Narre Warren North, Victoria, 13 December 2021

Montague, one of Australia’s largest fruit producers has a strategic vision to take quality Australian fruit to the world; and a key focus for their export strategy is China. W.F. Montague and Tribal Brands Asia today finalised a shareholder agreement for the creation of a new joint venture: Montague China (Shanghai Montague Trading Co., Ltd 上海慕恬果叶贸易有限公司).

The expansion into China of Montague’s international export operations will enable the company to support global growth, building direct relationships with Chinese companies and millions of consumers.

The Chinese market for premium quality, Australian fruit is demanding and Montague is perfectly placed to meet this need with the on-the-ground expertise of Tribal Brands Asia.

“China has been a key, and developing, market for Montague for many years and this new partnership is a positive move towards growing our presence” said Scott Montague, Managing Director.

The agreement signals an evolution in cooperation between Montague and Tribal Brands Asia who have collaborated for six years promoting Montague stone fruit brands in China.

“In challenging times, it’s big news to be growing our business and increasing the export of Australian fresh produce into massive markets like China. We know success in China isn’t the easiest thing to achieve, so having a partner like Tribal Brands Asia gives us great comfort and confidence” said Mr. Scott Montague.


The new joint venture business will focus on supporting our current importers and distributors on the ground as business partners, rather than just supplying fruit to market. Adding marketing and activation support on the ground we feel will add a sustainable competitive advantage.

Both businesses are committed to accelerating the market growth of Australian fresh fruits in China and increasing consumer awareness of Montague’s brand across selected Chinese cities.

The initial focus of the business will be sales and distribution of Montague’s stone fruit products: beginning with Flavour Pearl Nectarines sold under the MONTAGUE tree™ brand, followed by sales of Montague CROC EGGS™ (plums) also in early January then Black Ruby and Red Phoenix cultivars extending until Chinese New Year.

This exciting new WOFIE (Wholly Owned Foreign Invested Entity) will be based in Shanghai, beginning operations in January, 2022.

About Montague:
Montague is a family-owned business who have been growing fruit for three generations. Founded by William (Bill) Montague (OAM) in 1948 the company is now operated by his family. In 2020 Montague activities include fruit growing, production and packing, food sales and marketing and the provision of storage and   logistics services to the fresh produce industry. The Montague team and their network of national and global horticulture partners are dedicated to innovation in the horticulture industry and educating consumers about the world of fresh produce.

About Scott Montague: 

Scott is the Managing Director of Montague and is a third generation Montague family member. Scott has been working in the family company for over 20 years across packing, distribution, sales and trading, marketing and export of pome fruits across Australia and overseas. Scott Montague understands the importance of positive working relationships to meet consumer needs and demands.

About Tribal Brands Asia: 

Tribal Brands is a business development partner focused on premium Food and Beverage throughout the Asia region. Tribal Brands has been operating in Asia for 13 years. During that time they have gained a wealth of experience, developed an in-depth understanding of the various markets, and built a truly Asia-wide footprint.

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Australia Contact:

Sonia Rendigs
Hatching Communications
M + 61 410 588 196
E [email protected]


Rowan Little
Chief Innovation Officer, Montague
M + 61 408 750 944
E [email protected]


China Contact:

Ling Xiang

M +186 2178 8170   E [email protected]

AaronMarsich, Tribal Brands

M + 86 186 1676 5590

E [email protected]

Wechat:  @MONTAGUE

Weibo: @theMontagueTree慕恬果园