Fonterra chief executive Theo Spierings reckons Fonterra's reputation will be fully restored in the Chinese market, but other Kiwi businesses remain concerned about the toll the dairy giant's botulism crisis may have taken on the New Zealand brand image in the world's second-biggest economy.
Fresh off a plane from China, Spierings yesterday apologised to local companies for any "anxiety and stress" the scandal may have caused.
"Based on investigation and further work with markets we will be on the front foot to restore that reputation," he said.
An editorial by China's state-run Xinhua news agency said New Zealand's 100% Pure tourism campaign had become a "festering sore" and suggested the nation would be abandoned by its major trading partners if "systemic" food safety issues were not fixed.
China is the destination for about $6 billion of New Zealand exports each year, including roughly $3 billion of dairy products.