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David Boyle has been appointed CEO of Primary Collaboration New Zealand (Shanghai) Co Ltd – bringing with him strong experience of business in China; 

Having first being appointed to work for Lion Nathan in Shanghai in 1997, Boyle (pictured) subsequently graduated to COO and CEO roles with international businesses based in Shanghai, before co-founding a consultancy in Shanghai in 2008.

He takes over in April from PCNZ’s founding CEO, Kevin Parish, who was appointed in 2015.

Andy Borland, Chairman PCNZ, said that transition is one of the themes in 2019 and from a management perspective it’s time for some new thinking to come in and take it to the next level. “David will provide this with his strong China background. Kevin’s leadership and perseverance were key to getting PCNZ through the challenging start-up phase in China and we now have a larger more sustainable business which has been a fantastic achievement,” he said.

PCNZ now represents 13 New Zealand brands in China and has built up a team of 22 to support the growth of its clients in this market. Its brands are all experiencing strong sales growth and more importantly getting a deeper understanding of the China market.

The founding clients (which are also shareholders) are currently Sealord, Silver Fern Farms, Synlait Milk, Villa Maria Estate, Kono and Pacific Pace. Pacific Pace is itself a collaboration between Hawke’s Bay horticulture businesses Mr Apple, Crasborn Group and J M Bostock Group.

These companies represent the following categories – wild caught seafood, free range beef, lamb and venison, infant formulae and dairy based nutritional ingredients, sustainable wine production and marketing, farmed mussels and oysters, fruit leathers and apples.

Douglas Pharmaceuticals and Rockit Globa arel the latest exporters to join the innovative Kiwi collaboration. Both already have market exposure in China, but will tap into PCNZ’s strength and experience in that country to accelerate their business growth.


Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.


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