About
About OneStopAsia
OneStopAsia is a media platform that explores what it actually takes for food brands — particularly those originating in Asia — to build a sustainable, long-term presence in New Zealand and Oceania, beyond short-term distribution deals.
Rather than focusing on market-entry theory or success stories, OneStopAsia looks at what happens inside real retail environments — how products are evaluated, delayed, reshaped, approved, or quietly dropped before ever reaching scale.
Who I am
I am a New Zealand-based professional with over 20 years at the forefront of the food and retail industry. My career spans every level of the market—from hands-on operations to strategic national management.
My Professional Journey:
- National Sales Manager (Current / 5 years): Leading nationwide sales strategies.
- Sales Manager – Mainstream Channel (5 years): Range growth and negotiations with major chains (Foodstuffs, Woolworths).
- Assistant Sales Manager – Mainstream Channel (5 years): Building sales foundations in the mainstream sector.
- Sales Manager – Asian Supermarket Channel (3 years): Deep insight into ethnic retail dynamics.
The “Insider” Perspective: My expertise sits at the critical intersection between suppliers and retailers. I am involved in product discovery, early-stage evaluation, and import feasibility—stages well before final category decisions are made.
While I am not the final decision-maker, I work at the precise points where products realistically move forward, stall, or are set aside. This “insider’s perspective” provides insights based on what actually works on the shelf, rather than theory or marketing language.
Why OneStopAsia
Many overseas manufacturers assume that a good product will naturally find its way into the market.
In practice, however, products often stall or fail not because of quality, but due to execution constraints, risk considerations, or misalignment with local retail realities.
OneStopAsia exists to make these less visible decision processes more understandable, helping brands and professionals assess market entry paths more clearly — before significant time and resources are committed.
What You Will Find on OneStopAsia
OneStopAsia covers topics such as:
- Retail structures and sales-side realities in New Zealand
- Practical differences between mainstream supermarkets and Asian specialty retailers
- Product discovery processes and realistic go / no-go decision points
- Import feasibility, execution risks, and market-fit considerations
- OEM and private label development from a retail-facing perspective
- Common gaps between supplier expectations and on-the-ground realities
All content is written from a sales execution and product selection viewpoint, based on direct experience and ongoing market observation — not theory or marketing language.
Examples of Topics You May Discuss
In some cases, OneStopAsia is used as a starting point for early-stage discussion or clarification, such as:
- Assessing whether New Zealand or Oceania is a realistic next market
- Understanding how products, pricing, and packaging may be viewed locally
- Clarifying whether mainstream supermarkets or Asian specialty retail is a better initial fit
- Identifying execution, import, or distribution risks before market entry
- Organising key assumptions that should be tested before moving forward
The scope and level of involvement vary depending on objectives and alignment.
Who This Is For
OneStopAsia is intended for:
- Food manufacturers evaluating New Zealand or Oceania as potential markets
- Brands already in discussion but experiencing delays or uncertainty
- Companies seeking a clearer understanding of how their products may be assessed from within the market
Depending on the situation, discussions may remain informational or extend into early-stage market assessment or advisory involvement.
Confidentiality & Scope
OneStopAsia does not disclose confidential information, internal documents, sales data, or identifiable company details.
The site does not represent the views of any specific retailer, buyer, supplier, or organisation.
All content is shared with respect for confidentiality, professionalism, and industry ethics.