A Zespri spokeswoman said it related to "purported industry consultations related to the import of New Zealand agricultural products" and came from an "industry body". Industry consultations are the prelude to non-tariff trade barriers to slow trade exports.
"Outside of this single communication, Zespri has no further information on this matter and reports that Zespri was called in for a meeting in Beijing or was in some way pressured by the Chinese Government are false."
Zespri has previously refused to comment on the media reports that New Zealand exporters had been warned of retaliation if New Zealand authorities pursued a complaint by NZ Steel over China allegedly dumping steel in the New Zealand market.
McClay said the Chinese Embassy in New Zealand had assured trade officials they were not aware of any pending trade sanctions against New Zealand companies.
A spokeswoman for Zespri said it was "heartened" to hear McClay's assurances.
China is Zespri's top market with sales expected to reach $500 million this season.
NZ First leader Winston Peters said it was unbelievable that government ministers had not known of Chinese concern.
"After days of obfuscation and denial the Government is now confirming it had knowledge of China approaching New Zealand exporters expressing concerns at legitimate policy concerns back in New Zealand."
He said the Chinese Government had used the threat of "industry consultation" in the past.
"China's threatened 'industry consultation' is shorthand for going outside the 2008 Free Trade Agreement to get its way.
"They did it on the melamine scandal, and the infant formula production plant approval process. That's how China got control of our infant formula industry in just three years under National."
- NZME