build FMCG partnerships that actually work

Many FMCG businesses struggle with how to build retailer relationships, work through complex category requirements and commercial negotiations. They might need support with how to optimise opportunities.

Let me help you bridge that gap for you.

I'm Sherrelle Smith. For over 25 years, I've worked on both sides of the retail equation—9 years as Senior Category Manager at Foodstuffs North Island and with major suppliers like Goodman Fielder NZ, Johnson & Johnson, GlaxoSmithKline.

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

Ready to enhance your retail relationships?

How we can work together?

  • CATEGORY REVIEWS & COMMERCIAL NEGOTIATIONS

  • training & workshops

  • MARKET ENTRY SUPPORT

  • RETAIL PARTNERSHIP DEVELOPMENT

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 focus is 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, strengthen 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 nine years as a Senior Category Manager for Foodstuffs North Island Ltd - my experience means I can help nearly anyone wanting to 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.

Over the last two years I have worked with 86 Food and Beverage suppliers across New Zealand and the Pacific Islands. 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!!

WHO I WORK WITH

I work with FMCG businesses across New Zealand who want to improve their retail relationships and grow their market presence.

You might benefit from working with me if:

  • You're preparing for important category reviews or tenders

  • Your team needs training on retail fundamentals 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 ready to scale their retail 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

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.