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New Zealand is 7,000 miles from China, but the launch of the New Zealand Country Flagship Store on Tmall Fresh puts an array of the country’s high-quality food products at the fingertips of Chinese consumers.

Launched Wednesday, the flagship store is a joint venture between Tmall Fresh and the New Zealand Food Basket Ltd., which comprises of 18 of the country’s most-reputable and beloved food and beverage brands.

The opening of the flagship store, said Nicola O’Rourke, chairperson of the consortium, offers these brands a direct connection to Chinese consumers.

“It will significantly improve our reach and shorten the supply chain in a way that each brand couldn’t achieve alone,” she said.

With a few taps on the Tmall mobile homepage, Chinese consumers, whose appetite for high-end imported food products is booming in tandem with the rise of discretionary income, can browse and select from an assortment of New Zealand food products.

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