Terroir & Spice

What Terroir & Spice does

Terroir & Spice is a Singapore-headquartered independent marketing and communications agency founded in 2018 by two cross-cultural F&B marketing professionals. The firm serves foreign agricultural boards, producer associations, and food importers seeking to launch and grow their products across the Asia-Pacific region, with a stated client roster spanning fresh produce, wine, meat, and seafood categories. It positions itself as an "independent agency network" with owned offices in Singapore, Taiwan, Vietnam, and Thailand and operational reach into Japan, Korea, India, Indonesia, and the Philippines.

The service offering is organized around three integrated pillars: Trade Marketing (in-store sampling, retail and HORECA activation, category management), Communications (media relations, influencer engagement, crisis management), and Creative (campaign development, branding, content production). Reported 2024 operational throughput of 1,200+ in-store samplings and 30+ wine tastings indicates meaningful campaign execution capacity despite a headcount of approximately 20+ professionals. There is no proprietary technology platform disclosed; delivery is services-based.

The business model is project- and retainer-based B2B professional services revenue. Revenue concentration sits with multi-year anchor engagements — notably a 5-year integrated marketing partnership with the Washington Apple Commission and a 2021–2024 multi-product mandate from Hort Innovation on Australian Avocados — layered with a long tail of shorter campaign work. The company is privately held and founder-owned, with no external funding rounds disclosed.

Name

Terroir & Spice

Legal name

Terroir & Spice

Website

https://terroir-and-spice.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Singapore-headquartered independent marketing and communications agency founded in 2018, serving food and beverage brands across Asia-Pacific through trade marketing, communications, and creative services, with offices in Singapore, Taiwan, Vietnam, and Thailand.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Marketing & Communication Services: Professional services revenue generated through trade marketing activities (in-store samplings, trade tastings, consumer events, exhibitions, cooking demonstrations), communications services (social media management, KOL collaborations, digital advertising), and creative services (key visual design, asset production, video creation, POS materials, booth design). Projects are delivered across Asia Pacific markets for food and beverage brands and industry bodies.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels10 records

Core offering

Terroir & Spice is a B2B marketing and communications agency network dedicated to the Food & Beverage industry across the Asia Pacific region. The company delivers three integrated service pillars: Trade Marketing (in-store samplings, trade tastings, exhibitions, consumer events, roadshows, cooking demonstrations, HORECA engagement), Communications (social media management, KOL collaborations, digital advertising, OOH advertising, press events), and Creative (key visual design, asset production, video creation, POS materials, booth design). Services are delivered directly to international F&B brands, agricultural boards, and producer organizations across Asia Pacific markets.

Product overview

Terroir & Spice is a marketing and communication agency network dedicated to the Food & Beverage (F&B) industry in the Asia Pacific region. The company operates as a unified offering combining three core service pillars: Trade Marketing/Events (covering in-store samplings, trade tastings, exhibitions, cooking demonstrations, and HORECA engagement), Communications (encompassing social media, press events, KOL collaborations, digital and OOH advertising), and Creative (including key visual design, asset production, video creation, and booth/event design). The three service lines work together to deliver integrated marketing campaigns for F&B brands across Asia Pacific markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Trade Marketing Customized trade activities including in-store samplings, trade tastings, consumer events, roadshows, exhibitions, cooking demonstrations, trade seminars, food service collaborations, and retail advertising designed to help international F&B clients liaise with local trade partners and create business opportunities in the HORECA sector across Asia Pacific.
• Communications Communication strategies covering social media marketing, press events, KOL collaborations, media exposures, brand partnerships, digital advertising, and OOH advertising to build a clear and consistent brand voice that resonates with target audiences and drives consumer loyalty and business growth for F&B brands across Asia Pacific.
• Creative Design and creative services including key visual design, asset production, video creation, POS material design, event layout design, booth design, and content creation that blend brand storytelling with local cultural elements to create memorable and impactful visual communications for F&B brands.

Quantifiable outcome

• Over 1,200 in-store sampling sessions completed in 2024
• +12 more outcomes

Named customers23 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core.

• U.S. Soybean AssociationcoreStrategic or Co-development PartnerLong-standing collaboration for booth presence at Taipei Food Show. T&S designs and manages booths, organizes activities, handles logistics, and facilitates connections between the association and importers, distributors, and consumers.
• CNIEL (Centre National Interprofessionnel de l'Economie Laitière)coreStrategic or Co-development PartnerPartnership focused on promoting French butter excellence in Taiwan market through press events, influencer collaborations, culinary school training, and professional chef workshops.
• California WinescoreStrategic or Co-development PartnerPromotional partnership for California wineries in Taiwan and Vietnam markets through trade tastings, social media management, retail promotions, and influencer engagement.
• Wines of ChilecoreStrategic or Co-development PartnerPartnership for promoting Chilean wines in Vietnam, Thailand, and Malaysia through wine tastings, educational seminars, and trade engagement activities.
• CIVA (Comité Interprofessionnel des Vins d'Alsace)coreStrategic or Co-development PartnerPartnership for promoting Alsace wines in Japan and Hong Kong through trade tastings, HORECA activations, and retail promotions.
• Hort Innovation (Australian Cherries)coreStrategic or Co-development PartnerMulti-year collaboration for Australian cherries launch in Vietnam and Taiwan through trade seminars, launch events, wholesale activation, food service partnerships, and media amplification.
• U.S. CranberriescoreStrategic or Co-development PartnerPartnership for establishing market presence in Singapore and Malaysia through trade development, in-store sampling, retail promotions, KOL collaborations, and social media campaigns.
• CAP (Wines of Portugal)coreStrategic or Co-development PartnerPartnership for expanding Wines of Portugal presence across Southeast Asia (Vietnam, Thailand, Taiwan, Philippines, Malaysia) through wine dinners, trade tastings, and masterclasses.
• Saint-Émilion WinescoreStrategic or Co-development PartnerPartnership for strengthening Saint-Émilion presence in Asia through premium trade tasting events in Singapore and Korea, targeting wine professionals, importers, distributors, HoReCa partners, and media.
• Hort Innovation (Australian Avocados)coreStrategic or Co-development PartnerMulti-year partnership (2021-2024) for building Australian avocados brand awareness and driving consumption in Singapore and Hong Kong through omnichannel campaigns including retail activation, influencer engagement, e-commerce, and food service partnerships.
• RockitcoreStrategic or Co-development PartnerPartnership for strengthening Rockit Apple brand presence in Taiwan and Singapore through social media management, KOL collaborations, retail campaigns, and 7-Eleven lucky draw promotion.
• Canada BeefcoreStrategic or Co-development PartnerPartnership for promoting Canadian beef quality in Vietnam, Taiwan, and Southeast Asia through social media management, in-store activations, culinary content, and restaurant partnerships.
• USAPEEC (U.S.A. Poultry & Egg Export Council)coreStrategic or Co-development PartnerMulti-faceted partnership for promoting U.S. chicken and eggs in Taiwan and Singapore through trade development, HRI engagement, consumer promotions, chef trainings, and community activations.
• Meat and Livestock AustraliacoreStrategic or Co-development PartnerPartnership for promoting Australian meat products in Vietnam and Taiwan through social media campaigns, professional seminars, and in-store sampling activities.
• UGCB (Union des Grands Crus de Bordeaux)coreStrategic or Co-development PartnerPartnership for elevating Bordeaux wines in Asia through premium trade tastings and educational seminars in Singapore, Vietnam, Taiwan, and Thailand with over 2000 industry participants.
• Ocean SpraycoreStrategic or Co-development PartnerPartnership for integrated marketing campaigns in Taiwan and Korea including creative visual production, POSM design, new product launches, and social media management with entertainment IP collaborations.
• Interfel (French Fresh Fruits and Vegetables)coreStrategic or Co-development PartnerPartnership for promoting French fresh produce across Hong Kong, Singapore, Malaysia, India, Vietnam, and Thailand through media collaborations, retail partnerships, culinary events, and sampling activities reaching 50+ million consumers.
• Grown In Good Nature (Australian Table Grapes)coreStrategic or Co-development PartnerPartnership for introducing Australian table grapes in Vietnam, Singapore, and Indonesia through media launch events, e-commerce promotions, retail activations, and KOL collaborations.
• New Zealand AvocadocoreStrategic or Co-development PartnerPartnership for positioning New Zealand avocados as premium choice in Taiwan through retail promotions, e-commerce campaigns, social media, KOL collaborations, and in-store sampling.
• Mr.ApplecoreStrategic or Co-development PartnerPartnership for establishing Mr.Apple premium brand presence in Taiwan, Thailand, and Vietnam through in-store sampling, street roadshows, social media campaigns, KOL collaborations, and retail promotions.
• Dazzle ApplecoreStrategic or Co-development PartnerPartnership for amplifying DazzleApple brand positioning for sports and outdoor activities in Taiwan and Thailand through consumer events, sports collaborations, OOH advertising, and wholesale launch.
• Washington ApplecoreStrategic or Co-development Partner5-year partnership for integrated marketing across Indonesia, Taiwan, Vietnam, and Thailand including social media campaigns, KOL collaborations, e-commerce partnerships, and consumer-focused events reaching 50+ million consumers.
• Marennes OleroncoreStrategic or Co-development PartnerPartnership for elevating French oysters and Chablis wines in Singapore through curated trade activation, producer presentations, and micro-influencer collaborations.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• FleishmanHillard: FleishmanHillard is a global integrated communications agency with offices across Asia-Pacific. Its brand marketing, creative, digital, media, and stakeholder services are comparable to Terroir & Spice's communications and creative offering.
• Ogilvy: Ogilvy is a global creative and communications network with extensive Asia-Pacific operations and food-and-beverage experience. It competes for integrated brand, advertising, social, creative, and local market-entry briefs at a broader scale.
• Edelman: Edelman is a global communications firm offering brand marketing, digital, creative, media, and public relations services across Asia-Pacific. It overlaps with Terroir & Spice's enterprise communications and reputation-building work but serves a much broader market.

Direct peers

• Geometry: Geometry is a commerce and shopper-marketing agency with capabilities spanning retail activations, brand experience, and digital commerce. It is relevant to Terroir & Spice's retail promotion and trade-to-consumer marketing work.
• Jack Morton: Jack Morton is a global experiential marketing agency focused on live events, branded experiences, and consumer activations. Its service model overlaps with Terroir & Spice's events, trade tastings, roadshows, and sampling programs.
• Momentum Worldwide: Momentum Worldwide delivers global experiential marketing, including events, sponsorships, retail programs, and brand activations. These capabilities are closely comparable to Terroir & Spice's physical activations and local trade-network execution.
• Pico: Pico provides global brand activation, exhibition, and event services. Its work in exhibitions, retail activations, and experiential marketing closely overlaps Terroir & Spice's trade marketing, roadshow, sampling, and event capabilities.
• Kingsmen Creatives: Kingsmen Creatives is a Singapore-headquartered provider of experiential marketing, exhibitions, and branded environments. It is a regional specialist whose event and activation capabilities overlap with Terroir & Spice's service portfolio.
• Uniplan: Uniplan is an international live-marketing and experiential agency that creates events, exhibitions, and brand activations. It is comparable through its multi-market event execution and local stakeholder engagement capabilities.

Emerging players

• PRecious Communications: PRecious Communications is a Singapore-based integrated communications agency serving the Asia-Pacific region. Its media, social, influencer, and corporate communications services partially overlap with Terroir & Spice's communications pillar.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/terroir-spice

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Terroir & Spice