The Fullers business was founded in 1886 when Albert Ernest Fuller started a business delivering coal and other essential supplies to islands in the Bay of Islands in his vessel the "Undine". Fuller branched out into tourism in 1927 when he started the "Cream Trip" service transporting cream from the islands to the mainland. Tourists would pay to ride on the "Cream Trip" and over time the focus of the service changed from deliveries and transport to one of sightseeing and tourism.