Justine Troy


8:45am Wednesday
Sir Woolf Fisher Arena

"Entrepreneurial spirit requires tenacity, vision, and the ability to ignore all the Bastards who say 'No'…"

Farmer and Activist. Co-founder of 42 Below Vodka and owner of New Zealand’s first carbon positive certified farm

Justine co-founded the iconic vodka brand 42 Below with her husband, Geoff Ross. The brand changed the way New Zealand and in particular the investment community viewed growth brands (42 Below listed on the NZX in 2003). It also brought a new style of marketing to the world. 42 Below won the hearts of bars and bartenders all over the world, from the Ritz in London to the coveted Bungalow Eight in NYC.

Current work
Justine bought Lake Hawea Station in Otago (a sheep and beef station) where she and husband Geoff, together with their sons live and apply their business experience to the farming sector. She is also working on her second book.
She is also an investor in NZX listed companies Turners, MOA Brewing Company and until recently TRILOGY skin, bath and beauty products which sold to CITIC Capital.
Justine shares her valuable experience and insights as a board member of the United Nations Women Aotearoa.

Justine trained at Canterbury University as a Speech and Language Pathologist. She later graduated with Distinction from the London School of Journalism. Justine has written and researched documentaries for TVNZ (Tuesday Documentary) including the award winning Destination Disaster - The Sinking of the Mikhail Lermontov. Justine has been a columnist for Metro Magazine, a contributor to other publications and a panellist on RadioLIVE.
Justine is the best-selling author of Every Bastard Says No published by Random House. Her book is part autobiography, part business book and part booze bible.

She is a founding trustee for 'The Rising', an organisation to assist at risk youth in South Auckland. She is also a trustee for 'Play It Strange' Charitable Trust with Mike Chunn and a judge of the AMP National Scholarship Program ‘Do Your thing’ Awards. Justine is also a board member of the United Nations Women Aotearoa, New Zealand for 2021-2022.

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Justine Troy on video:


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