Food, Beverage and Consumer Health to Greater China

Program dates

February to June 2023

Key event

Tradeshow or a showcase event or a business-matching event in May 2023 - TBA.

In-person attendance may be possible depending on restrictions in May 2023.

Why this market

China is still NSW's largest two-way trading partner. Australia is China’s fourth largest supplier of imported fresh and processed food.

China’s growing middle class want to purchase clean, green premium products from NSW. Exports of value-added products have grown sharply over the past 5 years, helped by the China-Australia Free Trade Agreement and the emergence of cross border e-commerce.

Australia has a long and well-established trading relationship with Hong Kong underpinned by the Australia-Hong Kong Free Trade Agreement. Hong Kong has a wealthy population with a high consumption power and strong interest in new products.

Taiwan has one of the highest per capita spending on food in North-East Asia and is heavily reliant on food imports. Taiwanese consumers have a strong preference for convenient, healthy, quality and premium F&B products.

Curriculum

Introductory session

• Welcome session – between 21 February and 1 March (TBC)
• Regulatory requirements

Market intelligence and cultural training

• Market briefing and subsector-specific opportunities
• Pitch training for Chinese culture and etiquette
• Experience-sharing from other NSW businesses who have entered China successfully

Other preparation to enter market

• Intellectual property protection - optional (if needed)
• Advanced exporter training – optional (if needed)
• Freight and logistics and packaging briefing

Potential partner search and introductions

• Participation at tradeshow, showcase and/or business-matching event – with In-market assistance and logistical support from Investment NSW
• Targeted 1:1 business matching – introductions to potential partners or customers

Ongoing advice and follow up

• Ongoing support provided by a dedicated NSW Government Export Adviser.

Participation requirements and success factors

Eligibility for the overall Program

• Have headquarters in NSW
• Have a valid Australian Business Number (ABN) registered for NSW 
• Be export-capable and export-ready 
• Have an employee number between 5 and 199 full-time equivalent (FTE) employees 
• The product or service must be produced primarily in NSW
• The product or service is achieving sales already
• Have a website featuring the product or service
• Be prepared to adapt the product or service for the new market
• Be flexible regarding market-entry method
• Have resources to support marketing and development for a new market
• Be willing to travel to the selected market (where and when travel is permitted) and/or to Sydney for events, and must cover own travel expenses

Note this program is designed for NSW businesses who produce and own their own brand. This program is not for aggregators, traders, or businesses who sell services to exporters.

Additional eligibility requirements for this stream

• Already exporting to at least one overseas market

The ideal participant

Ideal product categories:

• Products that suit and convey a ‘wellness’ theme
• Agri products and processed foods that can be marketed as functional or healthy
• Consumer health supplements, personal care, and cosmetics with a strong wellness theme
• Able to provide product samples for a virtual or face to face business matching function

Businesses not eligible for this stream

• Previous Going Global Program “to China” participants

Information Session

An information session was held on 8 December 2022.

How to apply

Applications closed on 29 February 2023.

Applicants will be notified of the outcome around 14 February.

Note:  Apply for your preferred market - you can apply for and participate in only one stream.