During his inaugural China visit as New Zealand Prime Minister, Christopher Luxon presented Fonterra with certification under New Zealand Dairy Grass-Fed Administrative Standard (hereinafter referred to as “the standard”). As one of the first companies to meet this benchmark, Fonterra's achievement drew significant attention. Industry insiders noted the standard's origins trace back to the China International Import Expo (CIIE).

New Zealand Prime Minister Christopher Luxon (second from right) presents Fonterra with a certificate of New Zealand Grass-Fed Standard. Source: china.com

The standard mandates that dairy livestock derive at least 90% of their diet from qualifying grass-based feed, also spending a minimum of 8 hours daily and 340 days annually on pasture.

"Grass-fed" has been a core concept promoted by New Zealand dairy exhibitors at past CIIEs, resonating strongly with Chinese consumers. Products such as Fonterra's Anchor Grass-fed 4.4g Protein Pure Milk, Theland's "Low-carbon Traceable" Grass-fed Milk, and Spring Sheep's 365-Day Grass-fed Sheep Milk became star exhibits, receiving enthusiastic market feedback.

Notably, grass-fed is not exclusive to New Zealand at the "Four-Leaf Clover", namely the National Exhibition and Convention Center (Shanghai). French grass-fed beef and Madagascan grass-fed lamb also gained substantial followings through the CIIE. This trend caught the attention of New Zealand Trade Minister Todd McClay during his visit to the seventh CIIE in November 2024.

New Zealand Trade Minister Todd McClay (first row center) attends economic and trade activities on the opening day of the seventh CIIE. Source: New Zealand Trade and Enterprise

After attending the opening ceremony of the seventh CIIE, McClay toured the "Taste New Zealand" pavilion and multiple Kiwi exhibitor booths. With a record 70 New Zealand companies participating, he noted widespread promotion of grass-fed products, alongside global competitors using similar claims. He later confirmed to media that the idea for a grass-fed certification emerged from this observation. "Discussions with dairy and meat industries highlighted the need for a government-backed seal—clearly defining 'grass-fed' and ensuring consumer understanding, especially in China."

On June 11, 2025—seven months after the seventh CIIE—New Zealand formally launched the Dairy Grass-Fed Administrative Standard. Industry experts recognize it as the world's only authoritative national standard specifying minimum pasture free grazing days.

For Fonterra, a regular CIIE participant, the standard reinforces its China market commitment. "We believe it creates new growth opportunities," stated Teh-han Chow, CEO of Fonterra Greater China and president of global food service Fonterra, noting plans to leverage the certification for further market expansion.

Spring Sheep's booth at the seventh CIIE  Source: Minhang Today

On July 18, Spring Sheep—another early adopter—received its certification. Having debuted as a "newcomer" at the seventh CIIE, where staff explained the value of grass-fed sheep milk, the company now gains a clear "distinctive label" for its products in China.

The journey from CIIE-inspired concept to national standard demonstrates the expo's role extends far beyond facilitating contracts or deals. Participation can catalyze policy innovation and elevate industry competitiveness.

As a global hub for cutting-edge ideas, the CIIE fosters convergence of international perspectives. Here, the grass-fed concept evolved, directly shaping an internationally influential industry standard. This underscores the expo's function not just as a trade platform, but as a critical arena for incubating and establishing global rules and standards, reflecting China's growing constructive role in international economic and trade governance.

Sources: chineseherald.co.nz, china.com, TopNewsExpress, Minhang Today, New Zealand Trade and Enterprise, and related companies