In brief
Australian dairy producer Bulla and probiotic firm Biome Australia will participate in the ninth China International Import Expo (CIIE) in Shanghai, aiming to secure distribution agreements and gain deeper insight into Chinese market trends. Bulla’s partnership with Dingdong Fresh last year proved successful, prompting the company to expand its product range for the 2026 event. Biome Australia is scheduled to make its first appearance, looking to establish a foothold in China’s growing health‑foods sector.
On Wednesday, November 2, Xinhua reported that Australian dairy maker Bulla and probiotic firm Biome Australia are returning to Shanghai’s ninth China International Import Expo, slated to run from November 5 to 10, with the aim of building lasting trade relationships and learning more about Chinese consumer preferences.
"It’s progressing very well," Bulla’s international business manager Sam Zhang said when discussing the partnership that the dairy company forged with Chinese online grocery platform Dingdong Fresh at last year’s CIIE. Zhang noted that Bulla’s products were performing well on the platform and that the company was improving packaging and product information in response to rising health awareness among Chinese consumers.
Since its first appearance at the CIIE in 2019, Bulla has attended every edition of the expo. Notably, the company secured a direct‑sourcing agreement with Dingdong Fresh in 2025 and celebrated significant revenue growth, with exports to China exceeding ten million Australian dollars (roughly seven million U.S. dollars) in the fiscal year ending June 30, 2026, according to Zhang.
Bulla’s largest customer in China is the pizza chain BigPizza, and the company has developed long‑standing relationships with other retail partners such as the membership‑based warehouse retailer Sam’s Club. Each year, Bulla tailors its products for these partners, and for the current expo it plans to showcase an expanded line of ice cream products and new ice‑cream cones aimed at food‑service businesses. Samples will be available for visitors to taste.
While Bulla brings an established presence to the expo, Biome Australia is poised to make its debut. The probiotic producer is preparing to present its first product line at the event, hoping to attract Chinese retailers and consumers looking for health‑boosting food supplements.
Industry observers, including Zhang, see the expo as a practical arena for Australian exporters to secure distribution agreements and acquire consumer insights. Zhang added that the growing competition, increasingly visible as more international brands appear at the CIIE, represents the “nature of doing business,” to which Bulla feels ready.
Biometrics experts and Chinese market analysts anticipate that both companies will use the expo as a launchpad for longer‑term partnerships, with a focus on cross‑border e‑commerce and loyalty programs tailored to Chinese purchasing habits.
The ninth CIIE promises to be a key stage for Australian firms to deepen their presence in one of the world’s largest consumer markets, following a period of easing trade tensions and renewed focus on sustainability and health trends.