Michigan Pickle Supplier Expands Exports to New Zealand With Food Export’s Branded Program

"With the funding available the activations we've been able to create have not only made great vehicles for the sales of McClure's, but it has also created a vital piece of the puzzle for the whole sales in New Zealand and has helped drive national supermarket ranging across our two national supermarket chains."

“The Food Export-Midwest Branded Program funding for McClure’s Pickles has been absolutely critical in the development and growth of McClure’s in New Zealand. With the funding available the activations we’ve been able to create have not only made great vehicles for the sales of McClure’s, but it has also created a vital piece of the puzzle for the whole sales in New Zealand and has helped drive national supermarket ranging across our two national supermarket chains,” shared Joe McClure, Co-Owner of McClure’s Pickles, LLC.

McClure’s Pickles, LLC has participated in Food Export-Midwest’s Branded Program since 2011 to expand its brand’s international awareness and increase exports. Founded in 2006, Detroit, Michigan-based, McClure’s Pickles LLC is a family-owned and operated manufacturer/producer of gourmet pickles, relish, sauerkraut, bloody Mary mix, and pickle-flavored potato chips. Brothers Bob and Joe McClure started the company using their great-grandmother’s recipe with the hope of having a successful business.

Most recently, in 2023, McClure’s Pickles participated in the Market Access Program funded Branded Program to increase their product’s exposure in New Zealand. The supplier used their allocated funds to complete a robust marketing strategy that included TV and radio advertising, product tasting demonstrations, paid digital promotions, shipping product samples, creating promotional giveaway items, develop in-store displays, to name a few.

Mr. McClure also said, “With the Food Export-Midwest Branded Program funding, we’ve been able to cover Aotearoa, New Zealand, in green beautiful pickles through the activations we’ve implemented with the marketing funding. The key use of the funds includes a National NZ Burger Competition over the summer to showcase the best burgers in New Zealand. The competition has over 250 participants and runs over six weeks, and generates high social media activity, a national PR campaign, and marketing and activations at each eatery with McClure’s Pickles at the Heart. A Pickle Week celebration of all things Pickles that runs in November to coincide with National Pickle Day USA. Supermarket tastings to drive trial and conversion, B2B and B2C events, stalls at food shows and markets, and national PR campaigns in New Zealand showcasing McClure’s and it’s Detroit heritage. Our biggest national campaign is the Great New Zealand Toastie Takeover powered by McClure’s Pickles! This is a national grilled cheese competition that requires the use of McClure’s Pickles, and the rest is up to the chef’s imagination! 2024 will be the Toastie Takeover’s 7th Year, and it’s moving from strength to strength! Some stats from last year for us include a 43% Uplift in McClure’s Pickle Sales over the competition in 2023, a media Campaign worth $360,000 per year, $2.4million into the NZ hospitality industry, 150,000 sandwiches sold, the winner from selling 10 to 200 toasties per day, over 640 unique media touch points with national PR campaign and ensured growth and brand position for retail sales of McClure’s Pickles.”

For the past twelve years, McClure’s has participated in Food Export’s Branded Program, attended Buyers Missions, webinars, Focused Trade Missions, and is part of the Online Product Catalog. However, as noted, the Michigan supplier values the Branded Program as the most important service provided by Food Export and the USDA’s Foreign Agricultural Service Market Access Program.

While McClure’s Pickles has expanded tremendously over the past ten years, they have always kept their community in mind first. They pride themselves on being part of the #DetroitCommunity, offering to support Detroit groups and individuals in any way possible.

Food Export uses funding from the Market Access Program (MAP) to help America’s small businesses increase their exports of food and agricultural products. As these exports increase, these small businesses are creating jobs and improving the strength and stability of our agricultural economy. Food Export-Midwest and Food Export-Northeast are non-profit organizations that work in collaboration with their member state departments of agriculture and the USDA’s Foreign Agricultural Service. They offer a wide range of programs and services that help boost America’s agricultural exports.

Over 20% Increase in Sales

Over 40% Increase in Sales

Branded Program Success

Branded Program Success


Market Access Program (MAP) Fund Utilization

Share your Success

Each year, hundreds of U.S. suppliers participate in the Food Export–Midwest and Food Export–Northeast’s programs. As a result, companies are successful at generating new export sales, establishing new distributorship, expanding their production facilities,
and hiring additional employees. Read the Success Stories to learn more!

If your company has a success to share, email us at info@foodexport.org.


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