Wide Open Agriculture Secures Exclusive China Deal with Univar Solutions

Strategic Partnership Opens Chinese Market

Wide Open Agriculture Limited (ASX: WOA) has taken a significant step forward in its global commercialisation strategy by signing an exclusive marketing and distribution agreement with Univar Solutions China. This 18-month deal grants Univar exclusive rights to promote and sell WOA’s lupin protein products, LP90 and BP80F, across mainland China, a market rapidly embracing plant-based protein alternatives.

Univar Solutions China, a subsidiary of the global chemical distribution giant Univar Solutions Inc., boasts $11.5 billion in sales for 2023 and ranks as the world’s second-largest chemical distributor. Its extensive network and expertise across food and nutrition sectors provide WOA with a powerful platform to accelerate market penetration in one of the world’s most dynamic food ingredient markets.

Commitments and Conditions

The agreement includes a minimum purchase commitment of 50 tonnes of lupin protein isolate within 12 months following an initial six-month market preparation period. During this preparatory phase, Univar will focus on sales training, customer engagement, and marketing efforts to highlight the environmental, nutritional, and functional benefits of WOA’s lupin proteins.

Exclusivity is conditional on meeting performance benchmarks within the first six months. Should Univar fall short, WOA retains the right to convert the arrangement into a non-exclusive distribution agreement, mitigating execution risk while maintaining market access.

Positioning Lupin Protein in China’s Premium Sector

WOA’s lupin proteins are positioned as premium, clean-label ingredients with neutral flavor and color, offering high functionality for food innovation. This aligns well with China’s growing demand for sustainable, plant-based protein solutions in food and beverage manufacturing. Univar’s commitment to identifying at least three food or beverage companies for sample production runs underscores a targeted approach to embed WOA’s products within China’s evolving ingredient landscape.

Executive Chair Yaxi Zhan emphasised the strategic value of the partnership, noting that Univar’s local presence and market expertise are key to unlocking growth opportunities. Meanwhile, Univar’s Will Wang highlighted the breakthrough potential of WOA’s lupin proteins in meeting Chinese consumers’ rising appetite for sustainable and functional food ingredients.

Looking Ahead

While pricing terms remain to be finalised following the initial market development phase, this partnership signals a meaningful commercial milestone for WOA. It not only validates the company’s product innovation but also provides a scalable route to market in a region with immense growth potential for plant-based proteins.

Investors will be watching closely for updates on sales volumes, pricing agreements, and the broader impact of this collaboration on WOA’s revenue trajectory and market positioning in Asia.