Developing a New Market for Australian Forage in China

Client:  Mole Valley Farmers
Strategic Advisor: Geoffrey Williamson

1. Background

As China’s dairy industry modernised following the 2008 milk safety crisis, large-scale dairy farms began to emerge. These farms required significant quantities of consistent, high-quality forage to maintain cow health and stable milk production. However, domestic forage production in China was limited due to land constraints, as most agricultural land is prioritised for human food crops.

2. Approach

Under the leadership of Geoff Williamson as CEO of JT Johnson, a strategy was developed to introduce high-quality forage imports from Australia into the Chinese dairy industry. Australian oaten hay and alfalfa hay were identified as ideal feed solutions due to their high nutritional value, consistent quality, and strict export standards. The initiative involved building supply relationships with Australian producers while supporting Chinese dairy farms in adopting improved feeding systems.

3. Outcome

The introduction of Australian forage helped support healthier dairy cows, improved digestion, and more consistent milk production. China rapidly became one of the largest markets for Australian hay exports. Prior to 2008 there were virtually no exports of hay to China, but the development of this new market contributed to significant trade growth, with China importing large volumes of Australian oaten hay in subsequent years. JT Johnson played a key role in supporting the development of this emerging agricultural trade between Australia and China.