One of the companies taking part in this year's China International Import Expo (CIIE) can trace its roots back to meeting one specific need of rural Australian farmers.

"We didn't have anywhere for the local people to bring their grain. We were all traveling 100,150 kilometers just to deliver grain and it just slowed harvest, we didn't get the crop off in time," said Peter Kaylock, an Australian businessman.

So, Kaylock helped form the Moulamein Grain Co-Operative, a grain storage business with over 40 farmer members. Creating the co-operative "brought buyers to us as well," he added.

When the business started looking at selling in China, it decided to focus on one grain in particular, oats. This was marketed under the Moulamein Food Group brand.

"We started with oats not only because they are an ancient food but for their health properties, particularly for the diabetes industry, which is enormous," said Kaylock. "China has an emerging diabetic problem. It is growing rapidly as (consumers) have an appetite for Western foods, Western lifestyles," he explained.

Kaylock's business venture is part of a trend of Australian companies hoping to tap into China's growing market of middle class consumers.

China's emerging middle class consumers apparently have a lot more disposable income to spend on premium brands for a better quality of life, said Yimin Huang, senior lecturer in marketing at Macquarie University. "Particularly, they are looking for more international experiences, not just through travelling but also through consuming international brands," he added.

Moulamein Food Group took part in the first China International Import Expo last year and hopes to expand its connections again this time around.

"The CIIE has provided a great pathway for us to get into China and meet multiple professional buyers, who help us to understand the China market much better," said the company's general manager Leo Yang.