Hygiena Expands Direct-to-Customer Access with New Australian E-Commerce Platform
Food safety isn’t just about compliance – it’s about confidence. In an industry where every detail matters, Hygiena is taking a bold step towards making food safety solutions more accessible. With the launch of its dedicated Australian e-commerce platform, businesses across the country can now order testing products with just a few clicks.
This move signals a strategic shift that aligns with the accelerating digital transformation of the food and beverage industry – where direct access, real-time data and streamlined procurement are increasingly in focus. As Andrew Woodward, Hygiena’s APAC Marketing Director, explains, the platform is designed to remove friction from food safety compliance, offering businesses faster, more affordable and more reliable access to the tools they need.
But what does this shift mean for the broader industry? How are digital purchasing trends reshaping the way food businesses operate? And what role will data analytics, AI, and emerging technologies play in the future of food safety? Here’s what we learned from Woodward about Hygiena’s vision for the industry—and what’s coming next.
Interview with Hygiena APAC Marketing Director, Andrew Woodward
How does the launch of Hygiena’s Australian e-commerce platform fit into the company’s broader strategy for digital transformation and direct-to-customer engagement?
Digital transformation is reshaping the food safety industry, not only in food production but also across hospitality and restaurants. From advanced instruments to everyday swabs, there’s a growing demand for digital record-keeping and performance metrics that support food safety compliance. Our e-commerce platform extends Hygiena’s direct-to-customer strategy by providing fast, affordable access to our products – directly from the manufacturer. This ensures the integrity and performance of our diagnostics, ultimately supporting customer confidence and compliance across diverse sectors.
The food and beverage industry faces increasing regulatory scrutiny around food safety. How does this e-commerce expansion support businesses in maintaining compliance with evolving standards?
Buying directly from the manufacturer provides an added layer of assurance regarding storage, handling and product performance. It reduces the risk of degradation during transit and ensures customers receive products in their intended condition – critical for accurate testing outcomes. Additionally, lower pricing via direct access enables more frequent testing, which in turn helps businesses stay ahead of regulatory requirements.
The shift towards digital purchasing channels is accelerating across the APAC region. What market trends influenced Hygiena’s decision to prioritise direct e-commerce in Australia now?
We’re seeing a clear trend towards commoditised, transactional purchasing – particularly for lower-value, high-use items. While more complex instruments still require consultative sales, many businesses now prefer to buy routine supplies online. The post-COVID shift to digital purchasing has stuck and with AI increasingly influencing decisions, customers expect instant access to information and products. Our e-commerce launch is about meeting that expectation and supporting a more frictionless purchasing experience.
What role does data analytics play in the new platform and how will Hygiena use customer insights to improve its products and services over time?
Data analytics underpins both our commercial and scientific decision-making. Through ongoing customer engagement and insights gathered from the platform, we can better understand usage patterns and preferences. This feedback helps us improve the customer experience while also informing product development. The platform is ideal for customers with straightforward needs – those managing routine testing in-house or outsourcing more complex analyses to third-party labs. It’s about offering flexibility and choice.
Given rising cost pressures in the food industry, how does Hygiena’s direct sales model impact pricing, accessibility and value for Australian businesses?
Direct access to manufacturer pricing allows customers to evaluate products based on performance and value – not just third-party markups. It empowers buyers to make informed decisions, reduces costs and delivers consistent value. Ultimately, this benefits the end user by maintaining high-quality standards without inflating budgets.
How does this e-commerce launch position Hygiena for future growth in the APAC market and what further innovations can we expect in the company’s approach to food safety solutions?
Looking ahead, immersive experiences – blending B2B platforms with AI and virtual technologies – will define the next phase of e-commerce. Hygiena is well-positioned to lead this transformation. We’ve already developed software platforms that help customers proactively track and predict risks in their operations, reducing reactive costs and preserving brand trust. As digital tools evolve, so will our commitment to enabling smarter, safer food production.
