Seven pages with one job: win an export distributor
01 — The brief
A consumer brand with no consumers on the site
New Zealand Pure Dairy Products manufactures in Rosedale, Auckland and sells through distributors offshore. The people who need convincing are importers and retail buyers, not parents in Auckland.
That audience is asking a different set of questions to a parent. Is the factory audited and export registered, is the formula science credible, is the New Zealand provenance real, and what does the distributor relationship look like.
The brief was a small, deliberate site that answers those four questions and ends in one action, becoming a distributor, without pretending to be a retail store.
The science, written to be resold The Noble range page sets out stages one to three and then explains the ingredients that matter, DHA, ARA, linoleic and alpha linolenic acids, in language a distributor can repeat to their own buyers without a technical sheet.
By the numbers
Small site, specific job
Feature
The distributor enquiry is the only form on the site, and it appears on every page. Nothing else competes with it: no newsletter, no retail cart, no consumer offer that would confuse a trade visitor.
- Become a distributor enquiry on every page
- Dedicated page for the China market
- Factory, audit and export registration stated up front
- Ingredient science set out stage by stage
- New Zealand provenance argued with actual conditions, not stock imagery
- Existing distributor markets named
Provenance
New Zealand as an ingredient argument
Every export dairy brand claims clean and green, so the site gets specific instead.
Rainfall between 640 and 1,500mm a year, pasture that stays green, highlands that limit flooding, no growth hormones, and geographic isolation that has kept the herd free of BSE and foreign parasites.
Those are checkable facts about the supply chain rather than adjectives, which is what makes them useful to a distributor writing their own marketing.
02 — The process
How we got there
- 01
Defining the audience
The brief was narrowed to trade buyers, which removed most of what a consumer formula site would normally carry.
- 02
Designing for two reading cultures
A clean, image led layout that works for English and for translated content, with the China market given its own page.
- 03
Writing the science plainly
Stage by stage nutrition and the added ingredients explained without the technical density of a spec sheet.
- 04
Building the distributor path
One enquiry form, on every page, with the manufacturing and certification detail sitting behind it.
- 05
Linking the group
The site sits alongside nzpuredairy.co.nz, also built by Fuel, with the trademark and company relationship stated in the footer.
Current distributors as proof Naming the markets already served, China, South Korea and Vietnam, does more for a prospective distributor than any claim about quality. It says other importers have already done this due diligence.
03 — The outcome
A trade site that does not pretend to be a shop
Seven pages, one action, and no wasted attention.
Distributor enquiries arrive from people who have already read the manufacturing and certification detail, which shortens the qualifying conversation.
The build sits alongside NZ Pure Dairy's own site, so the group presents one manufacturer and one export brand rather than a jumble.
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Design, build, content and search, handled by one Auckland team.
