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Guiding business and local government in reaching Asia

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Finding a Market for NZ grown Ginseng

2021-07-29

 New Zealand Forest Ginseng (NZFG) is a small horticultural business growing Ginseng in the Central North Island of New Zealand. Looking for new markets they contacted New Zealand Trade & Enterprise who recommended they sell into China.

NZFG developed its marketing materials and packaging for the market only to discover the Chinese Government considered Ginseng to be a medicinal product which would attract impracticable barriers to enter the market.

After making a considerable investment the concerned owners of NZFG asked Eastern Bridge to help.

Eastern Bridge commenced a robust market research programme analysing alternative markets for their products. Multiple markets were researched including traditional consumers of Ginseng and Traditional Chinese Medicine.

With a global network to draw from, Eastern Bridge also investigated non geographical markets which had large numbers of Chinese and Korean consumers.

In the end Eastern Bridge recommended Los Angeles in the United States due to its large, affluent Asian population.

Much to the relief and delight of NZFG’s owners they are thriving, selling 85% of their products into the Los Angeles market.

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