--- title: About Us --- [![Small-PCNZ-logo_no-background](https://primarycollaboration.nz/hubfs/Small-PCNZ-logo_no-background.png) ![Primary-Collaboration-New-Zealand-Logo---white-small](https://primarycollaboration.nz/hubfs/Primary-Collaboration-New-Zealand-Logo---white-small.png) ![Mid-PCNZ-logo_no-background1000](https://primarycollaboration.nz/hubfs/Mid-PCNZ-logo_no-background1000.png) ![Primary-Collaboration-New-Zealand-Logo---white-small](https://primarycollaboration.nz/hubfs/Primary-Collaboration-New-Zealand-Logo---white-small.png) ![Mid-PCNZ-logo_no-background1000](https://primarycollaboration.nz/hubfs/Mid-PCNZ-logo_no-background1000.png)](https://primarycollaboration.nz?hsLang=en) - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) # About Us **PCNZ was founded with a clear mission: to make the China market entry simple and successful for New Zealand exporters, with lower risk and lower cost.**   Born out of a Primary Sector Bootcamp at Stanford University in 2012, our story is one of collaboration, ambition, and resilience. We bring together some of New Zealand's most trusted brands, ensuring exporters enter China with confidence and the support they need for sustainable growth.  Our journey started in 2014, and since then, we've helped shareholder brands, **Silver Fern Farms, Synlait, Sealord, Pacific Pace, Villa Maria and Rockit** take their first steps, and thrive in the Chinese market. With a team based on the ground in Shanghai, we offer hands-on support to help you navigate complexity—so you can focus on growing your business.  # Our Values Collaboration ### Collaboration High-quality cross-sector market intelligence and shared learnings, regarding customers, suppliers, agencies, and between PCNZ members. Honesty and Integrity ### Honesty and Integrity In all dealings by your representatives in China, and HQ with local businesses, government, and all stakeholders, backed up by strong internal processes. Respect ### Respect Coaching and reinforcing cross-cultural respect for New Zealand values, and for Chinese values. We are guests in China, and will respect China’s laws and culture. Value Creation ### Value Creation Our ultimate focus is growing value for NZ businesses in China. ![values](https://primarycollaboration.nz/hubfs/values.png "values") ## Our History 2012 ### PCNZ Begins The concept for PCNZ was born at the Primary Sector Bootcamp held at Stanford University, where industry leaders recognised the potential to collaborate and reduce market-entry barriers into China. 2014 ### Original Shareholders PCNZ was incorporated by six original shareholders: Silver Fern Farms, Synlait Milk Ltd, Kono, Villa Maria Wines, Sealord, and Pacific Pace (representing Mr Apple, Bostock, and Kiwi Crunch). Andy Borland, elected as Chairman in May 2014. 2015 ### Shanghai Office Under the leadership of the first CEO, Kevin Parish, PCNZ set up its Shanghai office in April 2015 who oversaw the appointment of 2 Admin staff plus 6 market managers. 2019 ### David Boyle CEO David Boyle was appointed as the Kevin Parish’s successor, leading PCNZ into a new chapter of growth and expansion, including a larger office as PCNZ continued to prosper. In 2019, Kono’s shares were acquired by Rockit. Membership Growth: ### Membership Growth: Over the ensuing 10 years, nine additional member companies have joined PCNZ’s 6 original shareholders, having seen their success stories. Success Stories: ### Success Stories: Five companies have successfully graduated into their own stand-alone Wholly-Owned Foreign Enterprises (WOFEs), demonstrating our dedication to growing value. The GRADUATES: ### The GRADUATES: Kono (2016), Silver Fern Farms (2019), Synlait (2019), K9 Natural (2022), Spring Sheep Milk (2023) and Rockit Apple (2024). ![About us - What we do](https://primarycollaboration.nz/hs-fs/hubfs/About%20us%20-%20What%20we%20do.jpg?width=2000&height=1334&name=About%20us%20-%20What%20we%20do.jpg "About us - What we do") ## Our Board ![board](https://primarycollaboration.nz/hs-fs/hubfs/board.jpg?width=950&height=633&name=board.jpg) - Front row from left to right: Sam Mills, Grant McBeath, Mike McKegg, Matt Baker; Back row from left to right: Mark Tanner, Andy Borland, David Boyle, Scott Lewis ## Our Team ![DAVID_Photo](https://primarycollaboration.nz/hs-fs/hubfs/DAVID_Photo.png?width=2000&height=2000&name=DAVID_Photo.png) - ### David Boyle CEO ![Lily_Photo](https://primarycollaboration.nz/hs-fs/hubfs/Lily_Photo.png?width=2000&height=2000&name=Lily_Photo.png) - ### Lily Hou Finance Director ![Milli_Photo](https://primarycollaboration.nz/hs-fs/hubfs/Milli_Photo.png?width=2000&height=2000&name=Milli_Photo.png) - ### Milli Wang Project Manager ![Vivian_Photo](https://primarycollaboration.nz/hs-fs/hubfs/Vivian_Photo.png?width=2000&height=2000&name=Vivian_Photo.png) - ### Vivian Zhao Accountant ## Shareholders ![SFF](https://primarycollaboration.nz/hs-fs/hubfs/SFF.png?width=300&height=300&name=SFF.png) ![Synlait](https://primarycollaboration.nz/hs-fs/hubfs/Synlait.png?width=300&height=300&name=Synlait.png) ![Mr_Apple_Chinese_RED](https://primarycollaboration.nz/hs-fs/hubfs/Mr_Apple_Chinese_RED.png?width=3342&height=1109&name=Mr_Apple_Chinese_RED.png) ![rockit-s](https://primarycollaboration.nz/hs-fs/hubfs/rockit-s.jpg?width=552&height=228&name=rockit-s.jpg) ![kono-1](https://primarycollaboration.nz/hs-fs/hubfs/kono-1.png?width=300&height=300&name=kono-1.png) ![SEALORD Logo RGB](https://primarycollaboration.nz/hs-fs/hubfs/SEALORD%20Logo%20RGB.jpg?width=2766&height=1631&name=SEALORD%20Logo%20RGB.jpg) ![Bostock NZ logo 413x127](https://primarycollaboration.nz/hs-fs/hubfs/Bostock%20NZ%20logo%20413x127.jpg?width=445&height=158&name=Bostock%20NZ%20logo%20413x127.jpg) ![VM_Logo_2x](https://primarycollaboration.nz/hs-fs/hubfs/VM_Logo_2x.png?width=560&height=320&name=VM_Logo_2x.png) ### About Us Your trusted partner for seamless market entry, local expertise, and sustainable growth. [Contact Us](https://primarycollaboration.nz/contact-us?hsLang=en) ### Quick Links - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) ©2025 Primary Collaboration New Zealand Ltd (PCNZ) | [Privacy Policy](https://primarycollaboration.nz/privacy?hsLang=en) [LinkedIn](https://www.linkedin.com/company/primary-collaboration-new-zealand-shanghai-co-ltd)