20 supermarkets. 39 products. Four days. One big adventure!
What happens when you combine more than 25 years of FMCG experience, a passion for food and beverages, a campervan and a trolley full of exciting products?
You get Sherrelle’s Trolley Tour!
I've always loved discovering new food and beverage products and helping smaller suppliers navigate the world of grocery retail. Over the years, I've seen so many fantastic businesses develop innovative products but struggle to get them in front of the right people.
So, I decided to do something about it!
The Trolley Tour has been an idea I've wanted to bring to life for years. The concept was simple: take my clients' products directly to supermarkets, meet the people behind the stores and create opportunities for conversations that could lead to new business.
And what better way to do it than to hit the road with a trolley full of products?
A trolley full of innovation
One of the most exciting parts of the tour was showcasing 39 products from small and emerging suppliers.
We had a fantastic selection of products, each with its own story, point of difference and passionate business owner behind it.
From innovative food concepts and natural products to exciting beverages and pet care, there was plenty to discover!
I was particularly excited to introduce retailers to brands including:
Kai Ora Honey – showcasing New Zealand honey.
Humara Spreads – innovative spreads and exciting flavours.
Pete's Natural – natural food and beverage products.
Animology – bringing something different to the pet care category.
Tongariro Natural Spring Water – natural spring water.
Pafco – one of our participating suppliers.
Cliffy Hills – another brand featured on the tour.
River & Kai – an exciting business included in the showcase.
Wicket's World New Zealand – another participating brand.
Murray's – also represented in the product showcase.
I wanted retailers to have the opportunity to see these products up close, look at the packaging, understand what made them different and, most importantly, have a conversation about their potential in store.
For many smaller suppliers, getting that initial introduction to a supermarket owner or manager can be one of the biggest hurdles. The Trolley Tour was about making those introductions happen.
And I loved seeing the interest and conversations that followed!
Four days, 20 supermarkets and some great results
My original goal was to visit 18 supermarkets over four days. We actually managed to visit 20!
Along the way, we:
Showcased 39 products from emerging suppliers.
Made 26 new industry contacts.
Collected 20 new email contacts, including supermarket owners, managers and buyers.
Received three unsolicited follow-up emails.
Helped create a new sales opportunity, with one participating supplier securing its first order following the tour!
That first order was a particularly special highlight. It's exactly the kind of outcome I hoped the initiative would create.
More than just dropping off products
The tour wasn't simply about showing retailers a trolley full of products. It was about building relationships, listening and learning.
Having spent more than 25 years in FMCG, I understand that getting a product onto a supermarket shelf involves much more than having a great idea and attractive packaging.
Retailers need to consider things like pricing, margins, freight, minimum order quantities, vendor set-up and the practicalities of supplying their stores.
Being able to have these conversations face-to-face was incredibly valuable.
I also came away with some great insights into what retailers are looking for and what smaller suppliers need to consider when approaching the grocery market.
Sometimes the best opportunities start with a simple introduction and a willingness to have a conversation.
A little adventure and a lot of teamwork
Of course, the Trolley Tour wouldn't have been complete without a few road-trip adventures!
My husband joined me for the journey, and together we packed up the campervan, organised the products, planned our route and got on the road.
There was plenty of preparation, late nights, problem-solving and a few challenges along the way. But it was also a lot of fun!
I'm incredibly grateful to the suppliers who trusted me with their products and supported the idea, as well as everyone who helped with planning, logistics and content along the way.
It was a great reminder that sometimes you just need to take a leap of faith, get out of your comfort zone and give an idea a go.
What's next for Sherrelle's Trolley Tour?
I'm really proud of what we achieved on the first tour.
Twenty stores, 39 products, new industry connections and a first sales success – a fantastic result for an idea that had been sitting in my head for years!
More importantly, it's reinforced my belief that there are great opportunities for smaller suppliers when they have the right support, industry knowledge and access to retailers.
I'd love to continue helping emerging food, beverage and FMCG brands get noticed, make connections and take their next steps into grocery retail.
If you're a small or emerging supplier looking to get your product in front of retailers, I'd love to hear from you.
Watch this space for more from Sherrelle's Trolley Tour. There are more products to discover, more retailers to meet and plenty more supermarket aisles to explore.
