Lefa Teng raises awareness and profile of icewine in China
Department of Marketing and Consumer Studies Associate Professor Lefa Teng was part of the Premier’s recent mission to China, which secured approximately $800 million in new partnerships and business contacts. This mission’s purpose to strengthen economic ties with China and create jobs here at home was primarily focused on the agri-food sector – including icewine, one of Teng’s areas of research. His research includes marketing and education in China surrounding icewine and ways to avoid distributors who sell counterfeit ice wine (accounts for 90% of ice wine in China). Teng works with local importers and distributors to set up promotional opportunities with potential clients in China.