Biome Australia builds China pathway through Chengdu partnership

Australian health company Biome Australia has signed a binding heads of agreement with H&S Global to distribute its Activated Probiotics range in mainland China. 

H&S Global is a Sydney-headquartered international brand management company and a major cross-border e-commerce operator in China, with its China operations team based in Chengdu.

The agreement gives Biome a route into China’s fast-growing probiotics market through a trusted local partner, while preserving control of its brand strategy, marketing and intellectual property.

Under the proposed three-year arrangement, H&S Global will purchase Biome products for resale and manage the brand’s China stores and channel presence.  

‘China is an important long-term market for Biome Australia,’ says founder and managing director Blair Vega Norfolk. ‘Working with H&S Global provides a practical pathway to introduce Activated Probiotics to Chinese consumers while maintaining our focus on evidence-based products, brand integrity and trusted Australian quality.’

ANMI support helps industry and exporters

The outcome followed Biome’s participation in an Austrade-led complementary medicines program to Chengdu as an extension of Healthplex Shanghai 2026, a leading trade show for the natural health and wellness industry.

The program was supported by the Accessing New Markets Initiative (ANMI) and delivered in partnership with Trade Diversification Network member Complementary Medicines Australia (CMA) and local partners. 

ANMI funding expanded the scale of the Australian Pavilion at Healthplex Shanghai 2026 and enabled Austrade and CMA to take a delegation of Australian complementary medicines and consumer health companies to Chengdu in West China.

Biome’s CEO Blair Vega Norfolk at a business-to-business matching event in Chengdu.

Why West China matters

Anchored by the Chengdu–Chongqing Economic Circle, West China is home to nearly 100 million people, expanding health industry clusters and a sophisticated consumer base seeking premium, trusted and innovative products.  

Sichuan is western China’s largest consumer market, while Chengdu and Chongqing provide strong channels for health, wellness, food and lifestyle brands to build visibility, test demand and form local partnerships.

‘Chinese consumers are increasingly looking for premium, science-backed health and wellness products from trusted international brands,’ says a representative from H&S Global.  

‘Biome Australia brings a strong Australian proposition in probiotics, and this partnership aims to connect that quality with the scale and demand of China’s cross-border e-commerce market, including the growing opportunity in West China.’

From business matching to commercial follow-up 

Austrade designed a two-day program combining company visits, market briefings, an industry seminar and one-on-one meetings. The program connected Australian companies with local channels and partners while showcasing Australia’s strengths in product quality, trusted regulation, scientific credibility and premium brand positioning.

For Biome, it provided a platform to test partner fit, understand regional consumer demand and build commercial follow-up in a major inland market. 

‘The Chengdu program gave us direct access to the right partners, market insights and commercial conversations,’ says Norfolk.

‘The Biome–H&S Global outcome shows why West China matters for Australian exporters,’ says Martin Ferreyra, Australian Trade and Investment Commissioner, Chengdu.  

‘Chengdu and the wider Chengdu–Chongqing Economic Circle offer scale, consumer demand and practical partner networks beyond China’s coastal markets.

‘Through ANMI and the Trade Diversification Network, Austrade is helping Australian companies convert market interest into commercial pathways in high-growth regional markets.’