Head Office Account & Category Management
The conversations that matter happen long before a product hits the shelf.
At Surge SMC, we don’t wait for stores to pull product — we make sure buyers want to push it. Our team works directly with category managers and head office buyers across New Zealand’s major retail banners to get your brand ranged, supported, and growing.
We represent you where the biggest decisions are made — in buyer meetings, ranging reviews, and planning sessions.
Retail Buyer & Category
Team Engagement
We manage the end-to-end relationship with head office decision-makers so you don’t have to.
Represent your brand in all major retailer meetings
Secure ranging, increased distribution, and improved shelf position
Advocate for NPD, EDLP, and promotional campaigns
Negotiate terms, pricing, and strategic trade investment
Ensure alignment with category growth targets and retail strategy
We know what buyers want — and we know how to speak their language.
Ranging Expansion & NPD Sell-In
Getting ranged is step one. Expanding that footprint is where we come in.
- Present new SKUs and seasonal innovation at the right time
- Map ranging opportunities across banners and store tiers
- Build sell-in decks and commercial cases aligned to category goals
- Deliver feedback from stores to HO for better forecasting and activation
- Track results to prove impact and unlock more space
We turn new products into long-term listings.
Category Insights & Strategic Planning
Buyers trust us because we bring more than just product — we bring perspective.
- Monitor category trends and emerging demand shifts
- Benchmark your performance against competitors
- Suggest innovation aligned with retailer priorities
- Build joint business plans to support long-term growth
- Share real-time store execution data to guide smarter decisions
We don’t just chase listings. We build brands that drive category value.
Compliance with the Grocery Supply Code
With the Grocery Industry Competition Act in force, compliance is critical. We stay ahead so you don’t fall behind.
- Ensure all terms and interactions follow the Grocery Supply Code
- Document and manage buyer communications appropriately
- Advocate for fair treatment of challenger brands
- Handle issues directly and proactively — before they become problems
We know the rules. We protect your business within them.
Trusted Relationships. Proven Growth. Commercial Impact.
Our head office team is on the inside — managing your buyer relationships, planning growth strategies, and opening new doors. Whether you’re chasing your first nationwide listing or expanding within a category, we’re the commercial partner that gets you there.
GET IN TOUCH WITH US
Ready to take your brand to the next level?
Partner with us to grow faster, reach more shelves, and boost performance — backed by expert strategy and deep FMCG know-how.