86 Kiwi suppliers put their products in front of supermarket owner operators and buyers at Foodstuffs Auckland Artisan Expo

Eighty-six food and beverage suppliers came together at Foodstuffs Landing Drive on Friday September 19 to showcase their products directly to Foodstuffs New World and PAK’nSAVE store owners and buyers at the latest Foodstuffs Artisan Expo.

The event gives small and emerging businesses the opportunity to get their products in front of the people making decisions about what customers see on supermarket shelves, while also creating connections between suppliers and other businesses navigating the fast-moving FMCG sector.

From emerging food brands and innovative beverages to locally made products, the Auckland event brought together a diverse group of suppliers looking to grow their businesses and reach more customers.

For small businesses, the value of the event extends beyond potential ranging opportunities.

Gavin, owner of The Caker, said the Expo provided an opportunity to build relationships with both Foodstuffs store owners and other small businesses.

“You don’t just walk away with orders, you also walk away with knowledge and a new business network.

“It’s actually a community that Foodstuffs is creating with a focus on success in the FMCG market.”

The Artisan Expo is part of Foodstuffs’ focus on creating opportunities for suppliers to connect directly with its locally owned and operated stores.

For Foodstuffs, bringing suppliers and store owners together in one place also provides an opportunity to discover products that could offer something new and different for customers

Rugby legend, Tana Umaga was also among those attending the Auckland event with his new product Malosi Energy.

“For a business like ours, these Foodstuffs Expos are a massive opportunity to get in front of buyers and store owners and start building those relationships,” he said. “They know their stores and their customers better than anyone, so getting their feedback and seeing their first reaction when they taste Malosi Energy+ is really valuable.

"We’re in a crowded category, so this is an opportunity we want to make the most of. Meeting people face to face lets us share our story and show how passionate we are about our product. That personal connection could be what gives someone the confidence to give us a go.

"It’s also good to connect with other emerging brand owners. They understand the journey and the challenges because they’re going through it too.”

Co-Founder of Sidekick Soda, Fiona Tomlinson, said:

“This was genuinely valuable step for us. The format made it easy to get real face-time with buyers and store owners in a single setting - conversations that would normally take weeks of separate outreach happened in one morning. We have since received orders from several stores that we had spoken with on the day.

“It was also great connecting with other businesses at a similar stage to us, comparing notes on the challenges of scaling a food and beverage brand.

Most importantly, we got direct, honest feedback on the product itself — including thoughts on where it could sit in-store and how much the market has changed in the past 12 months. “

Owner operator, Steve Mcclean New World Orewa had previously been a small supplier and understood how important events such as this were.

These Events are great for the suppliers, and they also give owners like me a chance to discover products and meet the people behind them. As owner-operators, we know what our local customers are looking for, so having suppliers come in and tell us their story is really valuable.”

With 86 suppliers attending, the Auckland Expo follows Foodstuffs’ Wellington Artisan Expo and continues the programme’s focus on giving Kiwi businesses a direct connection to the people who know their local customers best, Foodstuffs owner-operators.