Integrated model links Australian farms to Chinese consumers through Unibrix sourcing, SMT distribution, and TBA brand activation
Shanghai Montague Trading Limited, now renamed Shanghai Mutian Trading (SMT), a leading importer and distributor of premium Australian fruit in China, has transitioned to full ownership following over a decade of collaboration between Tribal Brands Asia (TBA) and WF Montague (now Montague Farms).
Originally established in 2021 as a 50:50 joint venture between TBA and WF Montague, SMT has now become wholly owned under the new Mutian identity. To create a fully integrated supply chain, the partners have established Unibrix, a new Australian sourcing and export company co-owned with managing director Mark Bailey, connecting Australian growers directly with Chinese consumers.
Under this structure, Unibrix manages orchard-level sourcing and export, SMT oversees import and distribution in China, and TBA leads marketing and brand activation. Together, the three partners provide a seamless pathway from farm to market.
“This integrated model allows us to unlock more value by operating on a single margin rather than the traditional fragmented approach, while giving us better control of the supply chain and bringing us closer to Chinese consumers,” said Ling Xiang, General Manager of SMT. “We can now work with a broader range of growers and deliver greater consistency and variety.”
Mark Bailey, managing director of Unibrix and former export manager at WF Montague, added: “We’re not just exporting fruit; we’re building trust across the entire journey. Partnering with SMT and TBA ensures Chinese consumers receive the best Australian produce with full traceability and quality control at every step.”
Executives from SMT, Unibrix, and TBA will present the new model at Asia Fruit Logistica in Hong Kong, September 3–5, engaging with Australian growers and industry stakeholders.
Background
- 2014–2020: TBA and WF Montague collaborated in a marketing partnership.
- 2021: The two companies formed a 50:50 joint venture in China under the name Shanghai Montague Trading Limited (SMT).
- 2024: WF Montague was acquired by The Ontario Teachers’ Pension Plan and renamed Montague Farms. Later that year, TBA purchased Montague Farms’ shares, taking full ownership of SMT.
- 2025: SMT is renamed Shanghai Mutian Trading and establishes Unibrix as a co-owned Australian sourcing company to create a fully integrated supply chain.
Financial terms of the ownership transition and partnership were not disclosed.
About the Companies
Shanghai Mutian Trading (SMT) – Formerly Shanghai Montague Trading Limited, SMT imports and distributes premium fruit from Australia, Chile, and South Africa to China.
Unibrix – A newly established Australian fruit sourcing and export company co-owned by SMT, TBA, and Managing Director Mark Bailey, created to provide integrated supply chain solutions.
Tribal Brands Asia (TBA) – A marketing and brand activation firm supporting food and beverage brands across Asia, delivering best-in-class activations that connect global brands with regional consumers.
