Faxi rides Belt, Road to revitalize NZ town

WELLINGTON - Lorrayne, a Maori woman in Kerepehi, has witnessed the prosperity and decline of the small town in New Zealand's North Island.

After the closure of the Kerepehi cheese factory, the economic pillar of the town, Lorrayne's neighbors lost their jobs. Many families, including Lorrayne's family, found life to be a struggle.

People applied for government subsidies, or left their homes to make a living. The town's population flowed out for many years. Lorrayne and her friends felt hopeless and desperate.

However, with the arrival of a food company from China, Lorrayne saw hope.

The arrival of the Chinese investment has brought a new life to this century-old cheese factory, and 50 full-time jobs have sowed seeds for the new dreams of 50 families.

"Watching everything get put together has been amazing. The factory has brought big changes to the locals. A lot of families ...(are) coming back home and working here, and it's good," Lorrayne said.

They will probably thank Baxy for that. It is a brand of Beijing Capital Agribusiness Group's Allied Faxi Food Company. Its ice cream series of products are sold well in Beijing, Shanghai and many other Chinese cities.

Arthur Yan, general manager of Allied Faxi New Zealand Food Co Ltd, said that the first factory of Baxy was set up in Beijing and the second factory in Shanghai.

The New Zealand plant, built in the deserted cheese factory, is its third factory. The location has strategic significance because Kerepehi is in the middle of the so-called golden triangle of New Zealand, an area that has Auckland, Hamilton and Tauranga at its three corners.

The plant here uses locally sourced milk and hires local employees. "Quality ice cream comes from high-quality ingredients. The factory is equipped with the best quality milk, cream and fruit resources in New Zealand. The 50 employees of the factory are all locals," Yan said.

On Sept 26, 2016, New Zealand's Baxy factory started production. Some people saw the busy production plant on the assembly line, and they could not help but shed tears. Their childhood memories were connected with the century-old factory, and the rebirth of the old factory also meant a new economic pillar for the town.

After extensive experimental testing and continuous formulation improvement, the New Zealand Baxy factory has produced three kinds of classic ice creams of vanilla, double raspberry and chocolate, under the brand of G'nature.

In May 2018, at the 22nd International Ice Cream Contest held in New Zealand, G'nature's double-berry flavor and super chocolate-flavored ice cream won the Gold and Silver Awards separately.

In the international ice cream market, the ice cream is also a blockbuster, letting the world have a taste of a high quality ice cream from a Chinese firm and made in New Zealand, Yan said.

A year after, G'nature ice cream was launched in China's supermarkets, malls and catering outlets. China's first G'nature flagship store opened on Nanjing Road in Shanghai's CBD. New Zealand's consumers can buy G'nature ice cream at local supermarkets.

Because the products are sought after by the market, the company achieved profitability in its second year of production. In the previous fiscal year, its net income exceeded NZ$20 million ($13.4 million), and it is expected to exceed NZ$30 million this fiscal year.

"This is a big business," said John Tregidga, mayor of the Hauraki District in which Kerepehi is located. "This is a labor-intensive industry. The Chinese company is not only helping boost employment for our people but also giving confidence to our community."

The project of Allied Faxi in New Zealand is a shining example of China-New Zealand dairy cooperation.

Under the Belt and Road Initiative, New Zealand dairy products have become a major part of the global dairy products exported to China. China's increasing dairy demand is having a strong positive impact on New Zealand's dairy production. Of all the New Zealand goods exported to China, dairy products accounted for the largest proportion.

Xinhua

(China Daily Global 05/13/2019 page10)