The market in China for dairy goods in growing and the country is becoming "big business" for dairy exporters in New Zealand, who supply roughly a third of China's dairy imports. There is no history in China of milk-based foods, yet during the last ten years, the trend for dairy consumption has risen dramatically and the New Zealand Dairy Board (NZDB) has witnessed sales to the country, including Hong Kong, rise by over 400% to over US$127m.