Our
Story
Surge SMC bridges the gap between great products and supermarket shelves.
Founded by FMCG veterans, Surge SMC helps local brands get on shelves. With deep expertise in distribution, relationships, and retail strategy, we’re on a mission to empower challenger brands to grow.
Our Team
Tony Trilford
Managing Director
30+ Years FMCG Experience
Drives strategy and senior retail engagement with deep commercial and category expertise.
Maree Trilford
Operations Manager
17+ Years FMCG Experience
Leads operations across finance, systems, and field team management with strong commercial focus.
Andrew Hall
Sales Manager
20+ Years FMCG Experience
Manages trade relationships, CPT planning, and ensures strong on-shelf activation across channels.
Fiona Mancer
Account Manager
10+ Years FMCG Experience
Oversees day-to-day delivery, retailer coordination, and promotional execution with precision.
Our Core Values
We’re a people-first, performance-driven team built on experience, trust, and action. These are the principles that guide every partnership we take on.
Trust & Transparency
We believe in clear communication and honest reporting — no jargon, no BS, and no surprises.
Results You
Can See
From shelf presence to promotional ROI, we focus on actions that actually grow your brand.
Execution Over Talk
We don’t just plan, we deliver. From field sales to forecasting, we get things done on the ground, not just on paper.
Partnership
First
We work as an extension of your team — aligned, invested, and always moving forward together.
With over 29+ years of FMCG experience, our team has seen the retail landscape evolve — and knows exactly how to navigate it. We’ve built strong, long-term relationships with major supermarket groups, and partner with trusted insights providers like Tracksuit & Opmetrix to stay ahead of the curve.
Whether you’re launching a product or scaling your brand, you’ll be supported by a proven team that understands what it takes to win in New Zealand’s most competitive aisles.
We’re not the new kids on the block
Nationwide coverage
We work with major retailers across New Zealand — including grocery, wholesalers, oil, pharmacy, and hardware — supporting distribution into hundreds of outlets nationwide.
Let’s grow together.
We’re excited to work with passionate brands and help turn big ideas into supermarket success
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.