Pacific Trade Invest (PTI) New Zealand hosted a two-day webinar in November 2024, aimed at informing and guiding Pacific Food and Beverage (F&B) exporters on their pathway into the New Zealand market. Tailored specifically for exporters from Pacific Island countries, the event offered valuable insights into navigating New Zealand’s highly competitive Fast Moving Consumer Goods (FMCG) sector. This initiative highlighted PTI NZ’s commitment to supporting Pacific manufacturers in overcoming challenges and seizing opportunities in the New Zealand market.
Addressing challenges in the FMCG sector
Dominated by major supermarket chains and shaped by evolving consumer preferences, the FMCG sector in New Zealand presents both opportunities and challenges for Pacific exporters. Exporting FMCG products from the Pacific to New Zealand, and then retailing them through the large supermarket chains is no small feat. Meeting strict listing requirements and competing with other products present Pacific exporters with a range of challenges.
PTI NZ organised the webinar to bridge knowledge gaps and equip exporters with the tools necessary to succeed in this competitive environment. The webinar was developed in response to requests from Pacific exporters for guidance on navigating the complexities of New Zealand’s FMCG landscape. The sessions aimed to simplify the complexities of market entry, help exporters strategically position their products, and strengthen trade connections between the Pacific and New Zealand.
Tailored content for Pacific exporters
Additionally, exporters need a nuanced understanding of consumer preferences, pricing strategies, and packaging standards. Competing in a saturated market is another challenge, with established brands wielding significant marketing budgets and robust supply chains. Logistics and supply chain constraints further complicate matters, as exporting from remote Pacific islands involves high transportation costs and the challenge of maintaining consistent product quality. Pacific exporters also face the task of meeting New Zealand’s stringent food safety and labelling regulations, which can be particularly daunting for small-scale operations.
The webinar content was meticulously crafted to address these challenges. Sherrelle Smith, a well-known expert in FMCG strategy, collaborated with PTI’s trade team to develop a programme tailored to the unique needs of Pacific exporters. The format combined presentations, interactive Q&A sessions and case studies, to provide comprehensive guidance. The first session offered a high-level overview of New Zealand’s FMCG landscape, highlighting trends and opportunities relevant to Pacific products. A case study on Punjas, a prominent Pacific brand, illustrated the challenges it faced and the strategies it used to overcome them. The second session adopted a more technical approach, offering actionable advice on communicating effectively with New Zealand supermarkets, navigating the product listing process, and developing compelling product pitches. Participants gained valuable insights into establishing and maintaining relationships with importers and distributors, a critical aspect of succeeding in the FMCG sector. The webinar attracted participants from across the Pacific, including exporters from Fiji, the Cook Islands, New Caledonia, Papua New Guinea, Vanuatu, and Kiribati.
Expanding support for Pacific exporters
Participants expressed great appreciation for the webinar. One participant remarked, “The preparatory work required to sell in mainstream supermarkets in NZ was very informative.”
Another attendee highlighted the value of the expert guidance, stating, “The overall process, its complexity and the need for expert assistance for the beginning stage was great. In particular, loved the example with the exotic product.” Several other participants said the webinar had contributed to their knowledge.
Aude Douyère, PTI NZ’s Trade Development Manager said, “We are thrilled with the overwhelmingly positive feedback from participants, showing that our webinar has made a meaningful impact in supporting Pacific exporters.”
The success of the webinar has prompted PTI NZ to take further steps to support Pacific exporters. In February 2025, PTI NZ will launch the second phase of the programme, focusing on training four Pacific exporters in building retail partnerships and preparing their products for supermarket entry in New Zealand. This initiative aims to help exporters refine their strategies, identify the right targets in New Zealand’s retail sector, and introduce products to suitable importers and distributors using the expertise and networks of industry consultants. Videos of the webinar sessions will also be shared on PTI’s communication platforms, ensuring the content reaches a broader audience of Pacific exporters who were unable to attend.
The webinar reinforced the importance of tailored, practical training for Pacific exporters. For PTI NZ’s export team, the key takeaway was the necessity of addressing the unique challenges faced by Pacific businesses entering the New Zealand market. For exporters, the sessions emphasised the need to understand the competitive dynamics of the FMCG sector, build strong relationships with retailers and distributors, and invest in packaging, branding, and compliance to meet market expectations. Webinars like this have proven to be an effective tool for upskilling exporters, fostering knowledge-sharing, and providing actionable advice, paving the way for Pacific products to gain a stronger foothold in international markets.
The PTI NZ FMCG webinar is an initiative empowering Pacific exporters. “[The webinar] has equipped businesses with essential tools to succeed in New Zealand’s FMCG market. We are grateful to Sherrelle Smith for her invaluable contributions to its success, and we are committed to continuing this work, fostering strong trade relationships, and helping Pacific exporters unlock new opportunities for growth and success,” said Aude Douyère.
Addressing specific challenges and equipping businesses with practical tools and strategies with the help of an experienced and proven expert, the webinar has played a pivotal role in enhancing trade between the Pacific and New Zealand. As Pacific exporters continue to navigate the complexities of the FMCG sector, programmes like this are vital in unlocking their potential, helping drive economic growth across the region.
