Connect CPG

At Connect-CPG, our mission is clear: to connect exciting Food & Beverage brands and manufacturers with the vast opportunities in the Greater China market. 

Why China? Because:
- China is the largest importer of Food & Beverage in the World
- The Chinese consumer has a strong appetite for quality imported F&B
- There are still many untapped F&B opportunities in China

Please contact me now and let’s explore how we can take your Food & Beverage brand / product to the next level together!

Managing Director

Sapje

· As Sapje's Commercial Director, I lead initiatives focused on expanding our presence in the Dutch OOH Channel and International Retail & OOH channels
· Collaborating with industry partners, my goal is to position Sapje's premium organic juices as the preferred choice for health-conscious consumers both domestically and globally

Commercial Director

· Sapje creates delicious, nutrient-rich juices using only the finest organic fruits and vegetables
· Our juices are flash-frozen immediately after pressing, preserving all the vitamins and minerals you need to feel your best. With no need for further processing, our juices can be stored in your freezer for up to one year without sacrificing quality!
· As the Expansion Manager for Sapje, I'm on a mission to bring our incredible juices to the world. If you're interested in joining our journey and helping us grow beyond the Netherlands, please don't hesitate to reach out to me

International Expansion Manager

Liquidaction Shanghai Limited

· Line of premium, small batch, zero calorie, sparkling tea beverages
· Oversaw development of brand identity, day-to-day operations, compliance
· Set up supply chain with facilities in Hong Kong, Sydney, and Hangzhou
· Established nationwide China presence with Woolworths China (Summergate) 
· Managed all marketing and operations efforts in-house in a team of 8
· Notable clients: Peet’s Coffee, W Hotel, Ritz Carlton, Westin, Sofitel, Club Med

Founder and GM

Heike Mate | 常州市马黛 | Changzhou Madai Trade Co. Ltd.

· Carefree, pick-me-up beverage, based on Argentinean Yerba Maté tea
· Fully developed the brand, supply chain, and product in-house
· Grew the brand to a conservative 10,000 bottles per month in sales, with 90 points of distribution in Shanghai
· Heike-Mate was acquired at an undisclosed sum in June 2018

CLUB - MATE . store

· Official sole importer in China of ‘German cult-beverage' Club-Mate
· Set up distribution and established nationwide presence in China’s 1st-tier cities 
· Main sales channel: electronic music nightclubs

Official Importer - Greater China

The Silk Initiative

· Consumer goods brand consultancy in Greater China
· Conducted in-depth analysis of the Chinese F&B market as an analyst
· Analyst of two-way mirror focus group research – fully in Mandarin Chinese 
· Grew company newsletter from 120 followers to 825 followers

Marketing Analyst

Director of BD @ Sapje Detox Juice | Forbes U30

I have a passion for developing and bringing innovative CPG brands to market. I am the Managing Director at Connect CPG, a company that aims to connect exciting Food & Beverage brands and manufacturers with the vast opportunities in the Greater China market. Get in touch now and let's explore how we can take your Food & Beverage brand / product to the next level together!

My success in the Greater China market, where I launched two successful beverage brands from scratch, has led to China-wide presence of my brands, and partnerships with top companies such as Peet’s Coffee, W Hotel, Ritz Carlton, Westin, Sofitel, Club Med, Swire Hotels, Woolworths, and Pernod Ricard. 

I am passionate about learning languages and have full professional working proficiency in Mandarin Chinese, German, English, and Dutch. I am one of the few foreigners in China to ever win the prestigious Forbes 30 Under 30 award for my entrepreneurial work in the Greater China market.

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