Earlier this month, Air NZ chief executive Christopher Luxon told a room full of China business experts and wannabes his airline had lost $100 million in the 13 years it had been flying to the People's Republic. Air NZ had been naive, made unforced errors, and needed to be way more selective in its markets, he said.

"And I see a lot of that in New Zealand business in China."

Fonterra, Lion Nathan, Pumpkin Patch - though Luxon wasn't rude enough to mention them.

China is our single-biggest export market, worth $16.6 billion. Zespri expects to sell a quarter of