Victoria on the move to China (hktdc.com)


	Jock McGregor, Special Trade Envoy, outlines Hong Kong's vital role in bringing Victorian trade partners to Greater China

Hong Kong is an important hub to assist food and beverage companies from the state of Victoria reach out to new markets, according to an Australian trade envoy.

J.R (Jock) McGregor, Special Trade Envoy, North Asia from the Government of Victoria, said Hong Kong held promising opportunities for many Victorian companies as Hong Kong and China had overtaken the US as Victoria's largest trading partner.

"Trade exports to Hong Kong and China surged 12 per cent last year and these two markets have overtaken the US as Victoria's biggest export markets," said Mr McGregor. Victoria is Australia's largest food and fibre exporting state, accounting for 29 per cent of Australia's total exports in 2006.

HOFEX 2007

He was talking up Hong Kong's vibrant market and trading opportunities in North Asia at HOFEX 2007 (13-16 May), Asia's premier food and hospitality trade exhibition which took place from 13-16 May.

The pavilion with strong participation by 28 exhibitors from Victoria showcased products ranging from wine, abalone, hydroponic tomatoes and tea to jams, olive oil and spa products. Participation at trade fairs such as HOFEX is an initiative of the Victorian Government which launched the "Opening Doors to Export" trade programme in 2004, targeting some of the fastest growing areas in the world with huge consumer power. It was easy to identify these areas - the Middle East, India and North Asia covering China, Hong Kong, Taiwan, Korea and Japan.

"We have set a target of Aus$30 billion by 2010 and an annual growth of 2-3 per cent which is totally achievable provided the Australian drought does not get too severe," said Mr McGregor.

Another trade initiative, "Access China" has enabled companies like Flavourite Hydroponic Tomatoes, Black Swan, a market leader in dips, and Boundar Bend Marketing to tap opportunities in this part of the world through HOFEX.

Ready market

Another exhibitor, Lonimar Australia is in partnership with Australia's biggest abalone farms, Great Southern Waters Ltd, to introduce their "Sea Prince" brand in Hong Kong and China markets. "We are launching abalone in retortable pouches to this market for the first time," said Kaz Bartaska, Managing Director of Lonimar. CEO of Great Southern Waters CEO, Anton Krsinich is confident that his superior abalone which is "convenient and fast" will find a ready market among the new generation who are discriminate eaters but do not have the time to do slow cooking.

The "Access China" programme was launched in 2004 to bring Victorian companies to Hong Kong to familiarise them with the business culture and opportunities, said Mr McGregor who had worked with BHP Billiton, one of Australia's most respected companies.

"Our Hong Kong office has already overtaken the San Francisco office in terms of the number of companies which we have brought into the city. Since the launch, we have brought in 273 companies covering all sectors such as ICT, pharmaceuticals, healthcare, biotech and education."

It would appear that with such strenuous promotional efforts, the State of Victoria would not have much problem in achieving its set target of Aus$30 billion by 2010.