China has become New Zealand’s most important destination for food and fibre exports. In the year ending 30 June 2012, total exports from New Zealand to China were worth $6.1 billion, of which food and fibre exports were worth $4.9 billion. This was a three-fold increase in only five years. A main feature of these exports is that they have been mainly commodity-based. Although it is possible to find New Zealand branded food products in some supermarkets, the overall effect at the consumer level remains low. Despite its obvious importance, China remains a country which is poorly understood in New Zealand. This is particularly the case in relation to agri-food opportunities. In this article we set out what we consider to be the major forces which will shape the future opportunities.