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Silver Fern Farms is New Zealand’s leading producer and exporter of premium beef, lamb and venison and associated products to more than 60 countries and regions. The company began exporting New Zealand grass-fed meat to China 25 years ago.
Since 2008, following the signing of the China-New Zealand Free Trade Agreement, the company has experienced significant value and volume sales growth, driven largely by commodity beef and sheep meat.
Drawn by the strength and potential of the China market and its consumers’ growing demand for high-quality red meat products, Silver Fern Farms began establishing its business in China.
In 2016, Silver Fern Farms Co-operative Limited entered a 50/50 strategic partnership with Shanghai Maling Aquarius Co., Ltd., leveraging the market reach and channel resources of Shanghai Maling and Bright Food to reach the growing number of Chinese consumers looking for premium produce.
To better serve this dynamic market, in 2018, Silver Fern Farms announced the establishment of its China company, Silver Fern Farms Shanghai Limited.
After a couple of years of investing in expanding local channels, in 2020, Silver Fern Farms launched its inaugural China retail products tailored for local consumers on both online and offline channels.
Today, the company’s Shanghai-based Chinese team comprises over 20 members and is still growing to support Silver Fern Farms development in China. With a capable and experienced team in the local market, China has become the company’s biggest market for the fourth consecutive year.
China is a sophisticated market that is evolving faster than ever. It is largely seen as the world’s most dynamic market, with e-commerce expanding sales channels and changing how we interact with consumers. It is a highly competitive one, and local players are joining the meat market to answer rapidly growing demands for high-quality protein. Chinese consumers always expect to be presented with new, diverse products and experiences, which motivates brands to keep innovating to cater to these constantly evolving preferences.
Silver Fern Farms “Plate to Pasture” strategy – which centres the business around the needs of the consumer first – enables it to embrace the challenges of the Chinese market and stand out. In China, the company has made a number of strategic partnerships with quality local partners in China to further expand offline and online sales channels, making it easier for Chinese consumers to purchase premium, delicious, healthy and nutritious red meat products. It also actively works with partners to consistently innovate products to stay atop of emerging demands of the market. These partnerships enable Silver Fern Farms to better understand and access the China market, delivering the right products that consumers need.
•In 2022, Silver Fern Farms debuted the full range of its grass-fed branded retail packaged venison products in China at the 5th CIIE, bringing this new low-fat, high-protein, healthy, and versatile choice directly to Chinese consumers through online and offline channels.
•At the same time, Silver Fern Farms signed a partnership with the on-demand e-commerce platform Dingdong Maicai, further expanding its China market footprint.
•In 2021, Silver Fern Farms established cooperation with retail channels including Shenzhen Hema and Beijing Hualian Group (BHG) Market Place, and entered the Douyin e-commerce platform for wider market penetration.
•In 2020, Silver Fern Farms developed its inaugural China retail channels with Sam’s Club and a branded store on JD.com.
Building on the strong foundation of this bilateral trading relationship, Silver Fern Farms will look to continue strengthening its investment in the Chinese market and build greater connections between Chinese consumers and New Zealand’s farmers.