Shanghai: China Food & Beverage Insights Panel Discussion

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China is the world's largest importer of Food and Beverage (F&B) products. Increased interest and demand for Australian F&B products in China is being driven by rising disposable incomes, rapid urbanisation, brand exposure, and heightened health consciousness. Australian businesses continue to be uniquely placed to capitalise on the Chinese desire for high quality, safe and authentic F&B products.

AustCham Shanghai and Food South Australia are pleased to host a panel of China-Australia F&B experts to discuss how Australian businesses can take advantage of this booming market. The panel will discuss branding, market access, and distribution channels – and provide their take on e-commerce potential.

Mette Knudsen

Mette Knudsen is managing the Government Affairs and Certification teams at Knudsen&Co, Shanghai. Mette holds a PhD. in International Trade and Government Regulations. During the last decade, Mette has been involved in more than 200 foreign companies establishment of import into and sales on the Chinese market. Knudsen&Co assists with all aspects of retail sales, m-commerce, e-commerce, and distributor sales in China. In addition, Knudsen&Co provides certification solutions within health food, cosmetics, & skin-care – and offers advice on import regulations in China on general goods, infant food, pet-food, wine and alcohol.

Matthew McKenzie

Matthew has extensive F&B experience in China and across the Asian region having spent almost 20 years managing the export departments of Dairy Farmers, Campbell Arnott's and Sanitarium. Four years ago he co-founded The Export Group, a company that works with a range of F&B businesses to assist them with business development and on the ground execution in China.

He is best known in China for building Weet-Bix from a zero base to a multi-million dollar profitable business. The Export Group now works with a number of Australian brands including Goulburn Valley, IXL, Slim Secrets, Rafferty's Garden and Morning Fresh. The company focuses on three key business areas: Advisory Services, Brand Representation and Trading. Matthew leads a team based here in Shanghai and also has offices in Hong Kong and Sydney. Since early 2017 he has chaired the Food, Beverage & Agriculture committee of Austcham in Shanghai. 

Frank Li

Frank’s China journey began in 2004, when he returned to Shanghai (the city of his birth) with a suitcase and a head full of ideas. Frank has a background in F&B stretching back to sweating over the grill at the golden arches, to brewing coffee at Unilever, and later beer at CUB as a 25 year old. He now heads up 31 JIU, a premium beer importer and distributor. They distribute to 20 regions across the Chinese mainland.

Andrew Kuiler

Andrew is the founder of The Silk Initiative; a brand and insight strategy agency based in Shanghai specializing in the food and beverage sector. TSI helps clients ensure effective brand strategy, product innovation and packaging designs for the China market as well as a range of business consulting services including partner and specialist matching. He is a China consumer goods expert with experience developing market entry, brand and product strategies for almost 20 years.

Andrew started his career in Australia and New York and has spent more than 10 yrs in China. TSI’s most notable clients include Campbell’s, Arnott’s, SPC, Bulla, Tyson, Arla, Brolos and PepsiCo.


Please contact Holly Hong at to RSVP and kindly note that we receive cash payment only on the day.

*Fapiao: Please note that reception of the fapiao may take up to 7 working days after the event.

Cancellation Policy

Please note that if you need to cancel this booking we must receive your RSVP cancellation by email or fax no less than 48 hours in advance of an event, unless another specific cancellation date/time is notified in the event details. The Chamber will have to charge you full-price for the event if you do not cancel your attendance by the stated time. This is necessary to cover costs automatically incurred by AustCham Shanghai for events on registered attendees’ behalf.

Group(s): Advance


Wed, May 17, 2017
6:50 p.m. - 8:30 p.m.
(GMT+0800) Asia/Shanghai


Brew Billiard Room, The BREW, Kerry Hotel Pudong
1388 Hua Mu Road