Western Australian cooperative expands lobster sales in China

Geraldton Fishermen’s Co-operative (GFC) has recently launched a range of frozen retail lobster products with leading Chinese retailers, including premium warehouse retailer Sam’s Club and leading e-commerce platform JD.com.

This marked a significant step into modern retail and e-commerce for GFC, complementing its established presence in wholesale and high-end restaurant channels.

‘Due to a long and extensive market presence in China, Brolos lobster already has a significant presence in the importer, wholesaler/food distributor market in China,’ says Helen Gao, GFC China Operations – General Manager.

‘Our aim is to be the preferred brand of rock lobster for all types of buyers in China, including traditional wet markets, leading restaurants and retailers.’

Delivering premium Australian seafood to the world

For more than 70 years, GFC has been connecting Australia’s pristine marine environment with global consumers. Established in 1950 and headquartered in Western Australia, GFC is a collective of fishing families. It is now Australia’s largest producer of rock lobster marketed under the Brolos brand, prized for its flavour, consistency, traceability and sustainability credentials.

Exporting has been core to GFC’s purpose since its inception. The co-operative began producing and exporting live and frozen Brolos lobster in the early 1950s and has maintained an international focus ever since.

Today, around 90% of GFC’s production is exported, with Brolos lobster sold in approximately 20 countries. China, the United States and Japan are its 3 largest markets, underpinned by strong demand for premium Australian seafood.

Australian lobster is prized by Chinese consumers.

Success in China through relationship-building

GFC began exporting to China in the mid‑1990s. Small shipments were introduced in Beijing in the 1990s through a fishing family introduction.

‘Due to a positive response from the Chinese market and growing demand, a strategic partnership with China National Fisheries Company was established,’ says Gao.

‘China’s appreciation for premium live seafood, growing middle‑class consumption and demand for high‑quality imported products made it a natural fit for Brolos Lobster.’

GFC’s growth in China was driven by strong distributor relationships, improved logistics and deeper understanding of market demand, progressing from transactional trade to longer‑term partnerships.

‘The most valuable lesson we’ve learned is that successful exporting is built on relationships and long‑term commitment, not short‑term transactions,’ says Gao.

‘Markets change, regulations evolve and external conditions will occasionally disrupt trade, but businesses that invest in trust, transparency and market understanding are far better positioned to navigate uncertainty and recover quickly.

‘Having strong local partners and staying connected to reliable sources of market intelligence has been critical to our longevity as an exporter,’ adds Gao.

Trade agreement powers long-term development

The China–Australia Free Trade Agreement (ChAFTA) has supported GFC’s competitiveness by reducing tariffs and improving market access, allowing Australian seafood to better compete against other global suppliers.

ChAFTA has also supported long-term investment in the market, such as the creation of a China-based subsidiary company to better service the needs of GFC’s partners in China.

Growth with Austrade’s continuous support

In the premium seafood sector, GFC continues to see strong long-term opportunity driven by rising demand for high-quality, safe and sustainably sourced food. Chinese consumers are increasingly discerning and are willing to pay a premium for imported products with strong provenance, traceability and food safety credentials.

Austrade and Brolos lobster have worked closely together over many years. Austrade has provided market intelligence, business development introductions, and on-the-ground support, helping GFC stay connected to the ever-evolving China market.

‘Austrade’s on‑the‑ground expertise and trusted networks have been invaluable in helping us navigate complex markets, maintain relationships and identify new opportunities for growth,’ says Gao.

Advice for exporters

• China is a sophisticated and highly competitive market, so preparation is essential.
• Do your homework, invest time in understanding the market, and choose local partners carefully.
• Quality, consistency and reliability matter greatly, but so does cultural understanding and clear communication.