New Zealand's profile as a producer of fine food gets a major boost in China with the launch of the first kiwi branded retail promotion of New Zealand food and beverages, Ministers Phil Goff and Trevor Mallard announced in Wellington Thursday.

The "New Zealand's Finest Choice" promotion was launched Thursday at two stores in Shanghai, and is designed to help create new business opportunities for New Zealand food and beverage exporters on China's booming retail market.

The promotion is a key element of the government's China Retail Channel Development Project, which aims to assist New Zealand companies to enter the Chinese market.

Trade Minister Phil Goff said China is a priority for New Zealand food and beverage exporters.

"It's already our fourth largest trading partner, and our food and beverage exports to China make up a third of our total exports there. The sector is expected to benefit significantly from a potential Free Trade Agreement," said Goff.

Source: Xinhua