The next chapter of NZCTA: Collaboration with Auckland Business Chamber officially announced

On August 12, New Zealand China Trade Association had a pleasant gathering, The Next Chapter: Where NZ–China Trade Grows From Here, with its leadership and members catching up over drinks and canapes. The evening also announced the beginning of NZCTA’s new partnership with the Auckland Business Chamber. Under this arrangement, the Chamber will provide management and administrative support to NZCTA, while NZCTA remains an independent association guided by its Executive Committee and members.

John Cochrane, Chair of NZCTA, opens the event and welcomes the attendees.

We also introduced Anna-May Isbey as NZCTA’s new Executive Director.

In her address, Anna-May spoke about NZCTA’s role at a time when the environment for New Zealand–China trade is becoming more complex. Trade remains strong, but investment is softer and geopolitical uncertainty is affecting how companies make decisions.

Against this backdrop, NZCTA has an important role to play as a stable and informed business community. Its focus will be on celebrating success in the New Zealand–China relationship, building a more active trade community, developing the next generation of China-focused business leaders, raising awareness of new opportunities and challenges, and helping members through useful connections, insights and engagement.

Anna-May also made clear that this direction will be shaped by members. Over the coming months, the team will be speaking with you about the events, information, connections and practical support that would be most valuable to your business.

Anna-May Isbey takes over the role of Executive Director of NZCTA.

Panel discussions on the future path of NZ-China trade relations, featuring Damon Paling of Grin Natural, Sally Gallagher of Apollo Foods, and Wing Wang of Good Health.

Different ways to win

Our panel discussion showed that there is no single path to success in China. Different companies can win in very different ways—but every successful approach begins with understanding the consumer and choosing the right partners and channels.

Apollo Foods shared how it is building trust and authenticity through premium offline retail, including Sam’s Club, before growing its e-commerce presence. Its approach is based on understanding a consumer who wants quality and authenticity while still looking for value.

Good Health’s China business began through organic demand in the daigou channel. It has since developed dedicated local e-commerce and mother-and-baby teams, with products and marketing adapted for different channels. Its close relationship with its Chinese partner also gives the company immediate feedback from the market.

We also heard from Damon Paling about Grin Natural’s path into China. Grin used cross-border e-commerce to test and learn before moving into general trade and establishing a local company. Its Shanghai team now keeps the business close to Chinese consumers and gives it greater control in the market.

The common thread was clear: know exactly who your consumer is, listen closely to the market and work with partners who can help you make the right decisions. What works for one company may not work for another.

Our thanks to NZCTA Chair John Cochrane, facilitator Damon Paling, Sally Gallagher of Apollo Foods and Wing Wang of Good Health for their time and honest insights.

Looking ahead

Evenings like this are a reminder of what makes NZCTA valuable: a community of businesses who have each found their own way into the China market, and who are generous enough to share what they've learned with each other. With the Auckland Business Chamber now providing management and administrative support, and with Anna-May Isbey leading as Executive Director, NZCTA is better placed to focus on what matters most — its members. The Association remains independent, guided by its own Executive Committee, and its direction will continue to be shaped by the businesses that make up its community.

If you weren't able to join us on 12 August, we look forward to seeing you at the next gathering!