Greater clarity in a Foodservice market that doesn’t publish the answers.
New Zealand’s foodservice market is highly fragmented, with suppliers often relying on internal sales data and Distributor reporting to guide commercial decisions.
SupplyIQ helps you make more informed calls on ranging, NPD and channel investment by bringing End-User perspective and real-world purchasing behaviour into the decision.
The reality check
New Zealand’s Foodservice market offers very little visibility beyond your own sales data.
No total market share
Limited End-User purchasing insight
Incomplete Distributor reporting
Highly fragmented supply channels
Most commercial decisions are made with only part of the picture.
Time-poor Category Managers and Buyers within Distributor organisations
What I help you do
I work with Foodservice Suppliers to:
Identify realistic growth opportunities
Understand End-User purchasing behaviour
Support category and NPD decisions, branded and private label
Improve ranging and channel strategy
Test commercial assumptions before investing
Understand Distributor needs and processes to make your business easy to work with
How this helps you
This means:
Less reliance on guesswork
Fewer expensive product launches that miss the mark
Stronger Distributor conversations
Better targeted investment
Greater confidence in category direction
35 years supporting New Zealand Foodservice Suppliers
With over three decades of working alongside Suppliers, Distributors and End-Users, SupplyIQ was created to bring greater clarity to commercial decisions in a market where full visibility is rarely available.
If you're preparing for a product launch, category review or channel investment, let’s start a conversation.
Whether you're launching a new product, reviewing a category or entering a new channel, I work alongside Suppliers to support better commercial outcomes.
I’ve known and worked with Simon for over 30 years, and he has always been incredibly approachable, practical, and generous with his time. He is a trusted sounding board who takes the time to listen, challenge thinking, and provide clear, grounded advice.
Simon’s depth of knowledge across the foodservice and wholesale industry is hard to match, and his insights are highly valuable for any business looking to grow or better understand the market. I would strongly recommend reaching out to Simon for honest, down-to-earth, and expert guidance.
Nicky Morton, General Manager NZ, Yumplicity Food Group
Simon is an FMCG industry expert with unmatched experience and a sharp commercial mindset. He brings strategic thinking across categories, with a clear focus on delivering the best possible outcome. Where quality, service, and industry dynamics matter — Simon consistently delivers results.
Chris Anderson, Country Manager NZ, Champion Flour Milling Ltd
I had the pleasure of working closely with Simon during his time at Gilmours. He played a key role in supporting and embedding our modern slavery strategy — not just endorsing the work, but actively engaging, asking the right questions, and helping translate strategy into practical action. Simon is forward-thinking and genuinely committed to raising standards, particularly in sustainability. He consistently looked for ways to help customers make more responsible choices while balancing commercial realities. A great collaborator and a pleasure to work with.
Adam Farran, Head of Responsible and Ethical Sourcing, FSNI
SIMON DOUBLEDAY
Director
P. 021 641 251
E. simon@supplyiq.co.nz