About Westpac International Trade
Bridging the Americas and Asia Since 2008
We are a specialized trade and investment advisory firm connecting North American companies with the opportunities of Vietnam and the broader ASEAN region β through deep market expertise, trusted relationships, and end-to-end execution.
Our Story
Built on the Ground in Vietnam
Westpac International Trade was founded on a simple premise: that the opportunity in Vietnam and ASEAN was enormous, but the path to capturing it was genuinely difficult for North American companies working from a distance. Language barriers, cultural differences, opaque regulatory environments, and a lack of trusted local contacts stopped many promising ventures before they started.
Our founder spent years living and working in Vietnam β building relationships with manufacturers, processors, government officials, and business leaders across the country. That on-the-ground experience became the foundation of Westpac International Trade: a firm that could serve as a genuine bridge between the Americas and Asia, not just a consulting report.
Today, Westpac International Trade serves clients across the United States, Canada, and Latin America β helping them export their products into ASEAN markets, source high-quality goods from Vietnam, and establish direct investment operations in one of the world's fastest-growing economies.
"To simplify Vietnam and ASEAN trade and investment for companies in the Americas β delivering the expertise, relationships, and execution capability that turn international opportunity into real business results."
Our Expertise
What Sets Us Apart
15+ Years On the Ground
We have spent over 15 years building relationships and market knowledge in Vietnam and across ASEAN β not from a distance, but in-country, in-market, and in-person.
Bilingual & Bicultural
Our team bridges the cultural and language gap between North American business culture and Vietnamese and ASEAN business practices β a critical advantage in relationship-driven markets.
End-to-End Capability
From market research and strategy through execution, logistics, and ongoing management β we handle the full scope of international trade and investment, not just the advisory piece.
Trusted Local Networks
Decades of relationship-building with manufacturers, processors, distributors, legal professionals, and government contacts across Vietnam and ASEAN give our clients a genuine competitive edge.
Sector Depth
Deep expertise in seafood and aquaculture, agricultural products, light manufacturing, consumer goods, and foreign direct investment across multiple ASEAN markets.
Americas-Focused
We specialize exclusively in the Americas-to-ASEAN corridor β meaning our entire focus, network, and expertise is directed at connecting US, Canadian, and Latin American companies with Vietnam and ASEAN.
The People Behind the Work
Meet Our Team
Keith R. Meadowcroft
President
Keith Meadowcroft is the founder of Westpac International Trade (WPT), with over 25 years of experience in international sales, marketing, and sourcing. He specializes in export channel development for U.S. small and medium enterprises entering ASEAN markets, and Foreign Direct Investment facilitation for Vietnam. He is a Certified Global Business Professional (NASBITE), a Trade Educator Qualification. Prior to founding WPT, Keith served as an Export Trade Specialist with a Washington State SBA program, advising SMEs on market entry strategy across multiple industries. Keith's sector focus includes Food & Beverage, Agriculture, Construction Materials, and Business Technologies. He lives primarily in Vietnam and maintains relationships within the Vietnam business community as well as with the government at the federal and provincial levels. He is currently studying Vietnamese.
Craig Wurster has spent much of his career in seafood, foodservice, and distribution in the United States, along with international business development in Southeast Asia. He has worked with customers and suppliers ranging from regional operators to major national accounts β giving him a practical, ground-level understanding of what North American buyers need from overseas supply partners. At Westpac International Trade, Craig focuses on connecting U.S. and Canadian buyers directly with qualified seafood processors in Vietnam, helping develop sourcing programs built around quality, consistency, and competitive pricing. His experience includes seafood sales and sourcing, private-label and value-added product development, commercial negotiations, and building new markets.
How We Work
Transparency
We tell clients what we know, what we don't know, and what the real risks are β not just what they want to hear.
Relationships First
In Vietnam and ASEAN, business is built on trust and personal relationships. We invest in those relationships so our clients benefit from them.
Execution Over Advice
We don't just write reports. We roll up our sleeves and do the work β making introductions, managing logistics, and solving problems on the ground.
Long-Term Thinking
We build partnerships designed to last, not transactions designed to close. Our clients' long-term success in the market is our measure of success.
Explore Our Services
Reach Out
Start a Conversation
Tell us about your trade goals and we'll respond within one business day.
Let's Build Together
We strive to stay in communication with our clients and outside interests. Have a question about our business, or want to see if we match your specific needs? Send us a message, or give us a call. We're always happy to meet new customers or help you find the best fit resources.
Vietnam Office β Ho Chi Minh City
#P4.51, Floor 4, The Prince Residence Bldg.,
#19-21 Nguyen Van Troi Street,
Phu Nhuan District, Ho Chi Minh City