L’Epicerie story

A vintage lime green microbus parked outdoors with a mountain and trees in the background and a group of people in the distance.
Group of six people sitting and socializing on outdoor wooden chairs at a cafe, with the cafe's sign reading 'L'Epicerie Café & Tea House' in the background.

L’Epicerie: Where France and Whakatāne Meet

L’Epicerie’s story began in 2011, with the arrival in Whakatāne of a vintage Citroën H food truck and a dream of sharing a taste of France with this beautiful region. That little truck couldn’t drive faster than 60 km/h - it created more smiles than speed - but it carried something special: a vision to bring authentic French food and culture to New Zealand.

In 2011, L’Epicerie opened Whakatāne’s first French deli and café, followed by a second, larger café - L’Epicerie Larder - on Commerce Street in 2015. Among the first to bring this style of French food experience to the Eastern Bay, L’Epicerie became known for food made from scratch: buttery pastries, artisan breads, roasted coffee, and house-made deli goods - all served with warmth and unmistakable French enthusiasm.

Locals and travellers alike embraced the experience. L’Epicerie quickly became a community hub - a place to connect, taste, and feel transported.

A Time of Change and Renewal

When COVID-19 arrived, everything changed.
Like many small businesses, adaption was key - and, eventually, it was time to pause. The rhythm of café life slowed, and came the need for a personal and creative reset.

It was time to scaled down to a smaller, take-away style bakery, inspired by the boulangeries de quartier of France — simpler, slower, and more connected to craft.

Soon after pressing the pause button for almost a year and a half, with no production space and a deep need to rest and rebuild. Then, by a twist of fate, the perfect kitchen space appeared - tucked in Wainui - and the next chapter of L’Epicerie began.

Decorated bakery interior with balloons and flags, display cases filled with baked goods, and patrons shopping.
People gathered at outdoor patio with string lights, bunting, and plants, enjoying conversation and drinks at tables with checkered tablecloths and potted succulents.

Finding Balance Again

As life slowed down, I (Chloé) felt called to reconnect with the roots of wellbeing and the meaning of nourishment.

I began studying Rongoā Māori — traditional Māori healing system — and Health and Nutrition Coaching, which deepened my belief that food is medicine, and that understanding what you eat and why you eat it is a quiet act of care for both body and mind. I also learned to slow down, appreciate simple actions, and see how deeply our wellbeing is connected to the environment around us.

Working from Wainui has brought a calmer pace — surrounded by green hills, clear water, and the rhythm of the seasons.
It’s a gentler way of living that naturally influences how I bake and eat: grounded in balance, mindfulness, and flow.


I often draw inspiration from Mediterranean principles — enjoying simple, real food, slowing down to share meals, and letting eating become a peaceful, nourishing ritual.

Six rustic loaves of bread on a baking sheet lined with parchment paper, some with a dusting of flour and a golden crust, in sunlight.

A New Chapter: Back to Bread

Today, L’Epicerie has evolved into a small-batch bakery focused entirely on artisan sourdough bread - made remotely in the pristine Wainui countryside, using pure spring water and honest ingredients.

The loaves are tin-shaped for convenience, fermented slowly, and baked with care. It’s a return to simplicity - the kind of bread that brings joy to the table and fits into everyday life.

Still the Same Heart

Even as L’Epicerie has changed shape, the heart behind it remains the same:
to make people feel good through real food, shared with care.

I still bake everything by hand.
I still believe food tastes better when made with integrity.
And I still feel endlessly grateful to call Whakatāne home.