APCNZ Operations Immersion Programme

Organisation: Primary Collaboration New Zealand Limited
Grant Number: M17006
Grant Amount: $45,000

The Primary Collaboration New Zealand Ltd (PCNZ NZ) was established to gain a better understanding of the complex China market and facilitate easier access to China.

In total 13 Executives from Mr Apple, Kono, New Zealand King Salmon, Synlait and Sealord participated along with Malcolm Nitschke from AGMARDT and Kevin Parish the General Manager from PCNZ SHG.

The programme focused on four key elements. Firstly, consumer insights to discover what consumers thought of their products in China and the sort of experience they are looking for from foreign brands. Secondly a closer look at one of the major trends happening in China – the move of e-commerce players into a ‘bricks and mortar’ model.  Thirdly, the group looked at how to go about launching a retail brand in China. Here participants were invited into Shanghai Pengxin’s office to understand their latest brand launch (Theland) that involved NZ dairy products. Lastly the programme allowed participants to get a sense of the scale and size of China with a visit to a second-tier city – Chongqing.

“The concept for both programmes is to support and add to the knowledge base our clients (both governance and operations people) have about China. This gives them a deeper understanding of the market opportunity and resource required to be successful here” said Kevin Parish, General Manager – PCNZ Shanghai. “China changes at the speed of light and so we need to be constantly refreshing our knowledge and building long term relationships – these programmes supported by AGMARDT play a key role in keeping our clients informed and connected to this very important market”.    Kevin Parish, General Manager of Shanghai Office, PCNZ

AHD recognised the potential of this natural animal bedding product and had immediate success in the New Zealand market.  With the local market secured, the potential and size of the Asian thoroughbred and sport horse market was alluring yet, with no expert, dedicated resource onboard, breaking into exporting was proving difficult.  AGMARDT’s funding has allowed AHD to establish and grow its Asian equestrian market networks and sales for the new bedding product.

“AGMARDT’s support has allowed AHD the time and resources to fully commit to growing its Asian export markets.” Richard Kettle, Managing Director