The Bridges Brief - August 2010
World Expo – Shanghai, China
At the end of July I was privileged to attend the Shanghai World Expo with a large Bay of Plenty delegation made up of over 50 business people, educationalists and other civic leaders such as MP Todd McClay, Mayor Stuart Crosby, EBOP Chair John Cronin, and Councillor Bill Faulkner. Much was achieved and I enjoyed a busy and fascinating trip to a remarkable country.
In contrast to expectations, Shanghai was clean, green, highly organised and prosperous. This wealth is growing a burgeoning middle class that is fuelling strong trade with New Zealand.


Shanghai: The old and the new
Indeed, on one set of figures I have seen the Chinese middle class – those earning at least 80,000 yuan (approximately NZ$16,500) annually – will reach 700 million, or 48 percent of the country’s population, by 2020. Most in this class live in economically go-ahead regions and big cities such as Shanghai, which currently has a population of around 20 million people.
Asia-wide there are today 3 million millionaires, 26 percent more than a year ago: this means a region, in which China is the leading power house, that controls more wealth than Europe and is closing in quickly on North America. As an example of this prosperity, that sees the Asian rich control $9.7 trillion in assets, think of this mind-boggling number: Chinese millionaires spent $830 million on fine art last year. That’s some pretty valuable paintings!
Of course this expanding group of middle class and very wealthy citizens are providing a ready market for all manner of goods and services increasingly from our country.
As you will probably know, New Zealand was the first developed country to negotiate and then complete a free trade agreement with China in 2008. The importance of this cannot be overestimated.
Stemming from our FTA, China has gone from well back in New Zealand’s trade pack to recently overtake the USA as our second biggest trading partner behind Australia. In the darkest days of the recession in the 2009 calendar year our exports to China increased a massive 43 percent.
It is estimated that China will very soon be our largest trading partner and when our PM John Key recently met with the Premier of China, Wen Jiabao, it was agreed in principle that our nations would work together to double our annual $10 billion in trade to $20 billion by 2015. Out of this figure, we hope to treble New Zealand’s exports from $4 to $12 billion and a large quantity will be in education, tourism and, of course, quality New Zealand produce.
Mayor Stuart Crosby and I roped into the Haka at World Expo – hundreds of adoring Chinese look on
While in Shanghai I got to see both the future potential but also the already proven success of our produce going to middle class Chinese willing to pay top dollar (or yuan). On a day with local representatives of Tauranga-based success story Zespri, I learned that Shanghai alone consumes 400,000 trays of kiwifruit a month.
Year-to-date growth is a staggering 66% and demand for gold kiwi is so strong we simply can’t supply enough. Chinese love the Gold kiwifruit for its sweetness and nutrition and unlike with the green variety, in the Gold market Zespri does not face competition.
Perhaps most interesting is who the target market is. Given what I have already said, you will appreciate that it is from amongst the rising middle class and the rich. But the primary target audience is even more specific: young women eating kiwifruit because they care about their health and beauty and with China’s one child policy they care about their child’s health.
Zespri kiwifruit is known in China by the slogan, “small fruit, big nutrition.” In one plush inner supermarket I visited, Zespri Gold kiwi were selling for - wait for it - $5 a piece.
The kiwifruit story is by no means the only good news for the Bay of Plenty coming out of China. Many other businesses on our trip developed and deepened relationships while I was there so that discernable advances could be seen.
The Bay of Plenty Aquaculture delegation in Shanghai with me realised trade and investment opportunities beyond their best expectations. In particular, meetings with Oriental Ocean, the number one seafood business in China, has resulted in its President coming to New Zealand next month. He will in all probability conclude arrangements that will see our green lipped mussels processed in Tauranga before heading to Oriental Oceans’ high value seafood stores throughout China.
There also remains the potential for us to export further sea produce through Oriental Ocean such as sea cucumbers (a delicacy in China), scallops, and other fish, sourced mainly from the Eastern Bay of Plenty, but set to be processed and shipped from Tauranga.

Sea cucumbers in the water and ready for sale in Shanghai
Out and about
In addition to attending to my parliamentary duties this month, I have greatly enjoyed visiting nearly every primary school in the Tauranga electorate. Before the end of the year I will have visited all of our schools (some several times). Our teachers and principals do a wonderful job for us and ensure that our children get one of the best educations in the country.
My vision is our city’s students will be able to put skills learned to great use in our region in the future. Perhaps they will be involved in the science needed to keep our horticulture and aquaculture businesses at the cutting edge worldwide, so that affluent Asians of the future will continue paying a premium for our top quality nutritious produce.
World Expo – Shanghai, China
At the end of July I was privileged to attend the Shanghai World Expo with a large Bay of Plenty delegation made up of over 50 business people, educationalists and other civic leaders such as MP Todd McClay, Mayor Stuart Crosby, EBOP Chair John Cronin, and Councillor Bill Faulkner. Much was achieved and I enjoyed a busy and fascinating trip to a remarkable country.
In contrast to expectations, Shanghai was clean, green, highly organised and prosperous. This wealth is growing a burgeoning middle class that is fuelling strong trade with New Zealand.
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Shanghai: The old and the new
Indeed, on one set of figures I have seen the Chinese middle class – those earning at least 80,000 yuan (approximately NZ$16,500) annually – will reach 700 million, or 48 percent of the country’s population, by 2020. Most in this class live in economically go-ahead regions and big cities such as Shanghai, which currently has a population of around 20 million people.
Asia-wide there are today 3 million millionaires, 26 percent more than a year ago: this means a region, in which China is the leading power house, that controls more wealth than Europe and is closing in quickly on North America. As an example of this prosperity, that sees the Asian rich control $9.7 trillion in assets, think of this mind-boggling number: Chinese millionaires spent $830 million on fine art last year. That’s some pretty valuable paintings!
Of course this expanding group of middle class and very wealthy citizens are providing a ready market for all manner of goods and services increasingly from our country.
As you will probably know, New Zealand was the first developed country to negotiate and then complete a free trade agreement with China in 2008. The importance of this cannot be overestimated.
Stemming from our FTA, China has gone from well back in New Zealand’s trade pack to recently overtake the USA as our second biggest trading partner behind Australia. In the darkest days of the recession in the 2009 calendar year our exports to China increased a massive 43 percent.
It is estimated that China will very soon be our largest trading partner and when our PM John Key recently met with the Premier of China, Wen Jiabao, it was agreed in principle that our nations would work together to double our annual $10 billion in trade to $20 billion by 2015. Out of this figure, we hope to treble New Zealand’s exports from $4 to $12 billion and a large quantity will be in education, tourism and, of course, quality New Zealand produce.
Mayor Stuart Crosby and I roped into the Haka at World Expo – hundreds of adoring Chinese look on
While in Shanghai I got to see both the future potential but also the already proven success of our produce going to middle class Chinese willing to pay top dollar (or yuan). On a day with local representatives of Tauranga-based success story Zespri, I learned that Shanghai alone consumes 400,000 trays of kiwifruit a month.
Year-to-date growth is a staggering 66% and demand for gold kiwi is so strong we simply can’t supply enough. Chinese love the Gold kiwifruit for its sweetness and nutrition and unlike with the green variety, in the Gold market Zespri does not face competition.
Perhaps most interesting is who the target market is. Given what I have already said, you will appreciate that it is from amongst the rising middle class and the rich. But the primary target audience is even more specific: young women eating kiwifruit because they care about their health and beauty and with China’s one child policy they care about their child’s health.
Zespri kiwifruit is known in China by the slogan, “small fruit, big nutrition.” In one plush inner supermarket I visited, Zespri Gold kiwi were selling for - wait for it - $5 a piece.
The kiwifruit story is by no means the only good news for the Bay of Plenty coming out of China. Many other businesses on our trip developed and deepened relationships while I was there so that discernable advances could be seen.
The Bay of Plenty Aquaculture delegation in Shanghai with me realised trade and investment opportunities beyond their best expectations. In particular, meetings with Oriental Ocean, the number one seafood business in China, has resulted in its President coming to New Zealand next month. He will in all probability conclude arrangements that will see our green lipped mussels processed in Tauranga before heading to Oriental Oceans’ high value seafood stores throughout China.
There also remains the potential for us to export further sea produce through Oriental Ocean such as sea cucumbers (a delicacy in China), scallops, and other fish, sourced mainly from the Eastern Bay of Plenty, but set to be processed and shipped from Tauranga.
![]()
Sea cucumbers in the water and ready for sale in Shanghai
Out and about
In addition to attending to my parliamentary duties this month, I have greatly enjoyed visiting nearly every primary school in the Tauranga electorate. Before the end of the year I will have visited all of our schools (some several times). Our teachers and principals do a wonderful job for us and ensure that our children get one of the best educations in the country.
My vision is our city’s students will be able to put skills learned to great use in our region in the future. Perhaps they will be involved in the science needed to keep our horticulture and aquaculture businesses at the cutting edge worldwide, so that affluent Asians of the future will continue paying a premium for our top quality nutritious produce.







