Not sure how to pitch to NZ retailers? This part gives you the checklist, benchmarks, and 10-slide pitch deck outline buyers expect.
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1. Retail Readiness Checklist:
Do you have a differentiated product meeting a clear need?
Can you demonstrate there is demand for your product?
Do you understand your gross and net margins?
Can you profitably meet the retailer margin and promotion expectations?
Can you meet the retailer's order quantities (launch, ongoing, promotional)
Do you have third-party customer feedback or reviews?
Is your packaging compliant and shelf-ready?
Can you fulfil within the buyer's delivery timeline?
Do you have reliable manufacturing in place?
2. Retailer Pitch Deck Outline for NZ Consumer Brand Startups
Learn exactly what New Zealand retail buyers look for in a pitch deck — including the 10 essential slides and what each must cover to secure shelf space and drive retail partnerships.
Approximate Slide Order | Slide | Purpose |
1 | Executive Summary | Overview of the market opportunity, your product offer and the impact it will make for the retailer |
2 | Company Overview | Brief introduction to your company (history, values, mission) |
3 | Market & Consumer Insight | • Target consumer profile and consumer trends supporting your product
• Category size and growth, key players, winners/losers, gaps & opportunities |
4 | Differentiated Proposition | • Clear brand positioning, USPs, product detail - benefit, pack, pricing, range
• Consumer feedback (leverage tools like Ideally and Stickybeak), awards/endorsements |
5 | Sales Performance | Distribution and velocity data (if already trading), scan data (if available) |
6 | Support Program | Store promotions in line with retailers approach, marketing activity plan to drive awareness and trial |
7 | Commercial Financials | Retailers require you to submit commercial financials that cover key areas and terms (margin, warehouse allowance, settlement discount)- formats available from retailers |
8 | Logistics & Supply Chain | Barcode info, units per case & pallet configuration, lead times, MOQ, distribution model |
9 | Packaging & Compliance | Final packaging visuals or mock-ups, label compliance |
10 | Call to Action | Suggested next steps, timelines (launch readiness, production, sampling) |
Make Sure You Are Ready
- It can be easy to misjudge your readiness. You want to be confident going to a retailer, so it can be good get some independent feedback from those experienced in the industry. It’s critical you make the most of key range review presentations!
- Ensure you are clear on the commercial financials - pricing, promotion, terms , logistics etc. You need to be comfortable you have the right pricing and support plan to drive success. It is hard to change this once you have launched.
3. Pitching to Retailers Quick FAQ:
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What margins do NZ retailers expect?
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How do I contact category buyers?
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What is a typical range review timeline?
4. Useful Pitching to Retailers Resources, Links & Next Steps:
Document Name / Site | What You Will Get | URL |
Ideally (GoIdeally) | Innovation research platform: run overnight consumer insight tests, build creative confidence, and iterate product/service concepts quickly. | |
Stickybeak | Rapid consumer testing tool: get real-time global feedback on packaging, campaigns, messaging, etc., within hours, using AI insights. | |
Foodstuffs – Emerging Supplier Forum | Info and registration for regional forums with insights on how to become a Foodstuffs supplier, plus networking and customer-trends guidance. | |
Foodstuffs eXchange – Supplier Engagement | Overview of Foodstuffs’ sourcing processes: invoicing timelines, purchasing models, engagement best practices, and how to optimise relationships. | |
Foodstuffs – Partnering with Us | Outlines Foodstuffs’ supplier partnerships, including co-op structure, values, and expectations when becoming an approved food supplier. | |
Foodstuffs- Becoming a Supplier | Step-by-step guidance for new suppliers, including how to submit your product, what criteria Foodstuffs looks for, and how to scale from local to national store ranging. |
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