About LefaTrading

Our Story

Established in 2015, Lefa Trading NZ began by exporting premium New Zealand apples to Vietnam. Over the past decade, we have evolved into a comprehensive sourcing and market entry partner for New Zealand producers seeking to access high-growth consumer markets. Our foundation market is Vietnam, where we partner with established FMCG distribution networks. Building on this success, we are expanding our reach across ASEAN (Thailand, Indonesia, Philippines, Malaysia) and the Middle East (UAE, Saudi Arabia, Qatar), bringing New Zealand's reputation for quality, safety, and sustainability to millions of new consumers.

What We Do

Source premium NZ products for partner distributors
Ensure quality & compliance from farm to shelf
Develop OEM/private label products tailored to local markets
Manage end-to-end logistics and regulatory requirements
Provide market intelligence and entry strategy

Our Values

Integrity & Transparency: Direct, honest communication
Quality First: No compromise on food safety and standards
Long-term Partnerships: Building trust through consistent delivery
Market Intelligence: Deep understanding of both NZ and target markets
Sustainability: Committed to ethical and environmental practices

Our Market

Vietnam - Our Foundation Market

Market Overview

Population: 100M+ with rapidly growing middle class
Rising demand for premium imported FMCG products
Strong preference for "clean & green" New Zealand origin
Young, urbanizing population with changing consumption habits

Our Strategic Partner: Liberico Group

Lefa Trading NZ works exclusively with Liberico Group, one of Vietnam's leading FMCG distributors with deep market penetration and a unique retail footprint.

Our Core Channels:

VNPost Channel - Rural Market Leader

4,000 active FMCG retail points, nationwide rural coverage, trusted network, and proven combo-selling model

BTNet - Wholesale Network

Fully operational digital wholesale infrastructure, connecting local shops and distributors across provinces

MT & E-commerce

Modern trade and online channels integrated via BTNet logistics and sourcing capabilities

D2D (Door-to-Door)

Premium household delivery service, currently piloting in key urban hubs

Our Approach

Strategic Approach

Leverage Vietnam success model
Partner with established regional distributors
Adapt product formulations to local tastes and preferences
Utilize ASEAN-NZ FTA benefits