Sherrelle Smith Consulting & Contracting Services
FMCG is not the problem.
Not knowing how it works is.
Are you an FMCG supplier looking to better understand your retailer and where other opportunities lie?
Or are you a new supplier trying to navigate your way through the processes and ways of working?
Does navigating FMCG feel like a total unknown?
Feeling left behind? Left out? Things have changed. Alot.
Do you want to build FMCG partnerships that actually work?
I can help you bridge that gap!
I'm Sherrelle Smith and I help FMCG suppliers build better retail partnerships through practical strategies that work in the real world. No fluffy stuff, just real talk.
I have worked on both sides of the retail equation — 9 years as Senior Category Manager at Foodstuffs North Island and more than 20 years with major suppliers like Goodman Fielder NZ, Johnson & Johnson, GlaxoSmithKline, Pfizer, Energizer, Sara Lee.
If you are tired of guessing what retailers want, let’s talk.
How we can work together?
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CATEGORY REVIEWS, COMMERCIAL NEGOTIATION, NEW PRODUCT LAUNCHES
Navigate category requirements with confidence. I help you understand what retailers need and how to position your products for maximum impact.
Provide guidance with Commercial negotiations including margin, price changes and cost reviews.I work with you to bring new products to life in market!!
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TRAINING, WORKSHOPS AND WEBINARS - GROUP OR ONE ON ONE
Team, one on one, or webinar training sessions covering retail fundamentals, category management, and effective retailer communication.
Available for groups or individuals to gain an understanding of best practice working with Retailers in NZ across all major channels.
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SUPPORTING NEW ENTRANTS INTO THE MARKET
Guidance for businesses looking to expand into new retail channels or enter the New Zealand grocery market.
Recent focus on helping New Zealand producers enter global warehouse retail markets.
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BUILDING BETTER RETAIL PARTNER SHIPS
Build stronger working relationships with your retail customers. Practical guidance on turning transactional exchanges into productive partnerships.
What makes me a great partner?
I help FMCG businesses cut through the noise and get clarity on the way forward.
I 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 bring new product to market and ensure you are negotiating commercially sustainable outcomes.
That’s where I come in: partnering with you to simplify the complex, navigate processes, and unlock opportunities that make a real difference.
My experience means I can help nearly anyone wanting to start or grow in FMCG. I’ve sat in the Category Manager seat. I know what retailers are looking for and how to do it.
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 100 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 work with Foodstuffs South Island, Woolworths NZ, Fresh Choice, Oil Channels, and The Warehouse.
I love what I do! It’s a real buzz seeing suppliers succeed in their ambitions to bring products to shelf in NZ Retail.
WHO I HAVE WORKED WITH
I work with FMCG businesses that want to improve their retail relationships and grow their market presence.
Work 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.
Partners and collaborators
Client feedback
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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
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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
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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
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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
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"Everyone needs a Sherrelle" to help support them when starting out and ongoing throughout their fmcg journey.
Jared Eady - Better Better
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Thanks Sherrelle Smith for the kind words! Anyone looking to get into the supermarket retail space should absolutely reach out to you. You made what can be a complicated process easy to understand, and your connections in the industry are invaluable.
Daniel Weaver - Owner - Weaver Food Group
Get in touch