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Bright Food Group Attends Expo Milan 2015

(People's Daily Online)    17:25, May 06, 2015

As one of China's largest food industry groups, Bright Food (Group) Co., Ltd. (or Bright Food for short) will participate in World Expo 2015, to be held in Milan, Italy from May 1 to October 31, 2015.

Organized around the theme of "Feeding the Planet, Energy for Life" and highlighted "agriculture and food", Expo Milan 2015 is expected to attract a great many food enterprises from around the world to Milan to attend this major international event. According to Pan Jianjun, spokesman of Bright Food, his company will view its participation in the event as a precious opportunity for Bright Food to enhance its cooperation with other international businesses. Bright Food believes that, by attending Expo Milan 2015, it will increase its stature and influence in the international market, thereby making it easier for its food products to gain access to the international market. During the event, Bright Food will showcase its image and brand by demonstrating the agricultural Internet of Things as well as its food traceability system. Meanwhile, Bright Food will establish an import & export platform for trade in agricultural products (food) between Shanghai and Italy and even between Shanghai and the entire European region through Shanghai Xijiao International Agricultural Product Trade Center.

As Mr. Pan put it during an interview with the reporter, "Given Bright Food's vision of what to achieve as a multinational, its mission to integrate global resources and its internationalization strategy, it follows that the company will maintain its presence in the international arena. I think Expo Milan 2015 will open up an excellent opportunity. It will allow Bright Food to better introduce its products to the world, making its brand popular and communicating its message worldwide. By demonstrating the Bright Smart Kitchen products, Bright Food will present its entire range of products, distributed across the value chain of the food industry, to consumers around the world."

Many subsidiaries of Bright Food will show up at the event, including Bright International, Bright Sugar & Liquor Group, Bright Rice (Group) Co., Ltd, Shanghai Maling Aquarius Co., Ltd., May Fourth Co., Ltd., and Shanghai Haibo Logistics (Group) Limited; many Bright products will be put on display at the event, including luncheon meat, rice, Weetabix, mushroom, pork, and vegetable.

Bright Food will demonstrate the agricultural Internet of Things and "Bright Smart Kitchen" at the Milan Expo. By showcasing the quality rice from Bright Rice and organic vegetable from Bright Urban Vegetable Garden in videos, Bright Food will present to the public its idea of agricultural Internet of Things to modern agriculture and to the entire value chain of food industry, "from the field to the table." In fact, the "Bright Smart Kitchen System" integrates a great many things into a single system developed by Bright Food, including its whole industrial chain; agricultural Internet of Things, the overall process of food traceability; and the management of electronic traders in fresh foods, cold-chain logistics, and big health data, with a view to promoting a healthy lifestyle. In fact, by interacting with the system via a touch screen, a visitor to the exhibition will be able to experience Bright Food's idea of how people should eat a healthy diet and enjoy a futuristic lifestyle.

As for the various activities planned for Expo Milan 2015, Chairman Lv Yongjie of Bright Food will participate on June 9 in the Forum on Sino-Italian Cooperation in Food Trade and deliver a keynote speech; on June 10, Chairman Lv will give a lecture on "agriculture and food" and describe the situation of Shanghai Xijiao International Agricultural Product Trade Center during the Forum on Shanghai-Milan Cooperation in Food Trade; on June 12, at the news conference designed to promote food trade between Shanghai and Rome, Bright Food's Xijiao International Agricultural Product Trade Center will sign a cooperation agreement with the international agricultural product trade center in Rome. According to Mr. Pan, Bright Food will send a trade delegation of 20 directors from the subsidiaries to the exhibition to look for opportunities for cooperation.

During the exhibition, the "Bright Gift Box" will be given as a gift by the municipal government of shanghai to foreign guests. The gift box will contain the Big White Rabbit candy, which is a classic candy from Shanghai, and the Weetabix cereal bars, which are a delicacy with a typical British flavor.

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Editor:Yao Chun,Bianji)

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