Export stories: Q&A with Jeanie Wang, In-Market Specialist for China

In celebration of the 10th anniversary of Scotland Food & Drink Partnership’s export programme, we caught up with Jeanie Wang, who has been instrumental in promoting Scottish food and drink in China. With her deep expertise and a passion for connecting cultures, Scotland’s food and drink producers are making waves in China, fostering connections that go far beyond trade. Her work exemplifies the power of cultural exchange and the global appeal of Scottish excellence.

Q: Reflecting on your time as an in-market specialist, what achievement or moment are you proudest of?

Jeanie: One of my proudest achievements has been driving the impressive growth of Scottish exports to China, particularly in categories like seafood and whisky. For example, Scottish salmon exports surged by 43% in 2023 compared to 2022, with volumes increasing by over 32,000 tonnes. Today, China is the third-largest export market for Scottish salmon, valued at £48 million.

A highlight was the partnership I facilitated in early 2024 between Shanghai Fiord and a leading Scottish salmon processor. Through tailored matchmaking, we secured first-month sales worth $250,000 USD, demonstrating the power of strategic connections.

Similarly, Scotch whisky exports to China have soared from £71 million in 2012 to £235 million in 2023, making it the fifth-largest market by value. Supporting whisky companies like Wee Spirits, Goldfinch, and others has shown how storytelling and quality can resonate deeply with Chinese consumers.

Q: What’s your favourite Scottish product that you’ve introduced to the Chinese market, and why does it resonate?

Jeanie: Smoked salmon from producers like Loch Fyne is a personal favourite. I feel as though these products embody Scotland’s pristine environment, artisanal craftsmanship, and commitment to sustainability, which resonate deeply with international audiences.

During my time in this role, we introduced Loch Fyne’s smoked salmon and mussels into China in 2016, facilitating partnerships and retail promotions that established them in high-end stores.

Similarly, John Ross became a luxury brand in China, with their first order in 2018 worth £200,000. The unique method of smoking salmon using residual wood from whisky casks captivated Chinese buyers, highlighting Scotland’s heritage and ingenuity.

Q: Can you let us know about any major challenges you faced in bringing Scottish produce to the Chinese market?

Jeanie: Navigating China’s complex regulatory environment has been a significant challenge. Strict labelling and compliance standards can be daunting for exporters. I work closely with Scottish producers like Bakkafrost Scotland and Loch Fyne, providing guidance on packaging and health certificate verification to ensure as smooth an entry as possible to our market.

Finding trustworthy distributors is another hurdle. Aligning producers with partners who understand the premium positioning of Scottish products requires diligent research and relationship-building.

Q: How did you come to work in this role, and what drew you to promoting Scottish food and drink internationally?

Jeanie: My journey began during my six years studying in the UK, where I developed a deep admiration for Scotland’s culture and landscapes. Traveling to Scotland over 13 times between 2013 and 2019, I witnessed firsthand the passion and dedication of Scottish producers.

Even during my time away from the role, I remained connected to the industry, inspired by the friendships I’d built. Rejoining in 2022 felt like returning to a mission I deeply care about—bridging cultures through food and drink.

Q: Are there any Scottish products that have pleasantly surprised you with their uptake in China?

Jeanie: Nairn’s Oatcakes is a fantastic example. Initially, I wasn’t sure how oatcakes would resonate in a market with different snacking traditions. However, the health-conscious trend among Chinese consumers aligned perfectly with Nairn’s offering. After introducing the brand at a trade show in 2019, half of their first shipment sold out almost immediately. This success highlighted the demand for high-quality, versatile Scottish products.

Q: What Scottish brands or products do you see as particularly primed for growth in China?

Jeanie: Several categories stand out:

• Scottish Salmon: Demand for sustainably sourced, premium seafood is soaring. Expanding partnerships, like those with Scottish Sea Farms, will drive further growth.
• Scottish Seafood: Beyond salmon, products like blue lobster, langoustine, and mackerel are gaining traction in luxury dining and retail.
• Scotch Whisky: The growing appreciation for single malts among younger, affluent consumers creates opportunities for craft and premium brands.
• Craft Gin: The rising cocktail culture in China makes Scottish craft gin an exciting prospect.
• Premium Grocery Items: From shortbread to oatcakes, the potential for premium, health-focused products is immense.

To find out more about the programme export support available for food and drink businesses, please visit: https://www.scottish-enterprise.com/support-for-businesses/exports-and-international-markets

 

The export programme is built on a four-way collaboration between exporting companies, Scotland-based trade specialists, in-market specialists, and industry partners:

 

• Scottish Development International
• AHDB
• Opportunity North East (ONE)
• Salmon Scotland
• Seafood Scotland
• Quality Meat Scotland (QMS).