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New Zealand China Council
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Zespri’s China Journey With Bruce Cameron

July 15, 2020

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.


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
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