The rice division of China Agri (HK0606) launched the marketing campaign for a new type of Fortune rice, whole rice, in the Expo Park by riding the tide of Shanghai Expo.
Nutritious contents of this type are much more than the general one. Even nutrients in germ and husk like vitamins, minerals and fibers are maintained. It has won popularity and reputation from the international market where such health concept has been accepted widely.
The rice division has been making the concept promotion in China for years. Its Jiangxi facility is the largest whole rice producer of Asia and the only one of its kind in China.
The whole rice will increase COFCO’s core competitiveness and its position in the domestic rice market. It is also expected to lead the rice consumption trend.