A practical guide to exporting in the fine food sector

A passion for celebrating local flavours is a huge part of why many find success in the fine food sector. It’s no surprise, then, that numerous food and drink manufacturers are keen to take the flavours from their neck of the woods to the world stage.

Importing and exporting are keys to unlocking an exciting new world of potential in fine food. But since Brexit and global uncertainty around tariffs have taken hold, it may seem like the hurdles are too great if you’re new to the game.

While there’s certainly a learning curve, many who have navigated these waters before say it’s well worth the effort.

In this guide, Speciality Food explores everything you need to know about exporting.

The state of play in exporting

The latest report from the Food and Drink Federation found that although food and drink exports were increasing, they were still behind their pre-Brexit peak. 

Tina McKenzie, policy chair of the Federation of Small Businesses, tells Speciality Food that for those exporting to the US, new tariffs can be damaging. “For food and drink businesses working with tight margins and perishable goods, last minute costs and ever-changing rules can wipe out an entire shipment.

“The deepening uncertainty is in many ways as damaging as the tariffs themselves,” Tina continues. “When 10% tariffs were announced last year, 21% of small UK exporters to the US said they had stopped or were considering stopping trade altogether. A 15% rate would push more through that door.”

The FSB is calling on the government to seek urgent clarity on US tariffs. “We also need the planned UK-US SME dialogue later this year to put firms at the centre of this issue and deliver more stability for small firms without chopping and changing,” she says.

For those exporting to the US, costs are feeding straight through supply chains, leaving small food producers with no room to absorb the hit, Tina warns.

“Closer to home, exporting to the EU has become far more difficult than it should be. The EU market remains the UK’s main trading bloc, yet 93% of small exporters moving goods there are now dealing with complex customs processes, rising costs, and inconsistent rules at the border.

Despite these challenges, many small businesses have found success in exporting, and they share their key tips below.

Closing the exporting ‘confidence gap’

For British producers, there is no doubt that exporting has become more complex and administration-heavy, particularly since Brexit, says Diego Pariotti, head of export at Italian preserves brand Cirio.

“Where goods once moved relatively freely between the UK and EU, businesses now face additional customs declarations, rules of origin requirements, and more frequent border checks. This has increased both costs and lead times,” he explains.

What’s more, indirect costs are also going up, with everything from customs agents to compliance support and product certification carrying a bigger price tag, “which smaller businesses often struggle to absorb”.

“Exporting to the EU used to feel like an exciting growth opportunity; now it often feels like navigating a maze of paperwork and changing regulations,” begins Julianne Ponan, the CEO of challenger food brand Creative Nature, which provides snacks and baking mixes free of the Top 14 allergens.

Julianne, who sits on the government’s Small Business Council, continues, “For a small business, the reality is we don’t have entire departments dedicated to compliance or logistics. So when you layer in things like differing allergen regulations, labelling requirements, customs delays, and increased shipping costs, it becomes a real resource drain.”

Indeed, assuming compliance is transferrable is the biggest mistake Krystle Law, co-founder and CEO at Taama, an AI-powered platform that helps brands manage compliance and expand internationally, sees.

“Something as simple as a label that works perfectly in one country can be non-compliant somewhere else, and the UK is a good example of that,” Krystle says.

“Claims are another major risk area, especially for supplements or functional products. For example, saying ‘boosts immunity’ or ‘supports brain function’ isn’t automatically allowed — those types of claims need to match authorised wording and be backed by specific ingredients at the right levels (e.g. vitamins like C or D with approved claims). Even something like ‘high protein’ has strict thresholds attached to it. A lot of brands also forget that marketing copy counts. If your website says ‘detoxifies the body’ or ‘reduces anxiety’, that can be just as problematic as putting it on pack.”

With all this in mind, it is perhaps unsurprising that Julianne sees a “confidence gap” in exporting. “Many brilliant brands just don’t start because it feels too overwhelming,” she says. “However, I’m a big believer in export for SMEs as it creates opportunity and enables you to ship higher volumes at times too.”

Key tips for exporting food and drink

If you want to start sharing your products with the rest of the world, here are the experts’ top tips.

1. Start small

Diego’s advice? “Start simple, and don’t try to scale too quickly.” 

He continues, “For example, focus on one or two target markets first and take the time to understand their regulations, consumer preferences and distribution channels. It’s far better to do one market well than to stretch yourself too thin.”

Julianne agrees. “Pick one market, really understand it, use tools that can get you information on the market, contact the Department for Business and Trade and use the Export Academy/Business Growth Service, all of which are free to use,” she says.

Regulatory complexity is one of the key challenges British exporters face. “Navigating different import/export rules, labelling requirements, and food safety standards across countries can be overwhelming, especially for smaller producers,” Diego says. 

Companies should invest early, Diego believes, in expert advice (customs brokers, consultants) and build a solid understanding of their target market’s requirements. “Government resources and trade bodies can also be valuable,” he adds.

And always be strategic, Julianne advises. “It’s no longer about saying yes to every opportunity, it’s about choosing the right partners, the right markets, and making sure the numbers truly stack up,” she says.

2. Understand documentation requirements and costs

Independent food makers should be sure they understand documentation requirements in detail. For instance, Julianne says, each market may require different certifications (e.g. ingredient declarations, allergen controls, certificates of origin). “Keep a template and a clear document checklist per country to help avoid rejected shipments and costly rework,” Julianne says.

You will also need to understand the differences between, for example, health certificates, origin certificates and veterinary certificates. “This is especially important when your product is vegan,” she adds.

Krystle says trying to ‘keep up with regulations’ in general is a losing game. “Keep one solid product file, your formulation, specs, claims, artwork, and then assess each market against that. Common additives or botanicals can fall into grey areas depending on how they’re classified locally.”

Diego agrees that it’s important to make sure your documentation is watertight. “Errors in paperwork are one of the most common (and avoidable) issues. Also, factor in all costs upfront, including hidden ones like duties, storage, and compliance.”

Cost pressures are a key consideration, with rising energy prices, shipping costs, tariffs (where applicable), and administrative fees all squeezing margins. Julianne recommends factoring tariffs and landed costs into pricing early. “Small businesses often underestimate the full landed cost (duties, VAT, brokerage fees, freight). Regularly model price scenarios so margins remain sustainable even when trade costs fluctuate,” she says.

Diego advises companies to consolidate shipments where possible, review pricing strategies regularly, and explore alternative markets or suppliers to remain competitive.

However, when it comes to wrapping your head around regulatory compliance versus tariffs and trade, it’s worth keeping the two separate, Krystle says. “They sit alongside each other, but they’re different challenges. One is about whether your product is legally acceptable; the other is about how it moves across borders. Mixing the two is where a lot of confusion comes in.”

3. Build strong relationships

Ensuring you have strong relationships with partners – whether that’s distributors, logistics providers, or advisors – can save you time, money and stress, Diego says.

Julianne agrees that it is important to work closely with logistics and customs teams. “Trusted freight forwarders and customs brokers become critical partners. Investing time in relationships with them ensures smoother clearance, better advice on compliance, and quicker resolution of issues at the border,” she says.

4. Be flexible

Some things should be structured. For example, Krystle suggests creating practical workflows to help manage compliance without a large team. Her tips are to create one central ‘source of truth’ for each product; build in proper label and claims review before launch; separate compliance approval from marketing approval; set clear triggers for re-review (ie reformulations, packaging updates, new suppliers); and use external expertise when needed.

However, with lead times becoming much less predictable, Julianne says she has had to build more flexibility into her business’s planning. “What used to take days can now take weeks if something gets held up, and when you have a perishable product, this can be pretty frustrating,” she says.

“An example of this is getting our product launched in Japan. Luckily, we worked with a distributor who knows what they are doing, as without them it would have been a nightmare. There were many questions when the products reached Japan on ingredients, documentation, labelling.”

Diego says being patient and adaptable is a must. “Exporting and importing can feel challenging at first, but once the right processes are in place, it becomes much more manageable and can open up significant growth opportunities,” he says.

Julianne agrees: it’s worth jumping the hurdles. “It is challenging, but it’s also an incredible opportunity to scale your brand and your impact,” she says. 

“It’s made us more resilient and more robust as a business. We’ve tightened our processes, built stronger relationships, and really understand our supply chain inside out.”