Woolworths

Background

In October 2021, James Tyler and Woolworths launched a strategic partnership to bring Australia’s finest fresh produce to China—starting with a successful shipment of Honey Murcott mandarins from Nutrano sold directly to Chinese buyers. With China importing over AUD $130 million worth of Australian citrus in 2021, this collaboration was well-timed to tap into a high-value and growing market for premium seasonal fruit.

Opportunity

This partnership brings together two powerhouse capabilities:

• Woolworths: Australia’s leading retail and produce procurement specialist, sourcing top-tier fruit from producers such as Nutrano, Perfection Fresh, and Montague
• James Tyler: Experts in China market execution, responsible for:
  
  • Full end-to-end cool chain logistics
  • Customs clearance and regulatory compliance
  • Activating seasonal programs, promotions, and brand campaigns with China’s largest fresh produce platforms to unlock consumer demand

Together, the two teams are building an export model that goes beyond shipping fruit—it's about creating demand, building brand equity, and driving sustained preference for Australian produce in China.

Outcome

The first shipment of mandarins successfully reached Chinese buyers, marking the beginning of a long-term collaboration focused on delivering freshness, quality, and brand value. With James Tyler handling the supply chain and China-side execution, and Woolworths leading sourcing, the partnership allowed James Tyler and Woolworths to expand into more categories and deepen seasonal programs across China’s top retail and digital channels.