build FMCG partnerships that actually work

Many FMCG businesses struggle with how to navigate the mysterious world of FMCG. It’s tough to understand your retail customer, work through complex category requirements and commercial negotiations without experience. Don’t worry, you are not alone. Even the most experienced may need support with developing and optimising opportunities.

Let me help you bridge that gap!

I'm Sherrelle Smith. I started my Consulting business in 2023.

“I help FMCG businesses build better retail partnerships through practical strategies that work in the real world.”

I've worked on both sides of the retail equation — 9 years as Senior Category Manager at Foodstuffs North Island and more than 15 years with major suppliers like Goodman Fielder NZ, Johnson & Johnson, GlaxoSmithKline.

Ready to enhance your retail relationships?

Get in touch

How we can work together?

  • CATEGORY REVIEWS & COMMERCIAL NEGOTIATIONS

  • TRAINING AND WORKSHOPS - GROUP OR ONE ON ONE

  • NEW TO MARKET ENTRY SUPPORT - NEW PRODUCT LAUNCHES

  • RETAIL PARTNERSHIP DEVELOPMENT - LEARN ABOUT YOUR CUSTOMER

Get in touch for more information

What makes me a great partner?

I help FMCG businesses cut through the noise and get clarity on the way forward.

My aim is to provide practical, actionable support — not fluffy strategies that sit in a drawer.

With years of experience in the industry, I know how challenging it can be to balance day-to-day demands with the need to grow. That’s where I come in: partnering with you to simplify the complex, navigate processes, and unlock opportunities that make a real difference.

With over 25+ years as a supplier to FMCG, a background in Food and Consumer Healthcare, plus 9 years as a Senior Category Manager for Foodstuffs North Island Ltd - my experience means I can help nearly anyone wanting to start or grow in FMCG.

I have managed portfolios of over $900m in retail sales and built strategies for - Beverages Chilled/Ambient, Eggs, Chilled Meal Solutions, Dairy, Meats, Breakfast, Hot Beverages, Confectionery and Seasonal.

I have extensive experience with GS1NZ global  standards. GS1 is an increasingly critical part of FMCG in New Zealand and globally. I help suppliers navigate the creation of unique product identification and barcode requirements through to verification and product data compliance.

In the last two years I have worked with 96 Food and Beverage suppliers across New Zealand and the Pacific Islands. Categories range from Chilled, Ambient Grocery, Produce, Fresh Meat, Petfoods, Health and Beauty, General Merchandise. Pretty much the whole store!

I specialise in ways of working with Foodstuffs North Island and I also work with Foodstuffs South Island, Woolworths NZ, Oil Channels, The Warehouse and K Mart and I am loving it!!

Find me on LinkedIn

WHO I WORK WITH

I work with FMCG businesses that want to improve their retail relationships and grow their market presence.

You could benefit from working with me if:

  • You're preparing for important category reviews or tenders

  • Your team needs training on retail fundamentals or key account management, or category management.

  • You're looking to enter new retail channels or expand internationally

  • You want practical advice from someone who's worked on both sides of retailer-supplier relationships

I work with businesses of all sizes, from established brands to emerging companies wanting to build effective business partnerships.

brands and companies

Partners and collaborators

Client feedback

  • I would highly recommend Sherrelle, she has a long and intricate knowledge of the FMCG industry from both sides of the fence, always positive, cool and calm and would be an asset to any business looking for her skills and knowledge.

    Richard Seth - New World Buyer

  • Sherrelle has great knowledge of the FMCG sector and has a great understanding of what category expectations are always a pleasure to work with her and will continue to work with her for future projects.

    Aaron Montier - Cathedral Cove

  • I’m grateful our relationship has continued beyond Foodstuffs and into her new consulting role. Right from day one you impressed us with your willingness to collaborate, strong communication skills. I highly recommend Sherrelle

    Joseph Harawira– Supplier – Owner – Wai Mānuka

  • Working with Sherrelle has been a huge bonus for my business. Breaking down big ideas into manageable tasks takes away the overwhelm. It gives me confidence. I would strongly recommend her to businesses looking for support in the FMCG space.

    Michele Hawley – Client – Owner – Healthy Hydration Limited

  • "everyone needs a sherrelle" to help support them when starting out and ongoing throughout their fmcg journey.

    Jared Eady - Better Better

Get in touch

Every great partnership starts with a conversation.

Tell me a little about what you’re looking for, and I’ll get back to you to discuss the next steps.