Four Square pops up at Fieldays for the first time
11 June 2025

Four Square, one of New Zealand’s most iconic grocery brands, is bringing its first-ever large format pop-up store to Fieldays, the Southern Hemisphere’s largest agricultural event, from 11 to 14 June at Mystery Creek in Hamilton. 

The Four Square pop-up store will bring convenience, great coffee, and classic Kiwi favourites to the more than 100,000 people who will descend on Fieldays over four days. 

Stocked, staffed and run by Alex Saunders, owner-operator of Four Square Heaphy Terrace in Hamilton, the store will offer grab-and-go essentials including barista-made Flight Coffee, Goodtime pies, fresh produce, steamed buns, baked goods, snacks, drinks, and more. 

“This is our first larger format pop-up store, and we couldn’t be prouder to debut it at Fieldays,” says Greg Stone, Head of Four Square at Foodstuffs North Island.  

“Four Square is your local fresh grocer, and this pop-up brings the best of what we offer directly to the heart of rural New Zealand. 

“We’re mostly found in rural towns, so it just makes sense for us to be part of this iconic rural event,” says Stone. The 9m x 18m modular store was designed and built in collaboration with Colab Projects. The layout mirrors the latest Four Square store design, and features 22 bays, 8 produce baskets, chillers, freezers, a prep kitchen, and even a steam bun oven. 

Hamilton’s network of local Four Square owner-operators will also be sending team members to support the pop-up throughout the event. 

Visitors can find the Four Square pop-up in the Rural Living area at Fieldays. The exterior will feature a giant map of all Four Square locations across New Zealand, as well as a look back at the evolution of the brand and mascot, Charlie, over the past 101 years.