Athena Marketing International (AMI) provides value-added services to U.S. food, beverage, nutrition and consumer products manufacturers.

We assist U.S. companies which are seeking to expand international sales and distribution. We help large manufacturers which are already exporting to professionalize their global sales platform and enhance their distributor network. We also provide professional services to new-to-export companies.

Current & Previous Clients

RC Cola
Blue Marble Brands
toosum Healthy Foods
Wild Planet
Modern Oats
Continental Mills
Renew Life
Blue Marble Brands
Mommy's Bliss
Might Leaf Tea
The Mountain Valley Spring Water
Manitoba Harvest
Cafe D'Vita
toosum Food Services
Sunkist Blends
Sambazon
Woodstock
Krusteaz
Rao's Speciality Foods, Inc
Kayem Foods Inc.
GU Energy
popchips
Woodstock Mini Me's
Oregon Specialty Fruit
Clif Bar
Gaia Herbs
MoCafe
nuun
AH!LASKA
cerule
Simply 7 Snacks
Decas Botanical Synergies
Rose Packing Company
Decas Cranberry Products
Daniele, Inc
Smarty Pants
Hollywood Diet
Glutenfreeda
Guittard
Numi Organic Tea
Dagoba
Mighty Leaf Tea
Silver Joe's Coffee Company
Taylor Brothers Farms
Oral Fixation Mints
Overlake
Palapa Azul
Portionables
Orgain, Inc.
Sea Veggies
Clipper Seafoods, LTD
Pacific Bag Inc
LaLoo's

Case Studies

Challenge

AMI was hired by a leading U.S. agricultural foods processor. This client had strong export sales in Europe, and was a leader in its category. However, the company had little export sales in emerging markets such as Asia or the Middle East. Furthermore, the company had no in-house resources to develop a strategic business plan to enter these new emerging markets.

Strategy

AMI researched prospective markets, identified prospective importers and distributors, and developed a strategic marketing plan to enter emerging markets. AMI exhibited at trade shows in these foreign markets, interviewed distribution partners, and selected the most appropriate importers for our client. .

Delivered Results

Increased client sales from zero customers in these emerging markets to over 25 importers in rapidly-growing Asia/Pacific and Middle East markets. Over four years AMI sales of this client’s products exceeded 70% annual growth. This huge growth came during a period not only of global recession but also extreme price volatility in the commodity fruit market.

Challenge

A branded beverage client needed to develop European distribution and grow sales.

Strategy

Due to increasing export sales to Europe as a result of AMI’s marketing and sales development efforts, and upon the recommendation of AMI, this client established a European subsidiary and warehouse in the EU. By shipping full container load quantities to a European warehouse, the client is benefiting from higher efficiencies, lower costs, and increased sales.

Delivered Results

Created European subsidiary and logistics facility for this client to expand in the European Union. European customers can now order small quantities, pay invoices in Euros, communicate within the same time zone with a native speaker, and take delivery within 2-3 days. Sales are increasing over 50% as a result of AMI’s work.

Challenge

A branded beverage company had sporadic international sales, no focus on developing global markets, poorly performing international distributors, and little in-house expertise in markets outside the U.S.

Strategy

AMI began recruiting larger, professional foreign importers in significant export markets (client was previously selling mostly to small importers in small markets), exhibiting at international trade shows, and providing marketing support and improved customer service to importers.

Delivered Results

Increased international sales of this client by over 100% in first year, and 400% over four years. This client is selling its products currently in over 25 countries.

Challenge

An emerging high-end confectionery marketer hired AMI to develop their international business platform. The international markets seemed promising but the company did not have the internal resources to assess sales opportunities.

Strategy

After a complete market assessment, AMI identified Japan as a high potential foreign market. Using its network of importers and extensive database, AMI identified a large Japanese importer which specialized in upscale, premium imported products. Japanese packaging and marketing was developed, ingredients checked and approved for import, and target accounts were identified. AMI arranged for the client to exhibit at a major international trade show in Japan.

Delivered Results

Sales increased 300% after the first year.

Challenge

Japan had been a target market for a U.S. beverage products supplier. However the company could not find an interested Japanese distributor. Until hiring AMI, all prospective Japanese customers believed the product was too expensive, and required significant consumer education.

Strategy

AMI networked within the Japanese beverage industry, and selected a leading coffee company with wide distribution and sales channels. AMI traveled to Japan twice to train and coach importer’s sales management, and made sales calls on key account customers. AMI also managed the customer’s objections such as pricing by researching their competitors and establishing appropriate retail shelf pricing guidelines and sales promotions.

Delivered Results

The U.S. client received full container load orders for their products, and sold their products in leading Japanese retail stores and deluxe hotels.

Challenge

The CEO of a leading international food manufacturing company with operations in multiple countries and several business units was not satisfied with the company’s sales growth and profitability. He questioned whether the company was organized in the most efficient manner and was leverahttp://athenaintl..com/wp-admin/post.php?post=431&action=editging the organization’s strengths in distribution, retail penetration and brand awareness.

Strategy

AMI researched the company, interviewed their executives, and devised a plan to re-structure the organization. Rather than having several different business units by product category, each with its own unique sales force, AMI recommended that the sales force sell all products and concentrate on unique sales channels and key accounts.

Delivered Results

The CEO agreed with AMI’s recommended strategy to re-organize into fewer business units, and the sales force selling all products within the company. Sales and profitability increased as well as customer satisfaction.

Testimonials

Decas Cranberry Sales, Inc Logo
“Athena Marketing International (AMI) has represented Decas Cranberry Products and Decas Botanical Synergies since April 2007. The territory managed by AMI has been Asia, Middle East, and Australia/New Zealand.

During this time our international sales in these regions has grown significantly. Under the diligence and guidance of AMI, our core business (Sweetened Dried Cranberries) has increased +1,319%, +58% and +74% respectively from 2008 through 2010. In the 12 months ended June 2011, our base business has grown 71% vs. last year. This growth was accomplished in an extremely volatile market in which pricing reached its highest levels in nearly 20 years and then rapidly plummeted to unprecedented low pricing. Despite these market fluctuations, AMI continued to grow our business in the international markets.” —Jeffrey L. Carlson, President & CEO Decas Cranberry Sales, Inc
Breathable Foods Logo
“Peter is a savvy, detail-oriented international marketing professional. In his work for us at AMI, Peter displayed a sophisticated understanding of international export marketing issues. Peter has the rare skills to balance sophisticated strategic analysis with hands-on execution of global market entry and international distribution. He has intricate knowledge of the details of growing export sales in food, beverage and consumer packaged goods (e.g. accessing foreign retailers and distributor networks, local in-market research and promotions, structuring international JVs, manufacturing operations, and warehousing facilities). His foreign postings in Asia and Europe, combined with extensive international business experience, have made him a keen observer of the nuances of growing brands in global markets.” —Tom Hadfield, Chief Executive Officer Breathable Foods
GU Energy Logo
“Peter Guyer and his crew at AMI have been an exceptionally valuable resource to us over the last several years. They provided valuable regulatory insight to speed us to market internationally and educated me and other key staff on sound approaches to building a profitable and sustainable international business. We've followed Peter's advice carefully and seen excellent results.” —Christian Johnson, Vice President GU Energy
NUMI Organic Tea Logo
“AMI has been a wonderful partner and representative of NUMI Organic Tea in the international market. They bring years of experience, insight, knowledge and contacts in various regions throughout the world. Not only does AMI get the job done, but their attention to detail, follow-through and kind persistence is exactly what the international market needs. NUMI's international business has grown significantly with the support of AMI.” —Ahmed Rahim, Chief Executive Officer NUMI Organic Tea
Pacific Bag, Inc. Logo
“PBi reached out to Peter Guyer and AMI after years of trying on our own to build market presence and sales in Europe with no success. Within 18 months AMI helped us establish a strong distributor presence. Europe is now one of our key areas of growth. Peter and his team took the time to learn our organization and product line while identifying our goals. AMI was then able to use their international expertise to devise and implement a strategy that allowed us to achieve these goals quickly. We have exceeded our European sales revenue growth targets for the past two years and this would not have been possible if we had not contracted with AMI.” —Glenn P. Sacco, Executive Vice President Pacific Bag, Inc.