Sean Li joins United Exports Group

PERTH, 7 March 2022 | United Exports has appointed Sean Li (Li Xiangrong in Chinese) as their business manager for China. United Exports is a vertically integrated agricultural company, specialising in blueberries, that has the exclusive right to sub-license the production of and market the renowned and market leading OZblu® blueberries. 

This newly created position in the global group is brought about by United Exports’ expansion, thanks to the OZblu® genetics and its ability to supply quality blueberries to China year-round, and the growth in demand for these bigger, tastier and crunchier blueberries from Chinese consumers. Sean Li will represent the thriving OZblu® brand in China, with a focus on wholesale markets and major customers, as well as supporting the development of the business into new channels and customers.  

Sean Li has 11 years’ experience in the industry, most recently as the blueberry product team manager at Dole China. Sean Li developed and managed the strategic sourcing plan, for the year-round supply of blueberries, from the domestic and import markets and interfaced with the retail trade, as well as suppliers and growers, across these markets. Having started on the technical side of the fruit business, prior to this, he was a quality control manager at Coca Cola and is qualified in food science and engineering at the Beijing University of Agriculture. Sean brings with him extensive product knowledge in the blueberry category. 

Sean Li says, “I am really excited about the growth of the blueberry category in China and the flourishing consumer interest in the fruit’s health benefits. Blueberries also have a positive impact for humankind in terms of economic, social and environmental development.” 

Roger Horak, executive Chairman and founder of United Exports, comments, “I’m delighted that Sean Li has agreed to join us and he will be a great asset for the United Exports group. There are significant synergies between Sean Li’s gravitas and experience and United Exports’ strategy and values. We look forward to a successful future together in growing the year-round supply of OZblu® into China.” 



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