In mid-June, Christopher Luxon, Prime Minister of New Zealand, paid his first official visit to China and held a series of business events in Shanghai. As a leading enterprise in the industry, Grand Farm Group, with its 30 years of contributions to international trade, signed a strategic upgrade agreement with New Zealand’s Alliance Group in the presence of Prime Minister Luxon, and was officially accredited by Meat Industry Association of New Zealand.
Grand Farm & Alliance Group: A New Milestone Marking 25 Years of Win-Win Cooperation
“This visit is centred on New Zealand’s economic growth!” Amid complex global dynamics including rising deglobalisation sentiments and profound restructuring of the global industrial chain, New Zealand is stepping up its “going global” strategy at an unprecedented pace, with China, its largest trading partner, as its top destination. On the first day of his visit, Prime Minister Luxon attended a packed schedule of business events in Shanghai.
On the evening of June 18, the New Zealand-China Business Cooperation Launch was grandly held at The Peninsula Shanghai. Witnessed by New Zealand Prime Minister Christopher Luxon and Ambassador to China Grahame Morton, New Zealand enterprises signed various levels of cooperation agreements with a host of Chinese partners. As a frontrunner in China’s beef and lamb industry, Grand Farm Group renewed its strategic cooperation agreement with Alliance Group. Notably, Grand Farm was one of only two meat enterprises to sign agreements that evening.
Having established a strategic partnership in 2000, Grand Farm Group and Alliance Group have now collaborated for a full 25 years. Together, the two sides have built a dual-brand system in the Chinese market. During this period, Grand Farm has also continued to grow and improve, becoming the first enterprise in China’s beef and lamb industry to obtain dual European certifications: BRCGS and IFS.
Face-to-Face with Prime Minister Luxon
At the business cooperation launch, Ms. Chen Jiaojiao, President of Grand Farm Group, held an in-depth conversation with Prime Minister Luxon, raising questions on industry concerns including declining meat production in New Zealand and the impact of New Zealand’s environmental protection and emission reduction policies on the livestock sector. In response, Prime Minister Luxon stated that the New Zealand Government is committed to enhancing the competitiveness of the livestock industry and has effectively removed 23 regulatory provisions unfavourable to agricultural development, creating a more relaxed business environment for the country’s livestock sector.
When asked by President Chen Jiaojiao, “New Zealand boasts a unique natural environment, a well-developed livestock industry, and exceptional-quality meat products. How will the New Zealand Government help Chinese consumers better recognise these advantages?”, Prime Minister Luxon replied that the government will step up promotional efforts and share more stories of New Zealand brands to deepen Chinese consumers’ understanding of the value of its products.
Official Recognition from the Prime Minister: Grand Farm and Its Core Channel Partners Receive Honorary Accreditation
On the afternoon of the 18th, at the brand launch luncheon New Zealand Beef & Lamb – Taste Pure Nature hosted by Meat Industry Association of New Zealand, Prime Minister Luxon personally presented official accreditation plaques to key Chinese channel partners.
New Zealand Beef & Lamb – Taste Pure Nature is the official emblem of New Zealand grass-fed beef and lamb, embodying the country’s natural, pristine origin advantages and superior product quality. Nathan Guy, Independent Chair of Meat Industry Association of New Zealand, delivered the opening address, and Prime Minister Luxon delivered a speech announcing the official launch of New Zealand’s premium red meat origin brand in China.
During the accreditation ceremony, Mr. Chen Xibin, Chairman of Grand Farm Group, President Chen Jiaojiao, and its domestic partners took to the stage four times to receive accreditations, making Grand Farm the most accredited enterprise. Grand Farm was honoured as a Strategic Cooperation Channel Partner, a high recognition of its contributions to bringing premium New Zealand red meat products to the Chinese market, and a milestone marking deeper cooperation between Chinese and New Zealand enterprises in the red meat sector. Eight premium partners of Grand Farm were respectively accredited as “Preferred Experience Stores”, “Designated Retailers” and “Strategic Cooperation Channel Partners”, jointly forming a new matrix for Grand Farm and its partners to expand market channels.
Taking the series of business events during New Zealand Prime Minister’s visit to China as a new starting point, Grand Farm Group will continue to uphold the philosophy of integrity and win-win cooperation, join hands with industry resources, and bring healthy, high-quality and fresh beef and lamb products to the tables of Chinese families.