Industry leaders in FMCG

Our Story

Since 1996, we’ve been dedicated to growing brands with a passion for quality, innovation, and customer satisfaction. Our journey from a small marketing company to a leading agency is a testament to our commitment to excellence


Building Brands with Purpose and Passion

Where we started

In 1996, Tony left his role as Sales & Marketing Manager for Tui Dairy to lead the launch of Anzco Foods’ pre-cooked burgers from their Dunedin factory. This major project involved creating consumer-focused packaging, building the Angel Bay brand, and launching it successfully across New Zealand, Australia, and Asia. For 15 years, our company, Rothford Intl Ltd, nurtured Angel Bay, growing it from strength to strength.

As we evolved, Rothford expanded into a sophisticated sales agency, recognised for our dedication to excellence in FMCG. Our goal was never to be the biggest, but the best, and we assembled a talented team with cutting-edge systems, specialising in chilled, frozen, and short-shelf-life products. With strong family values and a skilled team, Rothford became a trusted name in the industry.

In early 2020, we partnered with Hansells Masterton, a company with a 90-year legacy in ambient food production. This acquisition allowed us to expand into the health and wellness sector, adding the Horleys Health and Wellbeing brands in 2020, and bringing the original Hansells brands back home in 2023.

Today, Surge, still under the ownership of Tony and Maree Trilford, focuses on the “on-trend” health and wellness segments of the market. We’ve built a high-performing team to manage every facet of brand representation, including administration, warehousing, logistics, trade marketing, category management, sales, and merchandising support across various channels like supermarkets, pharmacies, independents, butcheries, and specialty retailers.





Elevating Brands with Quality, Innovation, and Integrity

Unmatched Expertise and Strategic Partnerships for Brand Success

Our approach combines decades of experience, passionate people, and partnerships with innovative external companies like Tracksuit, Appetise, Opmetrix, and Circana, ensuring we provide the best insights and support to help brands thrive in a competitive market.

If you’re looking for a dedicated partner with a proven track record in brand growth and market strategy, let’s connect. Surge is ready to bring your brand to the forefront and drive sustainable success.