Montague has expanded its international export operations with the creation of Montague China, a new joint venture with Tribal Brands Asia.
Tribal Brands Asia has led Montague’s marketing campaigns in China for the past six years and the pair have now finalised a shareholder agreement for the new wholly owned foreign invested entity (WOFIE)
Montague’s expansion in China, which also includes a new office, will enable the company to support global growth, build direct relationships with Chinese companies and access millions of consumers.
“China has been a key, and developing, market for Montague for many years and this new partnership is a positive move towards growing our presence,” said Montague’s managing director, Scott Montague.
“In challenging times, it’s big news to be growing our business and increasing the export of Australian fresh produce into massive markets like China. We know success in China isn’t the easiest thing to achieve, so having a partner like Tribal Brands Asia gives us great comfort and confidence.”
Montague said the initial focus of the business will be the sale and distribution of the company’s stonefruit products beginning with Flavour Pearl nectarines sold under the Montague tree brand. This will be followed by the sale of plums under the Montague Croc Eggs brand in early January and then Black Ruby and Red Phoenix cultivars extending until Chinese New Year.
“The new joint venture business will focus on supporting our current importers and distributors on the ground as business partners, rather than just supplying fruit to market. Adding marketing and activation support on the ground we feel will add a sustainable competitive advantage,” said Montague.
“Both businesses are committed to accelerating the market growth of Australian fresh fruits in China and increasing consumer awareness of the Montague brands across selected Chinese cities.”
The new WOFIE will be based in Shanghai and will begin operations in January 2022.