For the first time South Korea's annual Organic and Natural Expo (organised by the Korea Organic Farming Association and now in its 13th year) had a strong New Zealand presence, under an Organic and Natural Path to Market programme organised jointly by NZ Trade and Enterprise and Organic Systems Ltd (OSL). Twelve NZ organic and natural companies were introduced to our fourth largest organic export market, and were received enthusiastically.
“Organics is huge in Korea”, says OSL Managing Director Brendan Hoare. “Korea is the perfect market for New Zealand to get beyond bulk sales of low value commodities and inputs, and into high value, branded products. But the brand has to have a compelling story, well-told and with supportive material that meets the market's needs.”
“It's also clear that being certified organic, GMO-free and of high quality are essential in a price premium market”, says Mr Hoare. “Finally, it is important to develop good relationships with local business people in order to build a sustainable export business to Korea.”
The New Zealand companies represented at the Expo have made a good start on building those relationships, and are now back home consolidating their Korean success.