Emerald Green Consultancy
You don't have to be in China to sell in China


Ability. Experience. Knowledge.

About Us



Emerald Green Baby (EGB) was established in 2014 to sell Irish infant milk formula (IMF) into Hong Kong (HK). The founders Brian Goff and Felim Meade have over 60 years retail and business experience in Ireland between them, and who employ nearly100 people in their joint and separate business interests.

In 2015, emeraldgreenbaby.com integrated Alipay, as well as duel language and multi currency options. This enabled marketing and selling to the Hong Kong Chinese.  During this period we also entered the Chinese market formally by setting up a Taobao store, vital when targeting this market.

Since then, we have expanded our range to include products in mother, baby, health and beauty categories. We currently operate a standalone HK based website, Taobao store, Wechat store and have moved all logistic fulfilment to Shanghai, which has proved efficient and economical. Throughout this process, we gained valuable experience in how to market and sell to the Chinese market and what pitfalls to avoid.

In 2018, EGB continued to grow and expand. We have recently agreed to setup a flagship EGB store on JD.com (domestic) and have also signed agreements to operate 020 (off-line to on-line) e-commerce operations in two mother & baby chains (200 & 125 stores respectively). Both these 020 operations are a forerunner to applying for general trade CIQ (customs, import and quarantine licence) for our product range.


The team



Felim Meade

After 3 years researching and selling on Chinese online platforms via Emerald Green Baby, I have set up Emerald Green Consulting with my business partner, Brian Goff.  Along with Brian, I now offer all my practical experience and ongoing sales knowledge to other "China ready" companies within the EU. Not only have we the knowledge of how to sell but we are continuing to retail, market and fulfil orders daily from our 3 Chinese based online stores. We are continuing to grow and expand our online presence and this continued evolution and growth can be passed on to client companies to assist them grow in the Chinese market.




Brian Goff

As an accomplished and successful retail expert and entrepreneur, I have founded, managed and sold multi-million euro enterprises in the Food and Beverage sectors.  My key focus is always on achieving excellence in my business ventures - one of my co-owned restaurant businesses has twice been nominated Retail Excellence Ireland (REI) store of the year. Following a successful venture selling Irish infant formula into China, I am currently helping Irish brands get online and sell into China through Emerald Green Consulting, I have built a strong network of contacts and connections in China and visit the country several times a year.