How NZ became Taiwan's second-largest food import source
Monday, 8 June 2026
In the past year New Zealand’s food and beverage exports to Taiwan have surged 24%, and this country has become the Asian nation’s second-largest source of food imports.
Growing exports to Taiwan comes at a time when tensions are escalating between China and Taiwan, with the latter proving a lucrative market for a country heavily dependent on the former. New Zealand lawmakers are on the Chinese radar for visiting Taiwan, creating something of a diplomatic incident.
New Zealand exports to Taiwan were valued at $2.32 billion as of March.
New Zealand was the largest source of food imports for Taiwan in the fruit and dairy categories last year, up 29% and 24%, and meat exports grew 31%.
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New Zealand Trade & Enterprise regional director of greater China Chris Metcalfe, who oversees trade in China, Hong Kong and Taiwan, said local exporters were increasingly moving into Taiwan’s convenience market which was proving to be fast-growing and lucrative.
Taiwan, which imports about 70% of its food, has a growing appetite for snacking and premium health and wellness products, a market that last year experienced 1.6% growth in consumer spending.
Its convenience store sector is popping: Taiwan has one of the highest densities of convenience stores per capita in the world, with about one for every 2000 consumers.
These convenience stores have “coffee shops in them, you see kids doing their homework there after school, it's far more than what we would consider a dairy, it's quite an expansive sector”, Metcalfe told The Post.
He described the Taiwanese market as one with similar buying behaviours to Korea or Japan.
New Zealand’s almost exclusive Free Trade Agreement with Taiwan (ANZTEC, or the Agreement between New Zealand and the Separate Customs Territory of Taiwan, Penghu, Kinmen, and Matsu on Economic Cooperation, signed in 2013) was in part behind the rise in exports, coupled with the fact that New Zealand is regarded as consistent, Metcalfe said.
“We're getting a boost because of global prices, and we're getting a boost because of great exporter product,” said Shanghai-based Metcalfe, who visits Taiwan about four times a year.
Despite growing tensions between China and Taiwan, he said in a global context it was “one of the most stable areas” in light of ongoing global disruptions, including the US-Iran war impacting the safe passage through the Strait of Hormuz.
“The amount of turbulence in terms of tariffs into North America, supply chain disruption with the Middle East conflict with issues around fuel and things like that, [makes] this space across Taiwan, Hong Kong and China markets pretty stable. All three had GDP growth in last calendar year, and our exports have all grown,” Metcalf said.
Asked about the hard-nosed stance China was taking in relation to Taiwan ‒ most recently banning four New Zealand MPs following a visit to Taiwan ‒ and how that could impact trade relations between the countries, Metcalfe said there had been no impact, and he didn’t expect there would be.
“We've always held relationships with Taiwan, we've always held relationships with China, and we've always maintained our policy.”
Taiwan was a standout growth market for Kiwi exporters last year, Metcalfe said. Anchor and Zespri were two of the biggest export brands to Taiwan, with dairy the biggest category of goods exported.
Avocado and apple exports to Taiwan increased significantly last year, up 52% and 51% respectively.
However, compared with China, exports to Taiwan are just a drop in the ocean.
According to Stats NZ, total exports to China grew by nearly $1.5 billion to reach just over $23b, an increase of 7%, in the year to March.
International trade expert Stephen Jacobi said growing trade with Taiwan at a time when China was increasingly sensitive to the country put New Zealand in an “interesting place” as it heavily relied on China, its biggest trading partner.
“I can't imagine the Taiwanese are going to restrict imports from New Zealand simply because we have a robust relationship with China; they themselves do business with China notwithstanding all these difficulties, and there are only two countries in the world, Singapore and New Zealand, who have free trade agreements with Taiwan,” Jacobi said.
'I've no doubt that China would rather we didn't have that relationship, or that trade, but they do trade with Taiwan as well.“
When the FTA was negotiated with Taiwan, China was consulted and agreed to allow it to happen. Jacobi acknowledged that was at a different time, but said China had always been willing to allow other countries to maintain economic and cultural ties with Taiwan -- just not diplomatic ties.
“China is very sensitive about Taiwan, and is making their views known very forcefully, and we have to take those views into account when conducting this economic and cultural relationship with Taiwan.”
Snack foods company Griffins is one of significant number of Kiwi exporters seeing sales ramp up ‒ and growing opportunity ‒ in Taiwan.
The company has seen its Eta Ripples chips secure shelf space across 7000 7-Eleven stores in Taiwan, and it is looking at how it can grow its business across other categories including biscuits, and through other supermarkets.
Griffin’s head of export Julie Baillie said Taiwan was a significant market for the company. “Three years ago it was a tiny market for us, and we've done a lot of work in the market, and now it is our biggest market in Asia.
“Taiwan is seen as a high income market, even though it's little. The business continues to go from strength to strength,” Baillie said.
“We're starting with another product trial next month, so our first shipment goes next month for another festival.
“Because of our presence in 7-Eleven we do have a lot of inquiries that we're following up now, because the brand's becoming known.”
NZ exporters ‘maturing’: NZTE
Metcalfe said New Zealand exporters were maturing, and that was translating into selling more and different products at a higher price.
One example was Taiwan’s Hungry Ghost Festival - similar in spirit to Halloween or Día de Muertos - and based on the belief that, on a particular day, the afterworld comes closest to the living. Families and businesses put out food to appease ancestors and wandering spirits, known as hungry ghosts.
The festival has become a lucrative opportunity for New Zealand exporters. Some, including Zespri, have developed specific branding and packaging tailored for the occasion.
Metcalfe said New Zealand exporters were “becoming real mature exporters”, noting that apple companies were no longer simply selling apples but marketing branded varieties such as Rockit and Breeze. By creating brand recognition and new formats companies could extract more value.
He added that growth in recent years had come less from increased volumes and more from higher prices. As an example, he said New Zealand sent 2% less butter to Taiwan last year but achieved an 18% lift in price.