Stanley, Sophie2014-06-162014-06-162012https://hdl.handle.net/10182/6065The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.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.enCopyright © The Author.export marketsChinese marketNew Zealand brandfood productionfood safetyclean greenbrandingMonographThis Kellogg Rural Leaders Programme report can be viewed only by current staff and students of Lincoln University.ANZSRC::1505 MarketingANZSRC::150308 International BusinessANZSRC::140201 Agricultural Economics