Field Notes, a local distillery founded in 2021 by Faaiza Ramji, started with a vision of creating innovative products that showcase the potential of Canadian agriculture. The company made their mark by becoming the second distillery in the world to use peas as a neutral spirit, producing its first product, a unique liqueur called Sweet Pea Amaro. Field Notes also offers Jaya Chai Liqueur, a spirit inspired by the traditional South Asian ritual of chai.
Field Notes’ products have recently won bronze and double gold medals at the prestigious San Francisco World Spirits Competition.
Recently, Field Notes established its first successful outcome with exporting by participating in a trade mission and securing a key distribution deal in Atlanta. This recent development is bringing Faaiza’s vision to life and paving the way for the brand to make its mark internationally.
By 2023, Field Notes had begun to build a strong local following, but Faaiza was always focused on bringing her products to a global market. Luckily, given Faaiza’s background in business development, she had a strong understanding of what was needed to accomplish this goal.
“I understood really early on what it would take to bring my products global,” said Faaiza, “So when an opportunity arose to participate in a trade mission to Atlanta, I jumped at the chance.”
That trade mission proved to be a pivotal step for the distillery. Faaiza’s participation in the Atlanta mission solidified a crucial distribution deal in Georgia.
Importantly, prior to the mission, Field Notes had already caught the eye of a major distributor in Georgia. According to Faaiza, they had been in talks for about two months before the trip, but meeting in-person during the trade mission was the key to sealing the deal.
“Meeting them face-to-face gave me the confidence that I was making the right decision,” Faaiza shared. “It was a critical point in our journey, and the trade mission made it possible. But equally important was putting in the work prior to the mission to ensure that I was meeting with the right stakeholders and making the most of my time in Atlanta.”
According to Faaiza, the trade mission also provided valuable insights into how Atlanta’s economy thrives on collaboration between the private and public sectors. The energy of the city, combined with the connections she made during the mission, made the experience both rewarding and memorable.
Edmonton Region trade delegation in Atlanta, organised by the Edmonton International Airport
The path to becoming export-ready can vary, but for Field Notes, it only took six months from initial contact to closing the deal with their Georgia distributor.
“Our process included due diligence, pricing strategy, logistics, and navigating the customs process,” Faaiza explained. “I sent sample bottles, had virtual meetings, and finally, I visited them in person in Atlanta. Each step was critical in making sure we were set up for success.”
Faaiza also credits her success to the relationships she’s built with a network of local distillers who happily share their knowledge and experiences with each other.
Making the most of a trade mission
For businesses considering a trade mission, Faaiza offers this advice:
Field Notes’ journey highlights how participating in trade missions can be a vital strategy for businesses aiming to grow globally. Importantly, Faaiza is not limiting her efforts to Georgia; while she is currently concentrating on expanding into other U.S. states, she also has a global vision for her brand, and is targeting locations in Europe and the U.K.
If your business is seeking to expand globally or explore new markets, Edmonton Global is here to assist you. Manisha Arora, Edmonton Global’s Director of Trade, is available to answer your questions and provide support at any stage of your export journey. Additionally, stay informed about trade missions, trade events, and news by subscribing to our trade newsletter, Export Insider.
