Collaboration of New Zealand primary companies launches in China



A recently formed New Zealand primary industry collaboration in China is now up and running, has appointed a former NZ trade commissioner as General Manager and opened its office in Shanghai.
Primary Collaboration (Shanghai) Limited (PCNZ) was formed late last year to provide ‘in-market’ services in the People’s Republic to its six founding members, all of them New Zealand businesses active in China.
Former NZTE Hong Kong Trade Commissioner Kevin Parish has been appointed General Manager of PCNZ and the group has set up an office in Shanghai’s Xintiandi district, an affluent and historic area of the city.
The company is currently recruiting market managers to represent the member companies’ brands and support the existing distribution network.
PCNZ member companies include Sealord, Silver Fern Farms, Synlait Milk, Villa Maria Estate, Kono and Pacific Pace. Pacific Pace is itself a collaboration between Hawke’s Bay horticulture businesses Mr Apple, CrasbornGroup and J M Bostock Group.
Kevin Parish says PCNZ is a new innovative business model for China designed to deliver value beyond what members could achieve individually.
“China is a challenging market for New Zealand companies and anything we can do better to understand complexities of it and support our in-market partners represents a positive step forward,” Mr Parish says.
“With the office now established we are in recruitment mode looking for quality market managers and administrative staff to support the team. Once the team is in place we can start building relationships with importers, wholesalers, customers and both New Zealand and Chinese government officials based in the Republic.”
Economic Development Minister Steven Joyce officially opened the new premises on Wednesday 8 April.
“Ceremony is a very important protocol in China so we were keen to celebrate this significant milestone for the group,” says Andy Borland, chairman of PCNZ. “We were very pleased that Minister Joyce was able to attend the opening and support the launch of PCNZ in Shanghai.”

The collaboration stems from the inaugural New Zealand Primary Sector Bootcamp movement held by industry CEOs and government agency leaders at Stanford University in 2012.
Mr Borland says the meeting discussed at length at the Primary Sector Bootcamp and how it could improve New Zealand’s understanding of the vast Chinese market.
“Creating an in-market presence to improve and facilitate our respective business interests there seemed like a no-brainer,” Mr Borland says.
New Zealand Trade and Enterprise (NZTE) has supported the venture by providing resources and co-investment, in effect matching costs associated with the members’ formation funding.
NZTE CEO Peter Chrisp says the Government's international business development agency is looking for opportunities to build coalitions of companies to go-to-market together. “In a small country such as New Zealand it makes sense to “collaborate to compete,” Mr Chrisp says.

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