100% New Zealand was started as a way for photographer and designer Reuben Price to follow his passion for travelling the country taking photos. Since 2002 the company has quickly grown as a supplier of photos and related giftware products to leading design and gift shops around New Zealand. Currently living in Auckland and travelling the country at every opportunity to photograph the amazing landscapes of New Zealand, Reuben often finds himself well off the beaten track in his quest to capture the perfect picture. "At 100%NZ we focus on producing Kiwiana with a difference, combining innovation with stunning New Zealand imagery. Our products represent our country and it’s something we’re proud of. That’s why we are particular about achieving extremely high levels of quality."