A monumental success for New Zealand's entrepreneurial landscape as the innovative Kiwi startup, AREPA, secures its place on the shelves of 850 Woolworths stores in Australia wide with its science backed 'Brain Drink'. This significant expansion was spearheaded by AREPA’s Country Manager, Ben Matthews, and his team, marking a milestone in the company's rocky journey.
Ben Matthews shared his excitement about the partnership, saying, "It’s a great outcome for AREPA. The team has tackled typical execution challenges with characteristic Kiwi entrepreneurial spirit. It definitely helped having an Aussie as part of the conversation, allowing us to navigate the complex scale of Woolworths' operations more smoothly."
Source: AREPA - Showing 'tight and clean' branding
The functional 'Brain Drink,' known for its cognitive-enhancing properties, has found favour with Woolworths’ discerning premium shoppers, with plans underway to broaden its appeal across the consumer spectrum. "Woolworths has a keen understanding of how to attract premium shoppers, and we’re excited to see they love AREPA. Our next challenge is ensuring all shoppers understand the benefits of our product, aiming for it to become a staple in many more Australian homes," Ben Matthews says.
Ben Matthews, who is based in Sydney, highlighted the importance of local presence and direct communication in forging successful partnerships. "Being on the ground, able to meet with the Woolworths team, discuss the future of the category over coffee, and adapt to changing timelines has been invaluable."
Source: AREPA
This success with Woolworths not only showcases AREPA's efforts but also shows the way to other Kiwi startups aiming to enter the expansive Australian market. Ben Matthews concluded with a focus on the future, "There’s a huge opportunity for small and medium-sized manufacturers to partner with major retailers in Australia. They value innovation and understand their customers profoundly. For us and for any ambitious startup, understanding this language and helping solve problems has been key to our strategy."
As AREPA celebrates this milestone with a symbolic high five, the question now is, "What’s the next job?" The journey continues, not just for AREPA, but for any Kiwi startup aspiring to make a mark in Australia.
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