Truestock is a New Zealand co-operative and is lead by a small, passionate team of experts who love what they do.
Tanmay Desai
CEO, Director
021 826 629

An entrepreneur at heart with passion for the creative sector, I've been deeply involved with the New Zealand creative industry for over 15 years. Working with various design agencies and organisations, my specialisation has been brand and identity work. Over the years I have had the pleasure of working with some very talented, unique and amazing people.

As a Kiwi-Indian, I can truly say that I've been humbled with the opportunities of working in a senior capacity on major rebrand & identity projects for iconic New Zealand businesses such as Fonterra, NZMP, All Blacks Experience, Crusaders, Bank of New Zealand, Genesis Energy, Colorsteel, Jazz Apples (T&G), Te Aho O Te Kahu (Cancer Control Agency) and many more.

I was a Design Director with Designworks for over 6 years, where I was involved with not just graphic design but art directing multiple photoshoots for various New Zealand businesses small and big. I've worked with many talented local photographers, marketers and producers on creating briefs, art directing sets and making sure we capture what's needed - on the day of the shoot! It's a skill set that will help us work well with our contributing co-owners and clients at Truestock.

Ovidii Alexeenco
CIO, Director

I am a Software Engineer with over a decade of experience designing, building and delivering world class software platforms to businesses and end users. Having seen first hand, the change a well designed platform can bring to daily business, I am driven to see Aotearoa's creative sector thrive.

Over the last 12 years, I have worked with small businesses and large corporates. During this time, I have experienced many aspects of software development, from on the ground coding, to project and team management. This experience has instilled in me the discipline and knowledge to deliver the best possible solutions that focus on you, the user.

With Truestock, I am excited to have the opportunity to make a positive impact on the creative community and enhance how our members conduct their business.

Daniel Leddy
Director CA, LLB (Hons), BCom, Dip CII

I have worked in finance and insurance both in New Zealand and London for the past 15 years. I have had experience working in both small businesses and large multinational corporations, holding senior positions including Finance Director and equity partner.

I studied Law (Hons) and Commerce at Auckland University and have a passion for New Zealand owned business. I am privileged to be involved in this project; the opportunity to establish a co-operative that will look to invest back into the creative industry, foster a community of collaboration and provide a platform to share life in Aotearoa both locally and globally.

The Truestock team is looking for a limited number of talented photographers to become part of our future co-operative.
Contact Tan Desai (CEO) at for any queries.