Home / What we do / Public relations
Give a buyer a reason to believe it's already moving.
Trade and consumer press, founder visibility and third-party validation — the evidence a category buyer finds when they look you up after the meeting.
The problem
A buyer who searches your brand and finds nothing American has learned something.
Category buyers check. After the meeting, sometimes during it, they look the brand up. A brand with real presence at home and no U.S. footprint reads as untested here, regardless of how well it sells elsewhere.
Most PR aimed at this problem is aimed at the wrong audience. Consumer lifestyle coverage is satisfying to receive and largely invisible to the people who make listing decisions. The trade press that category buyers, distributors and formulators actually read is a smaller and less glamorous target, and it is the one that moves the conversation.
The third failure is timing. Coverage arrives four months after the buyer meeting, because nobody worked backwards from the category review calendar to the editorial lead times that feed it.
What we do
Coverage aimed at the people who decide.
Trade media
The industry press read by category buyers, distributors, formulators and retailers — where a mention is worth more than a far larger consumer placement.
Consumer press
Lifestyle, health and category media where a brand story reaches the shopper, timed to distribution rather than to a launch announcement nobody can act on.
Founder visibility
Interviews, commentary and contributed articles that put a named, credible person behind the brand instead of a logo and a press release.
Awards and industry recognition
Submissions to the programs that carry weight in this category, run to their deadlines rather than remembered after them.
Press assets
Press kit, imagery, founder biography, fact sheet and claims-checked boilerplate, ready before an editor asks rather than assembled in a hurry afterwards.
Calendar coordination
Pitching worked backwards from category reviews and retail launch windows, so the coverage exists at the moment a buyer goes looking.
How it works
Prepare, pitch, place, compound.
Coverage is cumulative. The second placement is easier than the first, and the fifth is what changes what a search result looks like.
Prepare
Story angles, founder narrative, claims-checked messaging and a complete press kit built before anything goes out.
Pitch
Targeted outreach to the trade and consumer titles that reach your buyers and your shoppers, on their lead times.
Place
Interviews, features and commentary secured, with the brand's messaging and claims intact through to publication.
Compound
Coverage collected, reused across sales materials, the site and the buyer deck, and built on with the next round.
Who this is for
Worth saying plainly who this doesn't suit.
This works when
There is a real story — a differentiated product, a founder willing to be quoted, or a genuine market development — and claims that hold up to an editor's scrutiny.
This doesn't work when
The brand is not yet distributed anywhere in the U.S. and there is no announcement an editor can act on. PR ahead of availability spends budget on attention you can't convert.
Go deeper
Read the detail before you commit to anything.
Brand management & marketing
The wider calendar PR sits inside, and how the two are timed together.
Explore marketing →Leadership
The founder story and industry background most trade coverage starts from.
Meet Brian Gould →Client case studies
Documented launches and the visibility that supported them.
Read the case studies →In their words
Credibility is built before the meeting, not claimed during it.
“They professionally handled FDA Compliance and assisted us with entering the USA Marketplace with ease. We would highly recommend their services to any company seeking to expand.”Niall HartyCEO, All Real Nutrition · Ireland
Questions
Frequently asked.
- Why does PR matter to a retail buyer?
- Because a buyer evaluates risk. Independent coverage is third-party evidence that somebody other than the founder finds the product interesting. It doesn't win the listing, but it removes a reason to say no.
- Trade press or consumer press?
- Trade first, in most cases. The industry titles are read by the people who buy, formulate and distribute in this category. Consumer coverage reaches a wider audience and moves fewer buyers.
- Can you guarantee placements?
- No. Editorial coverage is an editor's decision and anyone promising it is either paying for it or misdescribing it. What we commit to is the pitching activity and the assets that make a yes possible.
- What do you need from us?
- A founder who will talk on the record, a product story that is genuinely differentiated, and claims that survive scrutiny. Those three are most of what determines whether a pitch lands.
- How long does it take to see coverage?
- Trade coverage can move in weeks. Consumer and long-lead print work on editorial calendars months ahead. It is worth starting before the launch window rather than during it.
- Does PR replace advertising?
- No. They do different jobs. Coverage builds credibility you cannot buy directly; advertising delivers reach you can control. The mix depends on where the brand is in the sequence.
U.S. Market Assessment — $3,500
Find out what America would actually take.
Send us your product and your numbers. We'll come back with a written assessment of what entering U.S. retail would require and what it would realistically return.