China Trade Mission

In reply to the Hon. J.S. LEE (Deputy Leader of the Opposition) ().2 May 2024).

The Hon. C.M. SCRIVEN (Minister for Primary Industries and Regional Development, Minister for Forest Industries): I am advised:

The $1.85 million China re-engagement support package was developed (and will be delivered) in partnership with the South Australian Wine Industry Association (SAWIA). Producer outcomes are therefore at the heart of the package. The purpose is to ensure that the South Australian wine sector is well prepared for re-entry into the Chinese market. Initiatives address changes in market conditions, entry strategies, consumer trends in China, and technical cooperation between South Australia and China.

The five pillars include:

Two-way market activation and immersion—$600,000 has been allocated to assist the South Australian wine sector's participation in key exhibitions such as China Food and Drinks Fair (CFDF), the China International Import Expo, and Vinexpo, incorporating business matching, masterclasses, exhibitions, market surveys, and understanding market trends. This project was launched at the spring session of China's biggest wine and spirits fair CFDF in Chengdu in March.

Promotional marketing and communication campaigns-$500,000 will be allocated for promotional activities in China, aiming to market premium South Australian wines and rebrand South Australia's image in China, thereby enhancing the recognition of South Australian wines.

Wine export adviser—$400,000 has been allocated to hire a wine export advisor, who has extensive knowledge and contacts within the Chinese wine industry to support market activation projects.

Exporter capability building—$100,000 allocated for the wine industry in South Australia to benefit from analyses of the latest market trends and regulatory consultations in China. The first round of capacity-building workshops was held in the producing regions in January and February 2024, offering wineries increased opportunities to engage with market experts.

Technical cooperation—PIRSA is leading a program of technical cooperation that will include research, industry and regulatory exchange, with a focus on South Australia's sister state Shandong. $250,000 has been allocated for: reciprocal visits to expand professional networks, identify trade opportunities and showcase South Australia's wine expertise to visiting Chinese members of industry; supporting academic institutions to run exchange programs; market dynamics information/research.

These activities will build trust and goodwill between the wine industries in both countries and help support South Australia's position as a trade partner of choice in the competitive international market.