Three-way fine food collaboration targets Chinese market

Three food and beverage industry bodies have joined forces to promote Australia's fine food and wine industry in China.

Dairy Australia, Meat and Livestock Australia, and Wine Australia launched a rollout of jointly produced promotional messages at the Australia Week in China (AWIC) business mission this week.

Led by the Minister for Trade and Investment, AWIC is a week-long event held in Hong Kong, Beijing, Chengdu, Hangzhou, Shenyang, Shenzhen, Guangzhou and Shanghai.

The three bodies will this week also conduct a premium product showcase featuring BBQ demonstrations by an onsite chef, cheese tastings, and wine tastings.

Dairy Australia group manager of trade and industry strategy, Charles McElhone, said the initiative was aimed at Chinese customers, importers and distributors.

“We've each developed key relationships within China and other regions, so to join together and harness these further only sells a stronger proposition to our customers,” he said.

It is hoped that a consistently strong and appealing set of messages can help build a platform to allow Australian premium produce to successfully differentiate itself.

“As the food and wine culture in China continues to evolve, through this collaborative effort we will share the stories of Australia’s pure natural environments, our talented and passionate producers, and our fine food and wine offering,” Wine Australia CEO Andreas Clark said.