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


Geoff Ross co-founded the internationally iconic vodka brand, 42 Below alongside his wife, Justine Troy.

Current work
Geoff and his family are now focused on farming Lake Hawea Station in Otago - New Zealand’s first carbon positive certified farm. The team includes his wife and their sons who are dedicated professionals with a diverse and deep skill set. They live the values of the station. Environment, People and Innovation.
Geoff continues to be involved in mentoring many start-up businesses and has a passion for entrepreneurial spirit in New Zealand. He is also currently chairman of Moa Group and is a trustee of the Endangered Species Foundation and of Pure Advantage New Zealand.

Born and raised on a Dairy and Deer Farm south of Auckland, Geoff attended Lincoln University where he graduated with a B Com (Agricultural). In 2018 he received a Doctor of Commerce honoris causa from Lincoln his alma mater recognising his achievements as a serial entrepreneur. He co-founded 42 Below which was sold to drinks giant Bacardi for $138 million and was a director and Chairman of The Trilogy Group.

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