Harnessing Brand NZ in China: a "clean and green" story
With the world rapidly growing in population, and New Zealand's land resources remaining finite, it is crucial to ensure that our agricultural produce has a comparative advantage in our export markets. The purpose of this report is to understand the current Chinese market, identify opportunities and challenges for the New Zealand brand in food products, and propose recommendations based upon successful case study examples and literature research.
Keywordsexport markets; Chinese market; New Zealand brand; food production; food safety; clean green; branding
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