# Will China pay a premium for sustainability?

- Link: https://rd2.co.nz/will-china-pay-a-premium-for-sustainability/
- Published: 2018-07-27T01:28:15+00:00
- Author: Molly Callaghan

While the US and EU continue to be the largest importers of fresh fruit, China is
the fastest growing market, which should be of interest to New Zealand’s horticulture
industry.

Rabobank’s Senior Analyst for Horticulture and Wine, Hayden Higgins says there is
a focus on China because it is our major food and agriculture market and it is growing
and evolving. There is also a rising consumer awareness of foods’ ‘health and wellness’
features in China and more importantly, the willingness to pay.

The potential for a New Zealand brand that holds, or develops strong sustainability
credentials, has a strong future and Higgins says we should prepare and position
for that in order to succeed.