Harraways chief executive Stuart Hammer (left) and sales
manager Rodney Johnston with a package of the branded
product being sent to Hong Kong. Photo by Stephen Jaquiery.
Two container-loads of Harraways-branded oat products
will soon leave for Hong Kong in a significant trial order with
a privately-owned large retail chain in the territory.
The order is expected on Hong Kong shelves within four weeks.
Harraways chief executive Stuart Hammer said the buyer of the
product was in Australia and decided to visit New Zealand to
look at a large retail shop.
''He was in Christchurch having a look around and picked up
our product. He said: `This is what I want' and nursed it
like a baby.''
The Hong Kong buyer made contact with Harraways' New Zealand
agent who approached the Green Island company with the
proposal to supply two full containers in new packaging for
Hong Kong, Mr Hammer said.
The new packaging was designed in a bit of a rush and
Harraways started producing the order last week. It was
loaded on Tuesday and yesterday mornings.
The two containers held 50 tonnes of product, which Mr Hammer
described as ''quite significant'' for the company.
Harraways sales manager Rodney Johnston visited both China
and Hong Kong last year to meet prospective buyers and
consolidated the Hong Kong order while he was there.
Mr Johnston did a presentation on the products, emphasising
they were New Zealand-grown and the ''clean, green'' image of
the locally-sourced products.
''Hong Kong is a large market with significant potential for
us,'' Mr Johnston said.
Mr Hammer said the Hong Kong retailer modelled itself on
''great quality'' and value for money. The format entailed
the products being placed on the shelves and if it sold, it
sold. He was hopeful the Harraways products would prove
popular with shoppers.
''This is a sizeable first for the company and an exciting
opportunity for the future.''
Harraways already exported to Hong Kong but in nowhere near
the size of the latest order.
In a further significant achievement for Harraways in the
local market, it had been recently rated the top brand in the
hot breakfast cereal category, he said.
Harraways now commanded a sizeable local New Zealand market
value dollar share of 38.6%, according to the Aztec retail
statistics released earlier this month, Mr Hammer said.