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New Zealand King Salmon joins forces with PCNZ to undertake supply to China


Primary Collaboration New Zealand (Shanghai) Co Ltd (PCNZ) has signed a deal with Top of the South based New Zealand King Salmon to support the launch and development of their brands in China. After several months PCNZ was selected as the preferred partner to meet the opportunities in this challenging market.  

“We needed on the ground intel, advice and in-market services from a partner who is active and well networked in the premium food and beverage industry in China whilst also acknowledging our Kiwi origins and context. The services of PCNZ will be a great complement to our commercial partnership with China Resources Ng Fung Ltd. We also look forward to the opportunity to collaborate with fellow food and beverage exporters delivering a fantastic New Zealand story to China,” says Jemma McCowan, general manager marketing, New Zealand King Salmon.

PCNZ are now in the process of recruiting a suitable person to fill the role of Senior Market Manager, responsible for delivering the key market objectives for New Zealand King Salmon.

“PCNZ has attracted some top talent from the local market and over the last two years developed a strong team culture. One of our key values is to ‘Create value for our clients’ and we’ll be looking to work closely with New Zealand King Salmon over the next couple of years to do exactly that with the first step of finding the right person” says Kevin Parish – General Manager PCNZ.

New Zealand King Salmon is the world’s largest aquaculture producer of the  premium King salmon species, producing more than 50% of the world’s supply. The company has been growing, processing and supplying salmon to consumers and chefs around the world for more than 30 years. New Zealand King Salmon listed on the NZX Main Board and ASX in October 2016. At the time, China Resources Ng Fung Ltd took a 9.99% share in the business and have also been instrumental in getting an initial sales programme underway in China for the company’s premium brand, Ōra King.

“The recent investment of China Resources Ng Fung Ltd in the New Zealand King Salmon business has given us a fantastic stepping stone into the China market and the initial results are already indicating there are promising opportunities for growth for our premium brands in the China market. ”says Grant Rosewarne, CEO of New Zealand King Salmon.

PCNZ will be responsible for marketing, promoting, educating and training food service and retail professionals, as well as diners and consumers, in the story and key culinary attributes of Ōra King. New Zealand King Salmon joins other PCNZ clients – Mr Apple, Bostock, Freshmax, Kono, Sealord, Silver Fern Farms, Synlait and Villa Maria in collectively tackling the China market. Over the past two years these companies have reported several successes including the development of a completely new business line to NZ$10 million in sales over an eighteen-month period.     

“We are very pleased to have partnered with New Zealand King Salmon as this proves the value of New Zealand companies collaborating under the PCNZ umbrella and strengthens our overall offering of great brands from New Zealand.” Andy Borland – Chairman PCNZ.

The Primary Collaboration New Zealand Limited (PCNZ NZ) was established to gain a better understanding of the complex China market and facilitate easier access to China - a key market for New Zealand primary produce. PCNZ NZ has established a China services company called Primary Collaboration New Zealand (Shanghai) Co., Ltd (PCNZ SHG) as a wholly foreign owned enterprise (WFOE) in Shanghai to provide ‘in-market’ services in the People’s Republic of China.

The collaboration stems from the inaugural New Zealand Primary Sector Boot camp movement held by industry CEOs and government agency leaders at Stanford University in 2012. The Te Hono movement as it has become known is still actively pursuing the creation of a stronger New Zealand economy through a number of similar initiatives.

The founding clients (which are also shareholders) are currently Sealord, Silver Fern Farms, Synlait Milk, Villa Maria Estate, Kono and Pacific Pace.  Pacific Pace is itself a collaboration between Hawke’s Bay horticulture businesses Mr Apple, Crasborn Group and J M Bostock Group.

These companies represent the following categories – wild caught seafood, free range beef, lamb and venison, infant formulae and dairy based nutritional ingredients, sustainable wine production and marketing, farmed mussels and oysters, fruit leathers and apples.

10th May 2017

Andy Borland, Chairman, Primary Collaboration NZ Ltd, Tel: 021-975 999, email:
Kevin Parish, General Manager, Primary Collaboration (Shanghai) Ltd, Tel: +86 138 184 84023, email:
Jemma McCowan, New Zealand King Salmon, Mob: 029 230 0021, email: