SPC’s Goulburn Valley and SPC fruit products will be exported to China following a deal with China State Farm Agribusiness Shanghai.
At a formal agreement signing ceremony in Shanghai on Thursday, SPC managing director Reg Weine said the company was thrilled to bring its packaged fruit to the largest consumer market in the world.
‘‘China represents a significant business opportunity for SPC in the years ahead and this is an important step in realising our growth strategy,’’ Mr Weine said.
He said the products came straight from the Goulburn Valley and the company aimed to leverage its reputation as the food bowl of Australia as well as the region’s heritage and provenance when launching the brands in China.
CSFA Shanghai will be SPC’s master distributor in China, appointing well-known celebrity, singer and actress Ye Yiqian as its brand ambassador in that country.
‘‘Ye Yiqian has already injected a great amount of personality and style into our brands ahead of our launch into the Chinese market,’’ Mr Weine said.
‘‘Her passion for cooking, love of food, and her deep connection with aspirational Chinese consumers is something we believe will be advantageous for our launch and will help contextualise our products for this new audience.’’
Mr Weine said this was a huge opportunity for the company in its 100th year, with the Chinese market being five times the size of the Australian processed fruit market.
SPC has been exporting products to international markets for more than 90 years, including the United States, United Kingdom, Europe, South-east Asia, Japan and the Middle East.