Firoza Kholwadia

I joined Waitrose Export five years ago, drawn to a company and brand I had long admired. Initially, I managed EU accounts until Brexit; then shifted focus to South East Asian markets.

While Asia remains a core focus, my customer base has since expanded to include retailers and distributors across South America and the Middle East. Learning about diverse cultures, evolving shopper needs, and dynamic economic landscapes keeps this role interesting.

My career in food, a true passion of mine, began at Nestlé over 25 years ago, where I gained extensive sales and marketing experience across various channels and categories, both in the UK and internationally.

In 2024, I led Waitrose's re-entry into the Chinese market, launching a selection of products, from snacking and preserves to health and beauty lines, via cross-border trade. As a team, we’ve achieved significant milestones, including establishing a flagship store on e-commerce platforms and attracting a loyal customer base through social commerce. We are learning and adapting as we go, and our strong partnerships and long-term plans make for an exciting and successful future!