Pictured above: New Zealand Trade & Enterprise Trade Commissioner Joris de Vocht cuts the ribbon at the Tracel booth.
New Zealand’s natural health brand Tracel unveiled a strategic evolution at the 8th China International Import Expo, expanding from oral beauty into comprehensive health and wellness nutrition. This move marks a significant milestone in the brand’s 45-year journey and reflects the growing sophistication of China’s health market.
Tracel’s immersive “Trace The Global Essence of Nature” booth was an event highlight, the idea of showcasing the brand journey from farm to factory, from raw extract to refined essence, from New Zealand’s golden region to the world, drawing diplomatic guests and media attention.
The strategic importance of Tracel’s expansion was underscored when New Zealand Trade & Enterprise Trade Commissioner Joris de Vocht joined Tracel executives for a ribbon-cutting opening ceremony, that symbolised both the brand’s deepened connection to Chinese consumers and the strong support from New Zealand’s trade authorities.
“This CIIE moment represents our strategic pivot into holistic health and wellness,” says Martin Essery, Tracel Global Chief Operations Officer.
“China’s evolving health consciousness demands pushing us forward for this expanded vision.”
While Trade Commissioner de Vocht adds: “It is always inspiring to see New Zealand exporters proudly representing our brand and story here in China. New Zealand is known globally for its clean, purity, green environment and high-quality products, and it’s great to see Tracel bringing that essence to the Chinese market.”
He expressed his anticipation for Tracel’s continued growth in this dynamic market and wished them a productive and rewarding CIIE.
The diplomatic engagement continued with visits from New Zealand Ambassador to China, H.E. Dr Jonathan Austin and Consul-General to Shanghai, Ardi Barnard, who explored the central traceability Microworld – a detailed diorama revealing the journey of Tracel’s hero ingredient, the Boysenberry. From New Zealand’s pristine Nelson region to finished product, the booth illustrating the brand’s from farm to factory, from raw extract to refined essence philosophy in a tangible, engaging and transparency safety manner.
The strategic significance of Tracel’s expansion resonated beyond the exhibition hall, attracting extensive coverage from Chinese media outlets. CCTV.com conducted an exclusive interview with brand executives, diving deep into the strategic thinking behind Tracel’s global quest for rare natural ingredients and its evolving brand philosophy. Simultaneously, People.cn featured an in-depth exploration of the booth through live broadcasts, showcasing Tracel’s unique New Zealand provenance and scientific approach to a national audience, thereby amplifying the brand’s reach and strengthening its credibility among Chinese consumers.
CCTV interview.
Scientific analysis
Within the interactive zones, Tracel demonstrated its scientific approach to health and wellness through personalised experiences. The skin analysis service area consistently attracted queues, with specialists using advanced devices to provide detailed assessments and customised recommendations. This emphasis on personalised solutions highlighted Tracel’s commitment to moving beyond one-size-fits-all products towards tailored wellness strategies.
Adjacent to this, the taste testing counter offered visitors the opportunity to sample the brand’s signature boysenberry formulations, allowing them to experience product quality first hand. The six important ingredients were also made into a unique blind box to engage and help consumers understand what goes into making Tracel products.
Complementing these physical interactions, Tracel’s live streaming sessions on popular e-commerce platforms extended the CIIE experience to digital audiences across China, featuring the annual CIIE promotion to make their products more accessible while maintaining the brand’s premium positioning.
New Zealand Ambassador to China, H.E. Dr Jonathan Austin visits the Tracel booth.
Forward vision
The team at Tracel remain committed to its core values of “natural, extracts, and healthy.” Rooted in New Zealand’s purity, they say Tracel will continue its global quest to discover rare and active natural nutrients. “Guided by science, we aim to decode nature and elevate holistic inner health and wellness. Leveraging CIIE as a strategic platform to strengthen visibility and consumer trust, our goal is to establish Tracel as a global benchmark in natural health supplement brands within the next five years.”
