Time is money—this is almost a mantra for Teh-han Chow, President of Global Foodservice & CEO Greater China at Fonterra. However, there is one place where he is willing to spend time: the China International Import Expo (CIIE). 

As a regular participant of the CIIE, Fonterra, the New Zealand dairy giant, has never missed an edition, and neither has Chow. Through this global stage, Fonterra shares opportunities with the Chinese market and grows alongside the expo.

Teh-han Chow, President of Global Foodservice & CEO Greater China at the CIIE. Source: Fonterra

The ever-expanding booth size, increasing number of contracts, and the continuous introduction of new products all speak to the value CIIE holds for Fonterra. Amidst this, what Chow enjoys the most are the unexpected surprises.

THE X FACTOR FOR SUCCESS

Anchor thirteen-spice crayfish and Sichuan green pepper flavored cheese slices, and Anchor Easy Bakery cream tailored for the Chinese food and beverage market are not just simple imports. They are the vibrant results of Fonterra's deep embrace of the Chinese market and its local innovation driven by the CIIE as an "innovation engine". 

The booth of Fonterra at the CIIE. Source: Fonterra

When interpreting the appeal of Fonterra's CIIE booth, Chow highlighted two key points: "curiosity" and "value orientation". "If you can satisfy both, that might be the secret to success," Chow concluded. 

"Looking at all the products at our booth, you can't help but be curious. They look very different and are visually appealing." Chow believes that Chinese consumers are inherently curious and eager for new things and experiences. The CIIE provides Fonterra with an excellent stage to showcase its 150-year history of innovation and capability in a visually impactful space, thus "stimulating people's natural curiosity".

UNPLANNED ENCOUNTERS

A delightful surprise occurred at the 7th CIIE. While participating in a Fonterra collaboration project, Chow unexpectedly reunited with an old friend after two decades. "We used to work side by side early in our careers, visiting clients together, but we hadn't seen each other for a long time. It was a very interesting experience," said Chow.

Such unplanned encounters are not uncommon. At the CIIE booth, messages like "someone passed by and wants to say hello" are frequent. Chow believes this is precisely the unique sense of connection that the CIIE fosters. "For companies and individuals seeking clients, suppliers, buyers, or partners, the CIIE offers a perfect venue, undoubtedly a one-stop 'information treasure trove' and 'opportunity platform'."

THE "CHINA CLASSROOM" FOR GLOBAL TEAMS

For Fonterra, it is not only a window into the Chinese market but also an "international hub" for its management team to deeply understand China and assist Chinese enterprises in going global. 

James Robertson, previous Fonterra trade strategy manager, now Chief of Staff (CEO office), felt this deeply. He vividly recalled his first experience at the CIIE, "Its scale and diversity were overwhelming—I got so immersed that I got lost! In the end, I had to rely on a colleague to 'navigate' me back to our booth."

During the 7th CIIE, Fonterra's management team visited the expo. The grand stage provided by the CIIE and the innovative vitality exhibited by China have become the "first lesson on China" for Fonterra's global executive team. At the same time, Chow has observed that the CIIE has become an important stage for many companies seeking internationalization, bringing new collaboration opportunities for Fonterra. 

The heartwarming reunion after two decades, the sparks of innovation, the insights into reshaping of global perspectives—these unexpected surprises are exactly the "CIIE moments" Chow relished. For him, every minute spent at the CIIE translates into returns far exceeding monetary value—connections, opportunities, and insights.

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.