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Greater-China-hero-3000x1596

in the world

out of 55 countries

Source: INSEAD Business School, Global Innovation Index, 2020

in Asia and Oceania

Source: Economist Intelligence Unit, Global Food Security Index, 2019

for New Zealand

Food & Beverage

Food safety is paramount to New Zealand's food and beverage producers. There have stringent food-hygiene standards and practices, and New Zealand employs a range of advanced technologies and quality controls to ensure only the highest-quality products leave its shores.

New Zealand breeds world-changing food innovation − from carbon zero milk and sheep that emit less methane, to nutritionally superior apples, distinctive, red-fleshed kiwifruit, and honey not found anywhere else on the planet. New Zealanders are always striving to offer products that are better for you, and for the world.

[Made with Care campaign](/page/made-with-care)

Natural Health & Wellness

The success of New Zealand's natural health products industry comes from the country's unique natural environment and New Zealanders' strong belief in the value and power of nature. New Zealand has a reputation for sustainably produced, high-quality products and ingredients, unique flora and fauna, and an innovative attitude.

Pet food

The Chinese pet market has been growing rapidly, thanks to fast-rising pet ownership driven by a younger generation of modernised and digitised pet owners. This growth should continue − if not accelerate − with an ongoing rise in pet ownership, evolving pet-owner profiles, and a trend towards 'trading up'.

Agritech

New Zealand's farmers and growers have a deep connection to land and resources, and a mindset that treats food production as an expert profession. They have a commercially driven, data-led attitude that comes from running profit-based businesses without outside support in tough environments and business conditions.

When it comes to agritech, New Zealand has many comparative advantages. These include: a strong complementary food and fibre industry, a small market size – ideal for testing technologies – ingenuity in developing solutions and world-class research, strong pasture-based management systems, and increased international investment activity.

Based in Shanghai, Chris leads NZTE's operations and stakeholder relationships across mainland China, Hong Kong and Taiwan. He was appointed immediately following service as NZTE's Trade Commissioner in Beijing.

Chris earlier served as Trade Commissioner/Vice Consul in São Paulo, Brazil, covering the region of Brazil, Argentina and Uruguay, and also in Spain and Portugal as a Business Development Manager.

Prior to joining NZTE, Chris was a Performance Coach, Trainer and Speaker based in Madrid, as well as a published author, assisting organisations in getting the best out of their leaders and teams.

Fluent in Spanish and proficient in Portuguese, Chris graduated from Waikato University with majors in Human Resource Management and Industrial Relations.

Chris Metcalfe

Joris leads NZTE’s commercial team at the New Zealand Embassy in Beijing, supporting New Zealand businesses to succeed in Northern and Western China.

He brings experience in international business development, having advised companies across a range of sectors and markets both through NZTE and his own ventures.

Prior to his posting in Beijing, Joris was a Customer Manager in NZTE’s Christchurch office, working closely with exporters to grow their global footprint. He has studied International Business in New Zealand, the Netherlands and China, and speaks intermediate Mandarin and Dutch.

Joris de Vocht

Steve leads NZTE’s Commercial Team in Shanghai, working to grow New Zealand companies exporting to and operating in mainland China.

His previous international roles with NZTE include assignments as Regional Director for Latin America (2019-2023), responsible for teams in Brazil, Mexico, Chile and Colombia, and as Trade Commissioner Dubai (2011-2014) and Guangzhou (2018).

With NZTE in New Zealand he has held customer facing roles working with high-growth technology and services companies. Prior to joining NZTE he held marketing and business development roles in the creative sectors in the UK and NZ. He speaks Mandarin (beginner), Spanish (beginner) and Portuguese (intermediate).

Steve Jones

Based in Guangzhou, Pete Frost leads the NZTE Teams in Guangzhou and Hong Kong, supporting the growth of New Zealand companies in South China and Hong Kong SAR.

He brings public and private sector experience in strategy, international business development and project delivery to the Greater China team.

Pete was most recently NZTE's private secretary based in the Office of the Minister for Trade and Export Growth. In this role he facilitated the relationship between NZTE and government ministers across multiple portfolios. Previously, Pete spent four years in Hong Kong, initially working with the Gallagher Group as a strategic business manager focused on business development and regional expansion strategy for Gallagher Security in Asia. He has also had roles at NZTE managing large-scale strategic and operational programmes and projects, and he worked with New Zealand Police's International Service Group and the Embassy of Japan in Wellington.

Pete studied in New Zealand and France. He holds degrees in law, French and New Zealand politics, and has an honour's degree in international relations.

Pete Frost

Based in Taipei, Michelle leads the NZTE Team in Taipei, supporting the growth of New Zealand companies in Taiwan.

Her previous roles at NZTE have included Customer Manager, Customer Director in Wellington and Business Development Manager in Tokyo. Prior to NZTE Michelle worked in regional economic development, and for NZ exporters Comvita and Shuttlerock in Japan.

Michelle brings leadership and governance experience, strategic thinking, cultural intelligence and design thinking skills to the Greater China team.  She is a Director of Table Tennis NZ and of the Australia NZ Chamber of Commerce in Taiwan.

Michelle holds an Honours degree in International Business and Japanese from The University of Waikato. She speaks Japanese, Mandarin Chinese and beginner Korean.

Michelle McCarthy

For more information on New Zealand products, services and expertise, or to connect with New Zealand businesses, contact us for support from NZTE’s team in your region.

We’re ready to help and look forward to hearing from you.

NZTE is the global team in your corner, here so you don’t have to go it alone. We offer independent export advice, global networks and tailored solutions to accelerate your international growth.

PARTNER WITH NEW ZEALAND - GREATER CHINA

欢迎, 歡迎, Nau mai, haere mai. Welcome.

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