Focusing on nutritional innovation to create healthy and delicious foods

In response to agri-food market dynamics and industry needs, COFCO leverages the NHRI to focus on areas such as nutrition, food safety, and agricultural product processing. We have built a research team with technical expertise capable of conducting cutting-edge, demand-driven R&D. By studying shifts in consumer preferences—from flavor and nutrition to sustainability—we transform scientific achievements into market-ready products, enriching our food portfolio to meet the diverse needs of customers.

Making breakthroughs in technological innovation to overcome industry bottlenecks

Research innovation provides the theoretical foundation for technological innovation, while technological innovation offers practical support for research innovation. Together, they drive further scientific and technological advancement and facilitate the transformation of scientific achievements into productive forces. COFCO is committed to making breakthroughs in key core technologies, focusing on critical areas such as bio-breeding, grain loss reduction, and biosynthesis, as well as strategic emerging industries. Through equipment importation, independent R&D, intelligent upgrades, retrofitting of outdated facilities, and the application of AI technologies, we are accelerating the iteration and application of agri-food equipment. We have launched innovative grain processing equipment such as new intelligent grain dehulling and splitting units and MMV intelligent flour mills. We have also independently developed intelligent vertical warehousing technologies, green and smart low-temperature grain storage control systems, and complete technical equipment sets. Initiatives such as one-stop intelligent grain selling services help reduce production costs, enhance efficiency, and improve overall competitiveness.

Exploring marketing innovation to enhance brand value and influence

As a producer of quality food and creator of premium brands, COFCO places brand building at a strategic level that concerns the nation's reputation, people's well-being, and the company's future. By creatively utilizing diverse marketing methods such as social media marketing, live streaming, and short video promotions, we carry out a combination of online and offline brand promotion activities, focusing on building a series of "national brands" to enhance the recognition and reputation of the COFCO brand.

In 2024, COFCO, relying on its agricultural and food industry chain, has established and improved its brand management and marketing systems, strengthened brand leadership, and cultivated excellent brands that are strategically managed, contribute significantly, and lead in value. We continue to enhance the brand value and competitiveness of "COFCO" "Fortune" "Greatwall" "China Tea" "Joycome" "Jiugui" and "Lohas" while improving the quality of life for the people.

Meanwhile, we adhere to the principle of leading demand, creating demand, and boosting consumption through quality supply. We innovate and enrich consumption scenarios, striving to meet the personalized, differentiated, and quality-driven needs of different consumers. In brand promotion, we uphold responsible marketing, standardize advertising, and strictly prohibit false or misleading promotions. We ensure smooth communication channels with customers, continuously improve after-sales service quality, legally protect customer information and data security, guide healthy eating habits, create sustainable value for customers, and enhance customer loyalty and preference for the COFCO brand.