In brief
Bulla and Biome Australia are returning to the CIIE to build long‑lasting ties. Bulla, already active in the expo since 2019, has formed a direct‑sourcing deal with Dingdong Fresh and plans to showcase new ice‑cream products. Biome will debut at the event, seeking insights into cross‑border e‑commerce. Chinese buyers bring opportunities but also heightened competition.
Australian dairy producer Bulla and probiotics company Biome Australia will be present at Shanghai’s ninth China International Import Expo (CIIE) from Nov. 5‑10, seeking long‑term business links with Chinese partners. The event, the world’s biggest food trade fair, offers exporters an industry‑wide platform for securing distribution agreements and studying market trends.
Sam Zhang, Bulla’s international business manager, said the company’s presence will build on its five‑year track record at the expo. Bulla first entered in 2019, progressively expanding its brand presence across retail and food‑service channels. Zhang noted, "It’s progressing very well," before the statement.
"It’s progressing very well," said Sam Zhang, Bulla’s international business manager.
During the 2024 and 2025 editions, Bulla secured direct‑sourcing deals, most notably with online grocery platform Dingdong Fresh. The 2025 agreement granted Dingdong Fresh exclusive distribution rights for select dairy lines, strengthening the Australian brand’s foothold in the Chinese market. Zhang highlighted that BigPizza, a large Chinese pizza chain, remains the firm’s biggest customer in China. Bulla’s annual exports to China surpassed 10 million Australian dollars—roughly 7 million U.S. dollars—as of the fiscal year ending June 30, 2026.
Beyond conventional retail, Bulla is eyeing the fast‑growing food‑service segment. It plans to showcase a portfolio of ice‑cream products for restaurants and new edible‑cone designs. A new sample station will let expo visitors taste the range, allowing Bulla to gauge culinary preferences and packaging receptiveness. Zhang said consumers’ growing health awareness prompted the firm to update packaging and product information. The resulting adaptations aim to align with Chinese consumer expectations for transparency and nutrition.
Expo Expectations for Biome Australia
Unlike Bulla, Biome Australia is making its debut at the CIIE, focusing on cross‑border e‑commerce and consumer insight generation. The probiotic specialist anticipates learning how Chinese online marketplaces and offline retailers evaluate health‑related products. Biome’s strategy includes attending networking sessions with Chinese food‑tech firms and exploring potential joint‑development agreements.
Commenting on competition, Zhang said the expo’s growing international roster has broadened options for Chinese buyers, yet he stressed that “the nature of doing business” demands adaptability. "We’re ready for it," he added, describing the expo’s competitive yet opportunity‑rich environment. The outlook extends beyond mere sales, with Bulla and Biome seeking sustainable partnership frameworks that can withstand market fluctuations.
Both companies view the CIIE as a crucible for testing product fit, distribution models, and brand storytelling. While Bulla has already secured partnerships and amassed revenue, Biome looks to leverage the event’s connectivity to initiate its expansion trajectory. The month‑long fair, held in Shanghai’s Pudong New District, will host overseas exhibitors, buyers, and trade officials, offering a microcosm of China’s consumer dynamics.
In sum, Bulla and Biome Australia are positioning themselves at the nexus of strategy, product innovation, and market insight. The expo provides a platform to deepen ties with key Chinese logistics and retail players, balancing optimism with the realistic assessment of heightened competition and evolving consumer tastes.
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