It would be easy to think New Zealand Incorporated is determinedly under-estimating the importance of doing business in China.
The year so far has been littered with marketing failures, export bungles and bureaucratic nightmares.
Just how this country's reputation as an export-leading small nation with a 100% pure image will remain untarnished as a result is a major issue.
There is tough competition to get established in China. Many business giants have tried and failed.
In recent weeks, we have had the world's largest exporter of dairy products, Fonterra, one of the country's leading meat exporters, Alliance Group, and Westland Milk Products in all sorts of bother.
And let us not forget honey, and the problems that industry faces on the future of manuka honey labelling.
Tests have since found Fonterra's whey milk was not contaminated with botulism-producing bacteria, Alliance's Pukeuri plant has passed an audit by the Ministry for Primary Industries, and Westland's products have been deemed safe for human consumption.
But how do such incidents happen?
A study released this week by Massey University on how and why New Zealand companies become international, with the aim of identifying the factors leading to successful export activity, may hold some answers.
The research, undertaken by the university's Centre for Small and Medium Enterprise Research, involved interviews with businesses of all sizes across a range of manufacturing and service sectors.
The study found that while export activity by New Zealand firms was diverse, there were some common factors among those who experienced success.
There is a need for a major commitment by exporters.
To sustain export activity they have to take a long-term view and commit time and resources into the overseas market.
They need trusted contacts and strong networks to allow deep research of markets - or have someone with good overseas experience within the firm.
Companies learn to live with fluctuating exchange rates and adjust their strategies accordingly.
What is more important is the quality of the product or service, the strength of the overseas market, having trusted contacts and something called entrepreneurial orientation.
In the case of the Pukeuri certification, incorrect labelling meant 240 people were thrown out of work from sheep and lamb chains from August 8.
It remains up to the Chinese as to when the plant will regain its certificate to resume exporting meat to China.
New Zealand is not the only place from which China can source meat.
If New Zealand is selling on quality, not price, it needs to provide quality throughout the process.
The Ministry for Primary Industries is involved in all of this.
The restructuring and bringing together of many agencies has not been as successful as the Government had hoped.
Kiwi business leaders based in China say many New Zealand exporters are still naive and making many errors as they try to crack Asia's largest market.
More than a decade ago, New Zealanders exporting to Japan followed strict guidelines.
Kiwifruitwas the obvious export product seen in high-priced food stores, but there was a market for luxury foods in Japan being met from places like Central Otago.
It seems lessons of the past have been lost.
In Japan, there was a distribution chain exporters and buyers understood.
It was not always easy because of complex Japanese import rules, but spending time in the market ensured those rules could be followed and rewards reaped.
Exporters need to consider the relevance of their products to Chinese consumers, retailers and distributors.
Understanding the product they have and how to adapt it to the market is an important part of the process.
Exporting to Asia requires a level of trust built up over a longer period than considered normal by most global exporters.
A BNZ survey shows New Zealand's ease about the country's growing economic dependence on China took a battering in July.
The decline is said to show how this country's thinking may have changed as a result of the poisoned milk scare. However, stopping products at its borders is a simple matter for China.
Giving it an excuse to deny New Zealand exports is unacceptable.
