Commercial, Strategic Advisory/Partnership
Hi, I’m Paul! Your go-to F&B Expert specializing in Commercial.
Paul Kraft
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How I Work

Paul served as the Country Manager for HARIBO Asia Pacific Pte. Ltd, where he managed local distributors and Mitsubishi Shokuhin, Japan’s largest food distributor and wholesaler. He has had numerous achievements within the company, including driving market share rank from #6 to #3 in three years as of 2021, and growing the company’s 2021 revenue by 33%. He launched the company’s first-ever Japan-based co-packing operation for new products, and drove their distribution in the world’s largest CVS chain, 7-Eleven Japan, gaining 20,000+ points of sale.

Prior to working at HARIBO, Paul worked at numerous other F&B companies including Nestle Nespresso, Toranomon Ham, and Starbucks Coffee, among a few. At Nestle, Paul was the Commercial Director of Nespresso Professional, being responsible for $7MM worth of B2B business units in Japan and serving hotels, restaurants, and offices.

At Starbucks Coffee, Paul was Director of Packaged Coffee & Rep. Director, in charge of all aspects of packaged coffee’s market entry into grocery, convenience, and department store channels in Japan in collaboration with the company’s distribution partner, AGF. Prior to that, he served as the company’s Ready-to-Drink & Rep. Director, where he oversaw the P&L of the company’s coffee market representing $250MM in revenue and worked with local partners such as Suntory and Takanashi to develop new products, strategy, and marketing. During this time, he also launched 13 new products and product renewals and grew the business by 22% in 2009.

SPECIALTIES: Route-to-Market Analysis, Partner Identification, Hiring (and Firing), Empowering the Local Team to Speak Up, Value Chain Analysis, Strategic Planning, Translating Brands to the Japanese Market, Forecasting, Market Research, Marketing Communication, Japan Crisis Management, Live TV Interviews, Thought Leadership, Meeting Retailers, Launching New Products, Quality Control Checks, Factory Audits, Market Audits.

Case Studies
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Blog Posts
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HARIBO Asia Pacific Pte. Ltd・Country Manager, Japan


HARIBO is a No. 1 fruit gum brand with more than 7,000 employees in 26 countries.

Responsible for all channels €58MM FMCG Japan business. Manage local distributor and Mitsubishi Shokuhin – the largest food distributor/wholesaler in Japan.

Nestle Nespresso KK・Commercial Director, Japan


Responsible for $7MM B2B business unit in Japan serving hotels, restaurants, and offices.  Manage direct and wholesaler sales team, marketing, call center, etc. Negotiate contracts. Oversee importation and homologation of machines and coffee. Manage staff of 12.

Toranomon Ham KK Rep. Director & Managing Director, Japan


Responsible for all aspects of launching HoneyBaked Ham® in Japan. Founding and management of Japanese company. Negotiated contracts. Secured funding. Developed and executed multi-channel launch and sales strategy. Responsible for hiring of full and part-time staff of 20.