Wellcome, COFCO target $100m sales in first year

Partnership spans supply and marketing.

Wellcome Hong Kong and COFCO Hong Kong have formed a strategic partnership targeting more than $100m in sales of COFCO products through Wellcome in 2026.

The tie-up covers four main areas: direct supply of food products, supply chain operations, joint brand and marketing initiatives, and food quality and safety management.

Product categories named in the agreement include rice, flour, edible oils, dairy products, meat, alcoholic beverages, tea and beverages.

Current cooperation already includes Mengniu dairy products, Fortune edible oil, Meilin canned food, and Joycome meat. The first promotional rollout features Joycome chilled pork, which is being sold at a long-term promotional price of $28 across all Wellcome stores.

The companies said Wellcome will use its retail network to provide a stable sales channel in Hong Kong, whilst COFCO will prioritise supplying a broader range of products.

Curtis Liu, chief executive officer for food at DFI Retail Group, said the partnership combines COFCO’s supply chain capabilities with Wellcome’s online and offline retail network.