Bright Food aims to put more high quality foreign products on Chinese plates via new Hong Kong unit

Shanghai-based Bright Food Group has taken a major step towards its goal of building a global distribution network by setting up a new subsidiary in Hong Kong that aims to take more local brands abroad and bring more premium products to the mainland.

Bright Food, a household name in China where it is the second-largest food conglomerate, is striving to meet the growing demand among Chinese consumers for good quality international cuisine. It has made 10 major foreign acquisitions since 2010 as part of a drive to access more international markets.

“Buoyed by mainland consumers’ increasing demand for high-quality food, Bright Food will step up efforts to increase imports of foreign-made products,” Bright Food’s president, Liu Ping, told a forum on imported food during the China International Import Expo on Wednesday.

“Our internationalisation drive will continue, with a focus on bringing more premium brands to Chinese households.”

The new Hong Kong subsidiary, defined by Bright Food as its second headquarters, will deal with distribution of food around the globe and sourcing products for import to China.

Pan Jianjun, a spokesman for the company, said the Hong Kong unit will also be used as a financing vehicle to help fund other overseas acquisitions. He would not reveal the names of any potential targets.

Bright Food, as well as owning an eponymous dairy company, is the maker of the iconic White Rabbit confectionery and Australia’s Manassen Foods.