Rising star brings unique energy to mini Woolworths launch

A young Sāmoan student in Christchurch recently took the stage to unveil the South Island’s first Mini Woolworths sites at Pītau-Allenvale School.

The ground-breaking initiative aims to empower youth with disabilities by providing them with real-world retail experience through an in-school supermarket.

Joe Esera, known as SEFF, released his original rap, Mini Woolies Freestyle. His dynamic performance highlighted the significance of the programme while showcasing his own aspirations of sharing his music far and wide.

“I’d like to keep rapping and maybe perform on stage, performing everywhere, that’s my dream,” the 20-year-old says.

As the Mini Woolies project continues to expand across New Zealand, it promises to offer invaluable life skills and build confidence among its participants, creating pathways to brighter futures.

Esera’s performance, which referenced supermarket skills and customer service, was part of a larger celebration welcoming the Mini Woolies programme to Te Wai Pounamu.

Mini Woolies: Empowering students with disability through real-world retail experience and inclusive workplace skills. Photo /Supplied.

Mini Woolies is designed to offer young people with disabilities practical learning opportunities by bringing a functioning mini-supermarket into schools.

For many students, the Mini Woolies experience acts as a stepping stone to real-world employment.

The programme helps develop key workplace skills like customer service, teamwork, and stock management, all of which are transferable to entry-level retail roles.

Some students may go on to work in Woolworths stores that support the programme locally, while others may use these skills to explore opportunities in hospitality, community businesses, or vocational training.

The Pītau-Allenvale site is one of two new locations opened this week, alongside another Mini Woolies at Waitaha School in Rolleston. They mark the fifth and sixth Mini Woolies to be opened in New Zealand and the 106th and 107th overall.

At the launch, students used working checkouts (donated by Fujitsu), created shopping lists, and participated in real-time customer service scenarios using genuine grocery items, although no real money changed hands. Uniforms, name tags, and stock displays mirrored those of a real Woolworths store.

Sally Copland, the Managing Director of Woolworths, says the programme reflects the company’s commitment to local communities.

“I’ve seen the excitement and engagement that Mini Woolies creates for young people and how it helps them build confidence and achieve their goals,” Copland says. “Investing in New Zealand isn’t just about our products or prices, it’s about making a meaningful difference.”

Since launching in 2018, Mini Woolies has reached over 8000 students across Aotearoa and Australia.

Mini Woolies empowers students with disabilities, building confidence, independence, and key life skills. Photo/Supplied.

Student progress is assessed through teacher observation and active participation in tasks like running checkouts, managing stock, and serving customers. Each school tailors the programme to meet the specific needs and learning goals of its students, allowing flexibility in how success is measured.

The real-time learning environment fosters confidence, independence, and effective communication, key skills essential for life and work beyond the classroom.

Janine Harrington, the principal of Pītau-Allenvale School, says the initiative offers a “life-skills goldmine” for students.

“Whether they’re bagging their first solo shop or stocking up on work experience skills, this is a milestone moment for our kura,” Harrington says.

Maureen Allan, the principal at Waitaha School, echoed those sentiments, highlighting the value for both older and younger students in gaining confidence, communication skills, and workplace readiness.

Esera, who attends the school’s Tētēkura unit, was excited about performing at the opening and hopes to one day work at Woolworths while continuing his music career.

His freestyle rap, featuring lyrics like, “Scan that product, all me, manage that stock, work in a team, no one ain’t stoppin’ me”, was met with applause from students and staff.

Both new Mini Woolies are supported by local stores, Woolworths Church Corner and Woolworths Rolleston, and aim to strengthen school-to-work pathways for students with disabilities.

With Christchurch and Rolleston now on board, more schools in Aotearoa may follow. Woolworths New Zealand has signalled ongoing support to expand Mini Woolies and bring its benefits to more kura nationwide.