Overview
Advanced Food Products (AFP), based in New Holland, Pennsylvania, is a U.S. market leader in aseptically packaged sauces, dips, and desserts. With a strong presence in global foodservice and retail sectors, AFP sought to explore new opportunities in the Australian and New Zealand markets through their participation in the Pennsylvania Trade Mission.
To maximise their impact, AFP partnered with Foley, Pennsylvania’s authorised trade representative in Australia and New Zealand, for a fully managed business development campaign tailored to their product offerings and commercial goals.
The Challenge
Despite its global reach, AFP had limited exposure to the Australia–New Zealand market. As a first-time participant in the trade mission, AFP needed tailored insights, market introductions, and on-the-ground support to ensure their time in-market resulted in meaningful engagement with high-value buyers.
They were looking to present to key retail, foodservice, and hospitality buyers and required support not only to schedule meetings but to ensure each interaction was aligned with their export and product development strategy.
The Solution
Foley collaborated closely with AFP’s Export Sales Manager to design a focused B2B schedule. This began with the development of a longlist of potential retail and distribution partners, which was then qualified and refined based on relevance, interest, and availability.
Prior to the trade mission, Foley delivered a comprehensive Schedule of Appointments document, complete with meeting logistics, background briefs, and contact details. On arrival, Foley provided in-market support by travelling with AFP to key meetings in Melbourne and Sydney, helping ensure smooth execution, clear communication, and productive outcomes.
Key Engagements Included
Coles Supermarkets – One of Australia’s largest food retailers; AFP met with over five product development leaders from the private label team.
Manassen Foods – Meeting with the Head of Business Development and BDM.
Zambrero Restaurants – Engagement with the Supply Chain and Innovation Manager.
Ezy Mart – Meeting with the CEO and Director of Strategy.
FoodWorks – Meeting with the Private Label Manager.
New Zealand Targets – High-level meetings with Bin Food, Foodstuffs, and Restaurant Brands, involving national procurement, private label, and category management leaders.
Results and Outcomes
Foley scheduled high-value B2B meetings across Sydney, Melbourne, and Auckland, providing AFP with the opportunity to directly present to key supermarket chains, foodservice distributors, and convenience store buyers.
As a result of these engagements, AFP secured new sales into the region and continues to pursue long-term opportunities across Australia and New Zealand. Foley remains engaged with AFP post-mission, offering in-country support and managing follow-up communications to help sustain momentum and ensure successful outcomes.
Conclusion
AFP’s expansion into Australia and New Zealand illustrates the importance of local expertise and structured engagement in foreign markets. Through its collaboration with Foley, AFP was able to quickly connect with decision-makers, enter new markets with confidence, and lay the groundwork for ongoing growth.
Interested in expanding your food or retail brand into Australia or New Zealand? Contact us to learn how we can support your next move.
