Entrepreneur looking for inovative products for US

By ELLEN READ


As the third instalment of The Lord of the Rings hits movie theatres worldwide, one young New Zealand entrepreneur is hoping to capitalise on the country's high profile.

Former Aucklander Lucy Foster is coming home for Christmas hoping to find some innovative New Zealand products to take back to the United States.

The San Francisco-based marketing vice-president for Refreshment Brands, a US liqueur and spirits company, wants to expand her horizons and promote New Zealand and its products overseas.

She has yet to decide if she will set up a company to market and distribute products or act as the US-based representative for a local company.

But whichever way she goes, Foster is keen to lead a New Zealand charge into the US market. She wants to be at the forefront of influencing trends and behaviour through the marketing of sought-after New Zealand consumer products.

"I've noticed two trends which could be of interest to kiwi companies hoping to expand into the American market. First, people here are fascinated by anything to do with New Zealand and they're terribly jealous of our lifestyle," Foster said.

"And, second, there's a burgeoning interest in health matters, so New Zealand's outdoors image dovetails perfectly.

"Plus, we have a reputation for innovation which I believe it's time to capitalise on."

Armed with a master's degree in engineering management (with distinction) from Canterbury University and an MBA from Harvard, Foster also has a strong family background in business.

Through her mother, she is related to the Spencer family who made their fortune from the Caxton paper empire founded in 1890.

She sees the opportunity of showcasing New Zealand products internationally as a move which will allow her to give something back to the country she grew up in.