Wellcome and COFCO Hong Kong Announce Strategic Partnership Target First-Year Sales to Exceed HK$100 Million

HONG KONG SAR –
Media OutReach Newswire – 26 March 2026 – Wellcome and COFCO Corporation Limited (“COFCO”) held a strategic cooperation agreement signing ceremony, announcing the establishment of a long-term partnership. The collaboration will strengthen cooperation across the supply of quality food products, brand and marketing initiatives, supply chain operations and elevating the overall customer consumption experience.

Curtis Liu, Chief Executive Officer, Food at DFI Retail Group (back row, fifth from left) and Mr. Lijun Qing, Vice President at COFCO Corporation Limited (back row, third from right) attended the signing ceremony with their teams to announce the strategic partnership

COFCO is an international agribusiness with a fully integrated food supply chain, underpinned by strong upstream sourcing capabilities and extensive supply chain management expertise. Wellcome is Hong Kong’s leading supermarket chain with the city’s largest store network. By leveraging their complementary strengths, the partnership aims to further enhance the supply of quality food products and offer customers a wider selection of fresh, great‑value choices.

Looking ahead, the two parties will focus on collaboration across four key areas:

First,
strengthening the direct supply of quality products, with a diverse range of premium food products under COFCO prioritised for listing across Wellcome’s sales channels. This will expand offerings in key categories such as rice, flour, edible oils, dairy products, meat, alcoholic beverages, tea and beverages.

Second, enhancing supply chain efficiency by leveraging Wellcome’s local delivery and store network to accelerate the flow of fresh and fast‑moving consumer goods.

Third,
driving joint brand and marketing initiatives, including new product launches, festive promotions and campaigns promoting healthy eating.

Fourth,
strengthening food quality and safety management by strictly adhering to food safety standards and enhancing product traceability mechanisms, jointly safeguarding customers’ food safety.

At present, the key areas of cooperation include
Mengniu dairy products,
Fortune edible oil,
Meilin canned food, and
Joycome meat. In 2026, sales of COFCO’s products at Wellcome are expected to exceed HK$100 million. COFCO will prioritise supplying Wellcome with a broader range of quality products, while Wellcome will leverage its extensive local retail network to support COFCO with a stable and scalable sales channel in Hong Kong.

Through this partnership, both parties aim to provide customers with greater peace of mind and a wider range of quality food products, responding to Hong Kong families’ growing demand for better living. The first phase of the partnership’s promotional rollout features
Joycome chilled pork, delivered fresh daily and offered at a long‑term promotional price of HK$28. Available from today at all Wellcome stores, the product is sourced directly from its origin, enabling Wellcome to offer customers produce of the highest quality.

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.”

COFCO (Hong Kong) Limited’s spokesperson said: “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.”

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