2025 Agribusiness & Food Summit

“When it comes to doing business in China, regardless of how well you think you understand the culture, you cannot underestimate the value of having an expert in cross-cultural communication with you every step of the way.”

That was the message from our CEO Anthony Fellows last week when he attended Australia China Business Council's annual Agribusiness & Food Summit. He joined industry leaders, innovators and policy makers for a panel discussion on shifting consumer and marketplace trends in China.

Having done business there for many years, we know firsthand that understanding the intricacies of China is critical to our success and maintaining enduring relationships. It’s why we consistently use the cross-cultural expertise of Dr Mona Chung – from helping us ensure messages are communicated correctly to building mutual respect and understanding into all interactions with our partners.

While demand for Wagyu in China remains strong, what matters most to consumers is an exceptional eating experience. With an unwavering focus on quality and consistency at every stage of our 1200-day supply chain, we’re well placed to deliver.

A big thanks to the ACBC Vic team and Virginia Birrell for hosting another meaningful summit.