In 1972, in Lae, the capital of Papua New Guinea’s (PNG) Morobe Province, Sir Henry Chow founded Lae Biscuit Company. From humble beginnings over 50 years ago, the business is now one of the Pacific’s largest biscuit producers, and PNG’s biggest family-owned food manufacturer. The company employs 950 people and has maintained its commitment to generating local employment and providing assistance for projects, cultural and sporting events, and disaster relief for the community.
This year, Lae Biscuit Company is broadening its horizons and exporting internationally for the first time, by entering the Australian market with the support of Pacific Trade Invest (PTI) Australia. Now managed by Sir Henry’s grandson, John Chow, Lae Biscuit Company is poised for its Australian entry, having recently diversified its offering of PNG-made biscuits, noodles and beverages.
In September last year, Lae Biscuit Company joined eight other Pacific businesses to showcase their products at Fine Food Australia, the Southern Hemisphere’s premier trade exhibition for the food, hospitality and retail sectors.
John Chow said attending Fine Food Australia was integral to Lae Biscuit Company’s Australian export plans.
“Attending the Fine Food Australia event gave us firsthand market research on our products and their capabilities. It allowed us to get a real idea of where our products stand in the market and taste preferences, and to simply gauge interest by the [number of] attendees at the event. PTI Australia did a fantastic job in terms of introducing us to valuable potential distributors and was well organised in arranging it all for us.”
With export facilitation in the works, John is looking forward to Lae Biscuit Company breaking into the Australian market, while still recognising the challenges of first-time export.
“The Australian market is quite open to trying ‘new’ things, whether flavours or products. However, distributors are more stringent about finding stronger margins when deciding whether to bring on board new suppliers and products. We hope to build consistent relationships with potential customers overseas. It hasn’t been easy, to be honest. However, I am hopeful and optimistic.”
Reflecting on the journey to international export thus far, John identifies cost of shipping as a consistent challenge to business growth, and in applying an industry-wide lens, calls for investment in food manufacturing capacity, noting that Lae Biscuit Company is one of the very few privately owned PNG businesses that has achieved the highest level of food safety certification in PNG.
PTI Australia looks forward to supporting Lae Biscuit Company’s entry into the Australian market and continuing to contribute to its growth, innovation and social impact efforts.
Founded in 1979, PTI Australia is an agency of the Pacific Islands Forum Secretariat. Funded by the Australian Government, it facilitates trade and investment in the Pacific Islands.
For more information regarding showcasing product in the Australian market, reach out to the team here.
