In brief
Australia’s Bulla and its newcomer probiotic competitor Biome Australia plan to use Shanghai’s nine‑day import fair to deepen relationships with Chinese retailers and consumers. Bulla, which has been an annual participant since 2019, already secured deals with Dingdong Fresh and is eyeing food‑service expansion, while Biome is set to make its debut. The expo offers both companies insight into shifting consumer preferences and opportunities for direct‑sourcing agreements.
Australian dairy producer Bulla and probiotic company Biome Australia will return to Shanghai’s ninth China International Import Expo, running from 5 to 10 November, to forge long‑term partnerships and tap new consumer segments. The exhibitors aim to understand changing tastes, secure distribution agreements and explore cross‑border e‑commerce opportunities, a strategy that has guided Bulla’s decade‑long presence at the fair.
Expo Experience and Objectives
Sam Zhang, Bulla’s international business head, said the company has been a consistent participant every year since 2019. Bulla’s strategy centers on building relationships with consumers and buyers, a formula that has attracted Chinese retailers such as Dingdong Fresh and the pizza chain BigPizza. “It’s progressing very well,” Zhang told reporters, referring to the partnership Bulla forged with Dingdong Fresh at last year’s expo and the direct‑sourcing agreement that followed in 2025.
Biological Australia is a newcomer, setting up shop at the expos for the first time. Like Bulla, the probiotic newcomer is preparing to showcase its product line, hoping the broad visibility will spark interest from health‑conscious Chinese shoppers and retailer partners.
The expo serves as a platform for Australian exporters to secure distribution agreements, learn about Chinese market preferences and gauge the pace of consumer demand for packaged foods. It also allows firms to adjust packaging and product information according to China’s rising health awareness, a trend that prompted Bulla to modify its labels in recent years.
In the financial year ended 30 June 2026, Bulla’s exports to China surpassed 10 million Australian dollars, about 7 million U.S. dollars, Zhang noted. The company has built a network in the Chinese retail and food‑service sectors, working regularly with Sam’s Club, a membership‑based warehouse retailer that tailors products each year and has partnered with Bulla for several years.
This year Bulla plans to showcase its new ice‑cream offerings for food‑service businesses and introduce novel ice‑cream cones, offering samples to visitors. The firm also aims to gather on‑the‑ground consumer insights to better tailor its product line to local tastes.
Over the years, Bulla has witnessed an expanding roster of international brands and an increasing variety of products at the expo, providing Chinese consumers with a broader selection. Zhang observed that the growing competition is the “nature of doing business.” “We’re ready for it,” he said, signalling confidence in navigating a crowded market.
What remains uncertain is how these new initiatives will translate into long‑term sales volumes, how quickly Chinese consumers will adopt the new product variants, and whether the intensified competition at the expo will affect Bulla’s ability to secure further distribution and direct‑sourcing agreements. The outcomes of Biome Australia’s debut and its future partnership prospects likewise have yet to be determined.
These open questions underscore the evolving nature of Australia’s trade ties with China, a relationship that continues to shift with changing consumer preferences and market dynamics, as companies like Bulla and Biome Australia navigate the challenges and opportunities presented by the China International Import Expo.