At Optimo Foods, we start by distilling the core value of a brand, understanding not just what it offers, but why it resonates with consumers in its home market.
From there, we assess whether those same needs and values exist in the target Southeast Asian market. Are consumers actively seeking this kind of product? Does the brand’s positioning translate culturally and commercially?
Where localisation is required, we work with our supplier partners to tweak brand messaging, packaging cues, or tailor artwork and promotional messages. Beyond that, we offer on-the-ground support, including in-store sampling, consumer testing, and trade marketing to help brands connect meaningfully with their new audience.
Our goal is always to stay true to the heart of the brand, while ensuring it’s relevant to Southeast Asian consumers so it doesn’t just land on the shelf, but also in their baskets.
A brand is typically ready for international expansion when it is already supplying supermarkets or mass retail channels in its home market and is willing to invest in the resources required for export development. It’s important to keep expectations grounded and aligned with available budgets.
A steep learning curve still awaits - anyone who has successfully mastered international freight management deserves an award for their achievement. I once had a comment made to me that just being able to use the word ‘incoterms’ made that person feel very knowledgeable!
Read more from Su Lyn, Optimo Foods in the latest issue here
