The 100-year-old company, renowned for its television advertisements featuring Australia’s multi-Olympic gold medal-winning rowing team the Oarsome Foursome, said that the world’s largest consumer marker represents “a significant business opportunity” for the SPC and Goulburn Valley brands.
“As well as being two of Australia’s most recognised, loved and trusted food brands, the products we are taking to China come straight out of the Goulburn Valley – the renowned food bowl of Australia,” SPC’s managing director Reg Weine said.
“We aim to leverage this reputation, as well as our heritage and provenance when launching our brands in China.”
He added: “The Chinese market is five times the size of the Australian processed fruit market, which makes this a huge opportunity.”
The Coca Cola Amatil-owned company will adapt its prominent marketing efforts for the local market to feature Ye Yiqian, a prominent Chinese singer and actress.
Its products will be rolled out through high-end supermarkets as well as selected speciality stores and e-commerce platforms.
“It’s about taking our market-leading brands into markets where provenance plays a part and there is a large enough consumer segment that is affluent and willing to pay a premium for Australian produce,” said Mr Weine.
SPC has exported to various international markets since its very early years, with some countries and regions including the US, Europe, Middle East and Japan contributing to its sales for more than 90 years.
The company, which employs around 1,200 workers predominantly at its processing and headquarters operations in regional Victoria, also owns a number of other brands including IXL, Ardmona, Henry Jones & Co and Perfect Fruit.