Historical China opens doors to an exciting new Australian tradition
24th August 2009
The fine food market is an exciting niche opportunity in China which is now being targeted by some of the most established names – and traditions – in Australian agriculture.
Elders and the Wylie family share a history and tradition of working together spanning more than 70 years.
And now they are turning their combined sights on the staggering potential of the Chinese market where a niche opportunity can mean doing business with 10, 50 or even 100 million people.
Pendleton Fine Foods is the Wylie family’s agricultural marketing brand and it is now being sold in China by Elders Fine Foods Ltd.
Elders already has a proven 50-year track record in the export market to China, making major inroads long before the market was opened to the extent it is today.
Pendleton Fine Foods is well known for its large range of extra virgin olive oils and other fine foods using its own produce and contract production.
Elders Chief Operating Officer Mike Guerin says Elders sees new opportunities to move beyond rural commodities and sell value-added food produce to China.
He says that is why the company set up Elders Fine Foods to take advantage of the growth and increasing openness to western nations and food cultures.
Pendleton Estate Managing Director Grant Wylie says as farmers his family enterprise progressed beyond the farm gate to sell a branded product rather than bulk produce.
“Elders continues to be there with us by taking our branded product to China,” Grant says.
“Elders Fine Foods enables us to distribute our retail and food service range of Pendleton extra virgin olive oil and fine foods,” he says.
China is a growth market for Australian produce and Pendleton Fine Foods and Elders are expecting strong sales of Australian extra virgin olive oil as the Chinese olive oil market explodes by as much as 70 pc every year.
Elders Fine Foods General Manager Craig Aldous says he finds branded Australian produce such as Pendleton’s is readily accepted in China because Elders and Australia have such long associations with the market.
“Pendleton’s olive oil and other produce is a great match to complement our high quality Australian and New Zealand beef, lamb and wines, assisting overall sales,” Craig says.
“Pendleton’s olive oil is now being used in some of China’s best hotels and finest restaurants including establishments along Shanghai’s famous ‘Bund’, along with other Australian fine foods also supplied by Elders,” he says.
For more information contact:
Elders Fine Foods General Manager, Craig Aldous, craig.aldous@elders.com.cn or
Pendleton Estate Managing Director, Grant Wylie on grantw@pendletonestate.com.au or (08) 8346 0455.
www.elders.com.cn
www.pendletonestate.com.au
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