Supporting Maui at CIIE, taking grass-fed to the world

In China’s competitive import market, independently verified marketing content is helping Maui to clearly and credibly demonstrate its commitment to supply chain transparency. AsureQuality’s AQ Assured Transparency Programme, as well as the certified grass-fed credentials of its milk supply are supporting Maui’s brand differentiation and premium positioning.

Grass-Fed certification by AsureQuality provides independent assurance that Maui’s milk pool meets the requirements of the New Zealand Dairy Grass-Fed Administrative Standard(external link) . This recognition reflects the hard work and dedication of the Maui team to pasture-based farming, where sheep graze outside for an average of more than 340 days per year, 8 hours per day, with grass feeds making up at least 90% of their diet.

With the support of AsureQuality’s Market Assurance team, Maui recently showcased these credentials at the China International Import Expo (CIIE), a premier global trade event in Shanghai last month. CIIE is a significant event in the calendar for companies exporting to China providing direct access to Chinese buyers, distributors, consumers, e-commerce platforms, and potential partners.

AsureQuality and Maui worked closely together to produce a series of videos filmed on one of Maui’s sheep-milk supply farms in the Waikato, highlighting both the AQ Assured Milk products and the grass-fed credentials of the milk supply.

Scenes, including the presentation of Maui’s Grass-Fed certificate, were showcased from Maui’s stand during CIIE and shared across various social media channels, creating valuable opportunities for engagement and discussion.

New Zealand Minister for Trade and Investment, Hon Todd McClay, presents the Grass Fed Certificate to Maui representative Malcolm Edward at the Maui booth during the 8th China International Import Expo (CIIE) 2025.

Maui Milk and Southern Cross® CEO, Malcolm Edward commented:

“We are proud to have received Grass-Fed certification for our milk supply through the AsureQuality Grass-Fed Scheme

This certification verifies that our milk pool meets the definition of what it means to be grass-fed under the New Zealand Dairy Grass-Fed Administrative Standard 

It recognises the dedication of our team, who take pride in farming the way nature intended- caring for the land, the environment and our animals and it’s reflected in the premium quality of the grass-fed milk our sheep produce”.

From Samantha Fogden, Maui Milk Supply Manager:

“These standards aren’t just great for the sheep; they benefit the whole industry and the milk we produce. When our sheep graze on a grass and pasture-based diet, they’re healthier and happier, thriving in a natural environment. That naturally translates into milk that’s richer, more nutritious, and full of flavour”

From Ayla Yao, Sales and Marketing Manager, Maui Food Group

“Grass-Fed Certification represents a significant and strategic value proposition for Maui. It is not only highly meaningful for our direct consumers, but also for our business partners. Every customer using Maui sheep milk powder is empowered by this independent grass-fed verification, enabling them to communicate transparency, provenance, and quality with greater confidence in their own markets. This certification strengthens trust across the value chain, supports Maui’s expansion into new markets, and plays a critical role in building long-term consumer confidence in both our products and our farming systems.”

Please get in touch with us if you would like to learn more about Grass-Fed certification by AsureQuality or how a tailored endorsement solution may help support your brand in market.