Pictured above: New Zealand Trade & Enterprise Trade Commissioner Joris de Vocht cuts the ribbon at the Tracel booth.
New Zealand natural health brand Tracel is taking its wellness mission global, showcasing innovation and transparency at the China International Import Expo (CIIE).
Tracel, a leading name in natural health supplements, stood out in the Medical Equipment & Healthcare Zone of the 8th China International Import Expo (CIIE) in Shanghai recently with its immersive booth themed “Trace the Global Essence of Nature”.
New Zealand Trade & Enterprise Trade Commissioner Joris de Vocht visited the Tracel booth, taking part in a ribbon-cutting ceremony to mark the brand’s next strategic phase — expanding from its origins in oral beauty to the broader health and wellness nutrition sector.
From local roots to global reach
Appearing at CIIE for the second time, Tracel highlighted both its New Zealand heritage and its new global sourcing strategy. The company announced a formal expansion of its mission — to explore and source rare natural ingredients from around the world.
“Our focus is expanding from New Zealand’s pristine lands to a global scale, systematically exploring and sourcing rare natural ingredients worldwide,” says Martin Essery, Tracel’s Global Chief Operations Officer.
Essery described the company’s new direction as “not just an exhibition theme but the core pathway for the brand’s future development – offering consumers more comprehensive natural wellness choices through systematically sourcing unique global ingredients”.
The Trade Commissioner praised the move, calling Tracel’s CIIE presence “a key milestone for New Zealand brands in China”.
“New Zealand is globally renowned for its pure, natural environment and high-quality products. It is inspiring to see Tracel bringing this core value to the Chinese market through its innovative practices,” says de Vocht.
Building trust through transparency
Visitors to Tracel’s “Traceability Micro-Island” at CIIE could follow the brand’s full production process — a first for the expo. The centrepiece was a detailed diorama replicating the ecosystem of Nelson, home to the company’s signature ingredient: the boysenberry.
“This display encapsulates Tracel’s transparent supply chain, ‘from farm to factory, from raw extract to refined essence’,” says Essery, noting how the visual installation demonstrated the company’s zero-additive approach and stringent quality standards.
A feature wall at the booth showcased Tracel’s key quality marks — the Made in New Zealand certification, the FernMark licence, and recognition from the New Zealand Naturally Goods industry programme.
“These certifications are not just the foundation of our international credentials; they are a universal language we use to build trust with global consumers,” Essery says.
The brand’s credibility has also been endorsed by notable New Zealanders including former MP Anna Lorck and former Minister for Economic and Regional Development Stuart Nash. Brand representative Yan Yan says their support “is not only an affirmation of our brand but also recognition of the values embedded in our sustainable development philosophy – ‘Daily Tracel, Naturally Healthier’.”
CIIE visitors could also experience Tracel’s science-led approach firsthand at the booth’s skin analysis station, where specialists provided personalised assessments using advanced diagnostic tools.
“Effective skincare must be based on scientific analysis and personalised regimens,” Essery says.
The company’s New Zealand Natural Brightening Drink, developed using the “Four Pathways to Brightening” scientific principle, was featured as an example of how Tracel combines research and natural ingredients to deliver results.
Yan added that Tracel plans to build a more comprehensive “ecosystem of health nutrition” as it continues exploring “internal wellness through global essence.”
Engaging consumers through experience
Visitors also had the chance to sample the brand’s boysenberry-based Brightening Drink and participate in interactive experiences such as a “boysenberry blind box” giveaway, part of the company’s mission to make natural wellness both tangible and enjoyable.
From its Nelson farms to the global stage, Tracel’s journey reflects a distinctly New Zealand approach to innovation, combining transparency, sustainability, and scientific rigour.
At CIIE, that approach not only reinforced New Zealand’s reputation for natural excellence but also underlined how Kiwi companies are successfully connecting with China’s growing demand for authentic, high-quality wellness products.
Other Articles
AI and the human touch in recruitment
