North America: Routes to market

North America is vast and varied, with routes to market shaped by state differences, channel structures and buyer expectations. The guidance that follows sets the scene for building distribution methodically with a phased export plan.

• Importer first: The Foreign Supplier Verification Program (FSVP) places legal responsibility on the US importer. Therefore, early engagement with a dairy partner that can clear, store, sell and service the product effectively is an important part of establishing a workable route to market
• Fifty markets in one: Treat the USA as a region; buyers, pack sizes and labelling norms differ by state and by retailer
• Start in speciality: UK cheeses are displayed in speciality/artisanal sets near the deli in the USA. Success here unlocks wider grocery expansion
• Plan for samples: With the removal of the de minimis exemption in the USA (which previously allowed low-value samples to clear customs more quickly), samples now move more slowly. Budget extra time, cost and coverage to protect tastings
• Get compliance right first time: Labelling, documentation and cold-chain execution are non-negotiable. Errors delay launches and damage buyer confidence
• North of the border and south: Canada remains quota-bound with narrow, partner-led opportunities; Mexico is opening for premium cheese but requires registrations and patient onboarding

• Canada is foodservice-led: Work through in-market partners to secure menu placements and selected small retailers, often via distributors with established multi-province supply chains. Use this to build steady replenishment before widening scope
• US specialist importer route: Growth is typically achieved via importers already supplying the market. Entry often begins in a limited number of states, with wider distribution developing once on-time delivery and repeat ordering are established in the initial region
• As part of early discussions, clarity on how customs clearance is handled (including whether the importer uses a broker or manages clearance directly) can help set expectations and reduce logistical risk
• Mexico requires staged onboarding: Use importer matchmaking, agree a critical path for paperwork, sampling and first consolidated loads, and scale up only once repeat orders are in hand

First distribution (initial flow of goods to consumers) for most British brands in the USA is typically secured through speciality retail and natural/health food stores, where imported products are merchandised in deli-adjacent or speciality cases. Buyers in these stores usually expect a clear launch plan covering tastings and seasonal promotions, supported by a credible importer.

Once distribution is established at a regional level, geographic expansion within speciality and natural/health food channels becomes a realistic next step. Progress depends on demonstrating repeatable turns and strong store discipline while maintaining clear points of difference on quality and provenance and aligning activation with each retailer’s review cycle.

Foodservice, most often accessed via regional distributors and chef-led groups, typically purchases in larger formats at tighter margins, and is less origin-sensitive. It is generally best approached as a second stage once retail proof of concept is in place, using kitchen-friendly pack sizes and the importer’s existing routes to kitchens.

“In the US, British cheese earns trial in the speciality case by the deli. That’s where buyers expect tastings and a brand story, not the main dairy aisle.”

– Lucy Randolph, AHDB Head of International Trade Development (Dairy)

For red meat, the workable route differs by country.

In Canada, access is typically foodservice-led and relationship-first. Success is attained by targeting specialist distributors and a small number of compatible retailers through a trusted in-market partner, with menu placements and steady replenishment planned from the outset.

In the USA, progress is most effective through specialist meat importers already supplying trimmings to patty producers, as well as halal channels (primarily lamb) and Latino accounts (typically beef, pork, some lamb and offal). Roll-outs are generally kept local, expanding state by state as performance is proven.

In Mexico, entry depends on close collaboration with an import partner to sequence onboarding, sampling and first consolidated shipments, with conservative lead times built in.

“Treat the USA as a collection of regional markets: buyers, calendars and pack-size expectations often vary by state and retailer, even though labelling requirements are set at the federal level.”

– Susana Morris, AHDB Senior Trade Development Manager

Every entry plan to the USA should begin with FDA facility registration and the appointment of a named US party under the Foreign Supplier Verification Program (FSVP), as the importer assumes legal responsibility for food safety.

Exporters are therefore expected to keep Hazard Analysis and Critical Control Point (HACCP) documentation audit-ready and ensure it aligns with the importer’s specific requirements under FSVP.

Since the removal of the de minimis exemption, samples are processed alongside commercial shipments, which slows clearance and can affect quality. Plan extra time accordingly.

“Because FSVP puts liability on the importer, we’re asked for contacts upfront. With de minimis gone, samples clear like commercial loads, so add time or tastings and new product reviews slip”

– Rachael Speed, AHDB Senior International Trade Development Manager (Dairy)

UK cheese is typically introduced through the speciality or artisanal set located near the deli, where imported ranges are merchandised and evaluated by buyers. The practical first step is to secure an importer partner that can take FSVP responsibility and already supplies those speciality sets in the target states.

Working with that partner, exporters should finalise a launch plan covering pack sizes for trial and in-store tastings. Because samples now clear more slowly, additional lead time should be built into tasting schedules, with cold-chain shipment and sufficient overage to protect demonstrations.

Once velocities are proven in speciality, expansion into mainstream grocery can follow on a state-by-state basis, using the same brand story and supported by a repeatable demo and promotion rhythm agreed with the retailer. Throughout, close day-to-day coordination with the importer helps ensure distribution builds without interruption.

“British cheese succeeds in the USA when it has a clear role in the speciality set and demonstrates genuine product–market fit. That means flavour, format and provenance aligned to US usage, supported by the right importer and distributor. A focused regional launch should prove velocity, repeat purchase and continuity of supply before distribution is widened.”

– Rachael Speed, AHDB Senior International Trade Development Manager (Dairy)

Butter should follow the same speciality-first route as cheese, entering through the premium dairy set at natural/health food and regional speciality retailers, but with greater attention to US import licensing and tariff rate quota availability. Importer selection is therefore particularly important, as access to licensed volume can be more constrained, alongside agreeing trial formats and an appropriate programme of store tastings to demonstrate early demand.

Packaging and cues are important: premium imports typically range in 8 oz blocks or tubs, and propositions built around European-style or cultured butter, grass-fed claims and clear origin storytelling tend to perform best. Most European brands enter the USA with a very limited range, often one or two SKUs (stock-keeping units) and typically a salted and an unsalted line, with additional variants considered only once repeat rates and distribution are established.

Sequence activity as for speciality cheese, confirming importer responsibilities, formats and case specs, and planning tastings or simple activations. Use speciality e-commerce alongside bricks-and-mortar for controlled trials, and allow extra lead time for samples due to slower clearance.

“Packaging that emphasises country of origin, grass-fed claims or PDO (protected designation of origin) status tends to resonate with label-conscious US consumers.”

– Rachael Speed, AHDB Senior International Trade Development Manager (Dairy)

In Canada, the workable route is foodservice-led and relationship-first. It’s best to target specialist distributors and a small number of compatible retailers through a trusted in-market partner, with menu placements, steady replenishment and bilingual (English/French) labelling requirements planned from the outset.

“In Canada, foodservice is often the starting point. Consistent lines and a reliable supply cadence help distributors build confidence, and successful menu placements can support conversations about wider distribution, where this aligns with the distributor’s own strategy.”

– Susana Morris, AHDB Senior Trade Development Manager

Progress in the USA for red meat is most effective through specialist importers that already serve the relevant channels. For beef, this typically means working with importers supplying trimmings to burger patty manufacturers, as well as Latino markets. Halal channels are more commonly lamb-focused, with specifications agreed upfront and deliveries planned to align with customers’ production runs.

Lamb sales can be scaled through established importer networks once consistent service levels are proven. Begin with a focused state by state roll-out, adding further states when momentum is established. Time activations to align with the importer’s existing calendar, for example, Easter, summer and events such as the World Cup.   

“Keep the roll-out regional. Expand to additional states only after the initial cluster demonstrates reliable performance, on-time service, consistent product quality, and smooth operations. Building strong relationships and trust with customers is equally critical for long-term success.”

– Susana Morris, AHDB Senior Trade Development Manager

The most effective route depends on working closely with an in-market partner to manage onboarding and to target accounts that already purchase imported product.

Doing business in Mexico typically follows a critical path: from registrations and labelling through sampling and finally to the first consolidated shipment.

Customs agents, appointed by and acting on behalf of the importer, play a central role in managing clearance and navigating applicable tariffs, costs and procedures, making early alignment between the importer, their agent and the exporter important for smooth execution.

Trade shows, meat conferences and buyer missions are effective for importer matchmaking and opening initial conversations, after which timelines should be agreed for document handover, sampling and first shipments, with appropriate buffers built in.

While the technical process of exporting is essential, strong relationships are equally important, and the ability to communicate in Spanish can play a significant role in building trust and momentum in the Mexican market. Expect onboarding to be slower than in established UK–US channels, and sequence the launch accordingly.

“Mexico runs on a critical path… registrations, labels, samples, then the first consolidated shipment. Trade shows help introductions, but timelines still need buffers.”

– Susana Morris, AHDB Senior Trade Development Manager

Successful market entry across North America typically follows a common sequence.

Exporters begin by appointing importer partners by channel and region, agreeing who will carry FSVP responsibility, quality assurance standards and a realistic launch calendar. With the importer, commercial fundamentals should be locked in early, including pack sizes, Universal Product Codes (UPCs) and case weights, and product information should be submitted well ahead of line reviews to avoid missed resets.

Sampling should be planned with additional clearance time now that de minimis fast-tracking has ended in the USA. Samples should be shipped cold-chain with sufficient overage, as most buyers insist on tasting before listing. Importer relationships should be used to place samples with the right buyers and to align timing.

Retail pitches are most effective when framed around the product’s role in the speciality store, supported by a clear promotion timeline and a staffed demo plan. Once listed, consistent activation through tastings, chef placements and targeted digital activity help establish velocity. Expansion should follow only once repeat orders and service discipline are proven.

“Come with a clear role in the speciality set, a tasting plan and promo timings you can actually execute. If the early execution is clean and repeat shows up quickly, only then can you begin to widen distribution.”

– Rachael Speed, AHDB Senior International Trade Development Manager (Dairy)

For red meat, the same logic applies, but with an earlier focus on appointing a specialist meat importer aligned to patty producers, halal channels and Latino accounts. Specifications and delivery cadence should be agreed against customers’ normal production runs, with samples and trial loads routed through the importer’s standard consolidation (grouping goods together in a single shipment to to reduce overall shipping cost).

In Latino channels, communicating in Spanish is highly advantageous. For example, labelling products in both English and Spanish shows commitment and cultural understanding. This demonstrates that you take their needs seriously and understand their specific requirements.

“Match deliveries to the customer’s production runs. That keeps trial loads intact while you build the state-by-state footprint.”

– Susana Morris, AHDB Senior Trade Development Manager

Summary of tips for exporting to North America:

• Prioritise importer partnerships and lean on them for state targeting, buyer introductions and day-to-day FSVP stewardship
• Lead with a clear brand point of difference (not generic ‘Britishness’). Buyers will look to understand what makes the product worth allocating space to within their range
• Encourage two-way communication between exporters and import partners on supply planning, including considerations around consistency of supply and market volatility (such as currency movements and tariffs), to help align expectations on pricing and cost pressures
• Focus tastings where the product is ranged, typically within speciality or deli-led outlets (including local speciality grocers). Use these activations to understand conversion, and repeat the formats that prove effective within available supply
• For red meat, grow your sales via specialist importers that serve patty producers, halal channels and Latino accounts. Expand locally within a state and then state by state as service KPIs and repeat orders are proven

In North America’s highly competitive market, proven meat claims are essential for differentiation. Buyers increasingly prioritise production standards, food safety, provenance, traceability and animal welfare.

Demonstrating these credentials is key to positioning a niche product like ours and building trust with discerning customers.

For targeted market and retailer matchmaking in selected US states and Canadian provinces, contact the AHDB export team for North America.