Wellcome and COFCO partner to boost supply chain, marketing, and food safety

Hong Kong – Wellcome and COFCO Corporation Limited (“COFCO”) have formed a long-term strategic partnership to enhance quality food supply, improve supply chain efficiency, and collaborate on brand and marketing initiatives in Hong Kong.

COFCO Corporation Limited is an international agribusiness with an integrated food supply chain spanning upstream sourcing to distribution, while Wellcome operates one of the largest supermarket networks in Hong Kong. The partnership brings together COFCO’s sourcing and supply chain capabilities with Wellcome’s retail network and distribution channels in the local market.

Under the agreement, the two companies will collaborate across four key areas, including direct sourcing of food products, supply chain and distribution efficiency, joint marketing initiatives, and food quality and safety management. The partnership will prioritise expanding the range of COFCO products available across Wellcome’s sales channels, particularly in categories such as rice, flour, edible oils, dairy products, meat, canned food, and beverages.

The companies will also work on improving the flow of fresh and fast-moving consumer goods by leveraging Wellcome’s delivery and store networks while jointly rolling out product launches, promotional campaigns, and seasonal marketing initiatives. Food safety and traceability will also form part of the cooperation, with both companies strengthening quality control and product tracking mechanisms.

Initial product categories under the partnership include dairy, edible oil, canned food, and pork products, covering brands such as Mengniu dairy, Fortune edible oil, Meilin canned food, and Joycome meat. In 2026, sales of COFCO products sold through Wellcome are expected to exceed HK$100 million, supported by expanded product listings and distribution across Wellcome’s retail network.

Curtis Liu, chief executive officer, food, at DFI Retail Group, said, “This partnership between Wellcome and COFCO brings together the complementary strengths of both parties — COFCO’s robust food supply chain and Wellcome’s strong online and offline retail network. By combining these capabilities, we can further strengthen the stable supply of quality food products and offer customers a broader range of fresh products at great value.”

Meanwhile, a spokesperson from COFCO (Hong Kong) Limited commented, “The establishment of this long‑term strategic partnership with Wellcome fully leverages COFCO’s strengths in food supply chain capabilities and product resources, together with Wellcome’s territory‑wide retail network, enabling a wider range of quality food products to be supplied to the Hong Kong market more efficiently. COFCO will continue to provide Wellcome with a diverse and high‑quality product offering, working together to meet local households’ needs for food quality and supply stability.”

As part of the initial rollout, Joycome chilled pork has been introduced across Wellcome stores in Hong Kong, marking the first phase of product initiatives under the partnership.