WELCOME GROUP

Welcome Group Debuts at CIIE Shandong-Multinational Companies Dialogue, Signing a $200 Million Brazilian Beef Procurement Project

Release Time:

2025-11-08

On November 5, the 8th China International Import Expo kicked off in Shanghai. On the morning of the 6th, the Shandong-Multinational Corporations Industry Ecosystem Partnership Dialogue, hosted by the Shandong Provincial People's Government, was held at the National Exhibition and Convention Center (Shanghai). Welcome Group, a leading enterprise in China's meat industry, was invited to attend the conference and successfully signed a $200 million beef procurement contract with Brazil's Boa Vista de Goiás Company.

Welcome Group Executive Vice President Ma Xianhua attended the meeting and took the stage to sign the agreement. He stated that Shandong, as China’s forefront of openness and a major economic province, provides robust support for multinational cooperation with its well-developed industrial ecosystem and vast market potential. Welcome Group boasts the nation’s leading wholesale market for meat and seafood, along with an extensive network of cold storage facilities, in the Jinan region. The company has also integrated diverse fleets of refrigerated vehicles and operates hundreds of dedicated logistics routes across China, ensuring comprehensive cold-chain coverage of major cities nationwide—laying a solid foundation for expanding international trade partnerships. This collaboration not only aligns with the growing demand for sustainable trade but also perfectly matches the evolving trend among Chinese consumers toward higher-quality meat products. Moving forward, Welcome Group will continue strengthening its partnerships with international suppliers, enabling more premium products to reach consumers’ tables efficiently and reliably.

Helder Passos Pereira, Sales Director of Boa Vista Goiás Company, stated that China has consistently ranked as Brazil's largest export market for beef for many consecutive years, showcasing immense market potential. This collaboration with Welcome Group marks a crucial strategic move to deepen our presence in the Chinese market, leveraging Shandong's robust industrial ecosystem advantages to further expand our distribution network and achieve mutual benefits and win-win outcomes.

Welcome Group's recent signing not only highlights the company's ability to integrate resources in the global food ingredient procurement sector, but also embodies Shandong Province's vision of deepening industrial chain collaboration with multinational corporations. Moving forward, Welcome Group will accelerate the implementation of the intended contract, continuously expand its global partnership network, and contribute to high-quality industry development as well as safeguarding people's livelihoods.