Montague, one of Australia’s largest fruit producers has a strategic vision to take quality Australian fruit to the world; and a key focus for their export strategy is China. W.F. Montague and Tribal Brands Asia today finalised a shareholder agreement for the creation of a new joint venture: Montague China.
The expansion into China of Montague’s international export operations will enable the company to support global growth, building direct relationships with Chinese companies and millions of consumers.
The Chinese market for premium quality, Australian fruit is demanding and Montague is perfectly placed to meet this need with the on-the-ground expertise of Tribal Brands Asia.
“China has been a key, and developing, market for Montague for many years and this new partnership is a positive move towards growing our presence” said Scott Montague, Managing Director.
The agreement signals an evolution in cooperation between Montague and Tribal Brands Asia who have collaborated for six years promoting Montague stone fruit brands in China.
“In challenging times, it’s big news to be growing our business and increasing the export of Australian fresh produce into massive markets like China. We know success in China isn’t the easiest thing to achieve, so having a partner like Tribal Brands Asia gives us great comfort and confidence” said Mr. Scott Montague.
The new joint venture business will focus on supporting our current importers and distributors on the ground as business partners, rather than just supplying fruit to market. Adding marketing and activation support on the ground we feel will add a sustainable competitive advantage.
Both businesses are committed to accelerating the market growth of Australian fresh fruits in China and increasing consumer awareness of Montague’s brand across selected Chinese cities.
The initial focus of the business will be sales and distribution of Montague’s stone fruit products: beginning with Flavour Pearl Nectarines sold under the MONTAGUE tree™ brand, followed by sales of Montague CROC EGGS™ (plums) also in early January then Black Ruby and Red Phoenix cultivars extending until Chinese New Year.
This exciting new WOFIE (Wholly Owned Foreign Invested Entity) will be based in Shanghai, beginning operations in January, 2022.
For more information: 
Rowan Little
Montague
M + 61 408 750 944
Email: [email protected]
Web: montague.com.au
Web: tribalbrandsasia.com
