“Premium” branding helping small Australian producers stand out in China

There is no “magic” formula to cracking the Chinese export market, but Australian brands still stand to benefit by positioning their goods as “premium” quality, says a recent exhibitor at China’s largest international export conference.

Pendleton Olive Estate, a South Australian producer of high-quality olive oils, vinegars, and infusions, was one of nearly 250 Australian brands represented at November’s China International Import Expo in Shanghai.

The annual event’s significance was underscored by the attendance of Prime Minister Anthony Albanese and Trade Minister Don Farrell, during an international visit focused on normalising trade relations between the two nations.

Speaking to SmartCompany, Pendleton Olive Estate executive director Nick Whiting outlined some of the key factors that have helped the company build its presence in China over the past 10 years.