Queensland honey produced by Superbee has hit the shelves of over 3,100 Chengdu Honqui convenience stores in China’s Sichuan Province, just as the country emerges from its COVID-19 lockdown.
It’s the first time Queensland honey products have been sold in bricks-and-mortar retail outlets in South West China.
The deal was struck after TIQ and Austrade introduced Superbee representatives to Chengdu All Ease Way Trading (CAEWT) CEO Nina Ni at the Fine Food Australia trade event in Sydney in 2019.
CAEWT is the strategic cooperation partner of Chengdu Hongqi Chain Co Ltd.
Queensland Senior Trade and Investment Commissioner for China Julie-Anne Nichols said Superbee’s successful expansion in China at this time was exciting news for Queensland exporters.
‘Regional markets in China offer growth opportunities for exporters of quality Australian products with functional health offerings like Superbee honey,’ Ms Nichols said.
‘TIQ’s office network across China’s first and second tier cities connects Queensland exporters to local partners and supportd those connections to open new markets in China for Queensland products and services.
‘As China begins to reopen and COVID-19 lockdown measures are eased, we look forward to seeing new deals like Superbee’s continue to flow.’
The first shipment of Superbee honey arrived in China in February and went on sale in early April.
China is the leading market for Queensland merchandise exports.
Superbee was founded in Tanawha on Queensland’s Sunshine Coast in the 1960s. It is now Australia’s leading privately owned producer of pure Australian honey, royal jelly and propolis, and owns the Honeyworld tourist attraction on the Gold Coast and a production facility in Forbes, New South Wales.
Supporting exporters to enter new markets is a priority under the Queensland Trade and Investment–Strategy 2017–2022.