• We ARE A

    CHINA-FOCUSED FOOD

    SALES & MARKETING AGENCY

    Helping position, grow and protect leading food brands in China

  • ABOUT

    Our China-focused sales and marketing agency

    We’re a team committed to growing the very best food companies in China. A New Zealander and three Chinese friends with over 50 years of combined FMCG and foodservice experience in Greater China.

     

    As a working collective since 2013, we’ve been helping international food brands grow in China and wider Asia. We're passionate about working with big and small companies, particularly with owner-operators and private capital that rely on us as their team on-the-ground.

     

    At Highground we believe in demand-led marketing and sales, working closely with channel and source to ensure the right story is being told with a validated value proposition. We are also comfortable in areas of foodtech and innovation, unlocking new value for legacy companies and brands.

  • HOW WE WORK WITH OUR BRANDS

    1

    Connect

    Reach out to our team and let us know what you'd like to do in China and what you can supply. We are open to different ways of working - lighter touch agency services to full-blown distribution/channel management.

    2

    Co-operate

    Once we align on terms, we'll represent your product(s) under our agency brand across targeted channels in New Zealand, China and wider Asia. We have registered NZ, HK and China entities for sales and marketing services across the value chain.

    3

    Co-ordinate

    With channels in place and orders confirmed, we can work with your production teams to ensure export and regulatory compliance, and take care of the supply chain from the farm gate or warehouse. We can manage multi-region supply agreements and ensure there is a clear online and offline strategy in place.

    4

    Control

    We ensure you have full visibility of where your products are going, competitor and channel insights, and what changes need to take place to move with fast changing consumers trends. Sometimes our advice isn't what you want to hear, but is usually remembered and shapes Board and strategic considerations.

  • PRODUCERS WE WORK WITH

    We are believers of working with fast growing brands and owner-operators who want to see their efforts transcend generations.

    We work with suppliers who are willing to invest in the long term upside

    We work with suppliers who can think strategically, today and tomorrow

    We work with suppliers who care for the land, their stories and our environment

  • CONTACT

    Get in touch!

    Guomao, Beijing, China