Zespri’s China Journey With Bruce Cameron
Zespri is one of New Zealand’s few truly international brands. In this podcast, find out how Zespri grew its China market from a mere two percent, to over 20 percent of its global sales, on its way to becoming Zespri’s first billion dollar market.
Zespri’s China journey hasn’t been smooth sailing, however, and in this podcast, Zespri Chair Bruce Cameron discusses Zespri’s missteps, how they built their brand, the role innovation has played in the company’s success; the importance of ‘giving back’ when you form partnerships; and Bruce’s advice to kiwi exporters taking on the China market.
Timestamps
| 00:52 | How Zespri’s China journey started |
| 03:19 | Zespri’s missteps in China |
| 06:00 | How Zespri became the importer of record in China |
| 06:38 | Importance of kiwi companies working together to approach the China market |
| 11:21 | Building the Zespri brand |
| 15:54 | Importance of innovation in Zespri’s success |
| 18:04 | Doing business in China is a two way street |
| 19:52 | The role of government in business |
| 24:09 | Zespri’s exposure to China |
| 26:28 | Advice for kiwi exporters |
References
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