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Take your food brand to the US, UK and EU.
We help food and beverage producers get ready for a new market, find the right distributors and retail buyers, and negotiate the terms. We represent your brand and sit on your side of the table.
What stops a good product in a new market?
Good products stall abroad for predictable reasons:
- The paperwork isn't ready. Labels, specifications and certificates built for the home market often don't match the destination's rules.
- The price doesn't survive the chain. Once freight, duty and importer, distributor and retailer margins are added, the shelf price no longer fits the category.
- The wrong first partner. A distributor or broker that doesn't reach your target channel can tie up a territory without selling much.
- No one follows up. Buyers expect samples, answers, meetings and reorders handled quickly and locally.
- US import steps are unfamiliar. Depending on the product, FDA food facility registration, the US importer's Foreign Supplier Verification Program (FSVP) obligations, prior notice for each shipment and US labeling rules all need attention before the first order ships.
How do we take a brand to market?
- Assess. We review your range, specifications, certificates, packaging and current price structure, and agree which markets and channels to target first.
- Prepare. We help you review labels and claims against the destination market's rules and list what has to change. For formal regulatory review and filings, we bring in regulatory consultants and licensed customs brokers.
- Structure. We map the route to market (importer, distributor, broker, retailer) and model the price from your factory gate to the shelf, so every party's margin is visible before talks start.
- Introduce. We build a verified list of target buyers and distributors, prepare the category presentation, and set up meetings, including at trade shows.
- Negotiate. We negotiate listings, trade terms, promotions, exclusivity and territory on your behalf, and bring every offer back to you for a decision.
- Move and grow. We coordinate samples, first orders, documentation and logistics with vetted partners, then follow sell-out and plan the reorders.
What you get
- A market and channel assessment with a recommended entry route
- A compliance checklist for the destination market, covering labels, claims and import steps
- A price structure from ex-works to shelf, by channel
- A category presentation and product sheets written for local buyers
- A verified list of target distributors, brokers and retail buyers
- Buyer meetings, follow-up and trade-show appointments
- Negotiated terms for your review and signature
- A logistics plan with forwarders, licensed customs brokers and warehousing partners
- Regular reporting on pipeline, listings and orders
Which markets and channels do we cover?
- United States: national, regional and specialty distributors, retail brokers, grocery and natural retail, foodservice and online.
- United Kingdom: grocery chains, specialty and department stores, wholesalers and online grocery.
- European Union: importers and distributors country by country, retail chains and specialty retail.
We work across eight categories, from nuts, seeds and honey to tea and coffee, confectionery and functional food and beverage.
Who is behind the work?
Union Trade was established in 2024. The experience behind it comes from the Functional Brands Group team, which has grown more than 50 brands, and from our founder's 20+ years in food and FMCG. Our track record page shows anonymized examples of that work, covering market entry, retail listings, distributor networks and export readiness.
Union Trade is Basilur's agent for UK and European retail.
Frequently asked questions
Do you buy our products or act as an agent?
We work mainly as an agent and broker. We represent your brand, introduce buyers and negotiate on your side, and the buyer purchases from you or from your importer. Where a deal needs a different structure, such as a US importer of record, we agree with you who holds which role before the first order ships.
Do you help with FDA requirements for exporting food to the US?
Yes, as part of preparing a brand for the US. We help you work through FDA food facility registration (a foreign facility must name a US agent), the US importer's Foreign Supplier Verification Program (FSVP) obligations, prior notice for each shipment and US labeling, including the Nutrition Facts panel and allergen declarations. We work alongside licensed customs brokers and regulatory consultants, and we don't give legal advice.
Which brands do you take on?
Brands with a clear place in the channels we sell into, specifications and labels that meet the destination market's rules or a plan to get there, reliable supply, and a price structure that leaves room for each party's margin. We also check for conflicts with brands we already represent. Send us your details and we will give you a straight answer on fit.
What do you need from us to get started?
Your brand name and website, product list and specifications, current certifications, current markets and the markets you want to enter, production capacity and your current price structure. A sales presentation and product photos help. Choose "Represent my brand" on our contact page; we reply within two working days with questions or a view on next steps.