Fix & Fogg lands at Costco in the US Southeast

Fix & Fogg's Everything Butter is now on shelf at Costco warehouses across the Southeastern United States, with Thom Brooks talking through what it took to get there on RNZ's Morning Report.

We've been working with Roman and the wider Fix & Fogg team across their NZ, Australian, UK and US markets, and we're part of the team running this one alongside F&F's US partners, across both the launch strategy and the execution behind it.

A Costco listing comes with a twelve-week sell-through window, and rate of sale over those weeks is what decides whether the product holds its place on shelf. It makes for a different rhythm to most launch work. Demand generation has to land in the catchments around specific warehouses rather than across a market, and the reporting has to be readable weekly, because a monthly view arrives after the decision has already been made for you.

We're early in that window now, with the launch plan, media running into the Southeast catchments, and weekly reporting the whole team works from. There's plenty still to play out, and more to come for F&F in the US beyond it.

Big congratulations to Roman, Thom and the whole F&F team, and to their US partners. From a Wellington farmers market to Costco warehouses across the American South is a fair distance to have travelled (Southeast Kiwis, go find a jar).

For more on the launch, listen to Thom's Morning Report interview and read Fix & Fogg's own announcement.