CAS InterGlobal brings top American brands to China

When Sammie Xiao founded CAS InterGlobal last year, she made it easier for conventional Chinese retail chains, such as Walmart China and Wumart, and major e-commerce stores, including Amazon China, Womai and Ben Lai, to stock up on popular American grocery brands. The trading and brand management company draws on its expansive supply network in the United States to offer a wide variety of brands and products. Moreover, the company takes advantage of its proximity to California's Central Valley, one of the greatest agricultural regions in the US, to supply Chinese consumers with healthy and natural products such as nuts and fruits.

"It's all about relationships and reputation in the marketplace," says Xiao, president and CEO of CAS InterGlobal. "We deliver results and always make good on our promise."

With 10 years of industry experience, Xiao offers clients more than simple trading. CAS InterGlobal consolidates all shipments to accommodate smaller orders at competitive prices. The company also creates its own labels whenever customers cannot find the exact product they desire. Last year, CAS InterGlobal launched its Sunshine Select mixed nuts brand after Chinese clients requested a mixture of premium nuts without peanuts.

CAS InterGlobal also helps Chinese retailers market the products by providing customised presentations and product sampling. As such, several American suppliers, such as Pik-Nik, Kar's and Sunrise Fresh, have quickly enjoyed brand recognition and substantial sales in China.

"You have to understand Chinese culture and all its nuances such as taste preferences and packaging designs," says Xiao, who immigrated to the US in 1997 and received her MBA from Willamette University's Atkinson Graduate School of Management in Salem, Oregon.

Looking forward, the company plans to penetrate Dubai and Southeast Asia and create brands focusing on trending products, such as healthy snacks and baby items.