WELLINGTON - A body representing leading New Zealand and Australian infant formula makers will be stepping up efforts to promote the integrity of products exported to China when it attends a major industry event in China this week.

Infant Nutrition Council (INC) CEO Jan Carey told Xinhua that the INC would be meeting with trade partners and discussing the INC objectives of maintaining industry standards when it attends the Shanghai Children-Baby-Maternity Products Expo from July 17 to 19.

The move comes as New Zealand authorities tighten regulations on infant formula exporters after concerns raised in Chinese media about the reliability of some brands and products appearing in the Chinese market, and as Chinese authorities conduct their own investigations into infant formula companies.

Carey said the INC would continue to work with the Australian and New Zealand governments to implement initiatives to ensure supply chain integrity and food safety standards in the manufacture of infant formula.

The INC was supporting the New Zealand government's approach to protect the country's reputation as a producer of safe food products.

"New Zealand's decision to audit the verification, compliance, and testing regimes in place for infant formula is an example of the serious approach being taken to ensure that what goes out with a New Zealand-made label on it is of the quality and standard that provides good alternative nutrition to breastfeeding for babies and infants," Carey said in an e-mail interview.

"INC also supports the initiatives of authorities in China to tighten control over the companies that manufacture and sell infant formula, since it is such a sensitive product and so important to the health of babies."

The INC was also concerned about "false and misleading claims" in infant formula marketing, Carey said.

"INC is about providing the best nutrition for babies and understands that the optimal nutrition for babies is breast milk. Infant formula is the only suitable substitute when a baby is not able to have breast milk," she said.