In brief
Australian dairy producer Bulla and probiotics firm Biome Australia are set to return to Shanghai’s ninth China International Import Expo (CIIE) Nov. 5‑10, seeking new distribution deals and deeper market insight. Bulla, which has participated annually since 2019, aims to expand its reach with ice‑cream and cone launches while emphasizing the growing health awareness among Chinese consumers. Biome is making its debut, eyeing cross‑border e‑commerce to establish long‑term partnerships.
The ninth China International Import Expo (CIIE), scheduled to run from November 5 to 10 in Shanghai, will host Australian dairy producer Bulla and probiotics company Biome Australia, both aiming to forge long‑term partnerships and deepen their presence in the Chinese market.
Bulla’s international business manager Sam Zhang told Xinhua that the brand’s partnership with Chinese grocery platform Dingdong Fresh, formed at last year’s export fair, was progressing very well and that the company’s products were consistently popular on the platform. He highlighted that Bulla has represented Australia at the CIIE every year since 2019, with the 2024 and 2025 editions being particularly memorable for the firm.
In 2025 Bulla secured a direct‑sourcing agreement with Dingdong Fresh and grew its footprint in food‑service and retail channels, with the Chinese pizza‑restaurant chain BigPizza becoming its largest customer in China, Zhang reported. The company’s exports to China surpassed 10 million Australian dollars (about 7 million U.S. dollars) in the financial year ended June 30, 2026, he added.
During this year’s expo, Bulla will showcase new ice‑cream products and a line of cones aimed at food‑service businesses, with samples available for visitors. The company has also updated its packaging and product information in response to growing health awareness among Chinese consumers, which has prompted adjustments to meet local preferences.
Beyond the CIIE, Bulla maintains a long‑term relationship with Sam’s Club, a membership‑based warehouse retailer in China, designing tailored products for the retailer each year.
Biome Australia, meanwhile, is preparing for its debut at the expo after its second appearance in 2026. The firm’s focus will be on capturing consumer insights and exploring cross‑border e‑commerce opportunities to establish enduring trading ties.
“The nature of doing business has led to growing competition, but we’re ready for it,” Zhang said, underscoring Bulla’s optimism for sustained trade relations and its continuous adaptation to shifting market demands.
Both Australian exhibitors hope to leverage the import fair’s platform to learn more about Chinese consumer preferences and secure permanent distribution agreements that will underpin a longer‑term partnership strategy between Australian producers and Chinese buyers.