The Aussie Mar­ket

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That leads to an­other chal­lenge John­son iden­ti­fies for other Kiwi ex­porters: size. “If you build a mar­ket over­seas and it takes off and then you can’t ful­fill your or­ders be­cause of a raw ma­te­rial short­age, you lose that mar­ket and they may never trust you again,” says John­son.

More tra­di­tional food and bev­er­age ex­porters want­ing to take ad­van­tage of the healthy food trend, need look no fur­ther than Aus­tralia, says NZTE busi­ness de­vel­op­ment man­ager Pe­ter Win­ter.

Aus­tralian su­per­mar­kets are mak­ing more space for fresh fruit and veg­eta­bles and ac­tively look­ing for or­ganic pro­duce, while healthy adult snack­ing pro­vides a good mar­ket op­por­tu­nity. De­spite our neigh­bour’s some­times fric­tional re­la­tion­ship with our food im­ports (ap­ples, any­one?), over­all the Aussies are wel­com­ing if we can bring some­thing of qual­ity to the ta­ble.

“Re­tail­ers be­lieve if they can find an in­no­va­tive bet­ter prod­uct, say from New Zealand, they are quite will­ing to look at it,” Win­ter says.

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