Could the public bankroll a third supermarket competitor?

While pressure grows for someone to challenge the supermarket duopoly, the people are putting their money behind Plenty Foods in Upper Hutt.

The family-owned company has raised over $1.8 million through crowdfunding, with over 600 investors.

The funds will go towards expanding the brand, and customers say they can see potential for it to become the country's highly anticipated third competitor.

In return, investing customers become "founding owners" with equity shares, and grocery discounts.

Manager Quan Wang said the company was looking for new sites to expand, with possible branches in Wellington or Porirua.

The manager made the switch to Plenty Foods after working at Pak'nSave Petone for 30 years.

"I see the future in this."

Wang claimed the shop's prices were cheaper than duopoly supermarkets.

Special signs around the store marked a 12 pack of eggs for $4, two cucumbers for $3, and a whole hot chook for $5.50.

Wang said over a 1000 people had applied to work at the store when it opened a year ago, which they'd carved down to 40 staff.

And new stores would bring more jobs, Wang said.

'We're supporting a smaller entity' - locals

Local Michael Buchanan has shopped at Plenty Foods since it opened, going back each week for the meat and veges.

"I like the fact that we're supporting a smaller entity, as opposed to a huge monopoly.

"It's just about supporting someone who's making an effort to do something different."

He said the crowdfunding was a great idea: "People like to make a buck along the way so I mean if you can invest in something like this, why wouldn't you?"

The prices were a main difference for customers, who said they found meat and vegetables were cheaper at Plenty Foods.

This was especially helpful for parents to seven kids, Trinity and Sheldon Morehu.

Their trolley was filled with bulk items like pasta, cereal, noodles, and baking supplies.

"We usually have to buy - cause we have so many kids - at least a good few kgs of each meat. So, the affordability here's good."

Thomas George Colson worked around the corner, and went over to the shop a couple times a week for coffee and snacks.

"You used to be able to go to different supermarkets for cheaper prices, but it seems quite streamlined now across them.

"So a third supermarket, or something like this, is great for finding little deals."

Colson, having previously worked at New World checkouts, said there was a real sense of community at Plenty Foods.

He liked seeing a younger crowd of workers, who recognised him each time he went in.

Meanwhile, parents Josh and Emma weren't convinced having a third competitor would change prices. They said options like Plenty Foods were just a nice-to-have.

"It's nice having somewhere that has slightly higher quality stuff," Josh said. "It's nice to feel like all your money's not going to some big conglomeration."