Alibaba and Marine Harvest create partnership to meet growing demand for salmon in China

By Laura Mullan
Alibaba’s fresh food sourcing platform, Win-chain, and Marine Harvest, the world’s largest producer of farmed salmon, have signed an agreement to br...

Alibaba’s fresh food sourcing platform, Win-chain, and Marine Harvest, the world’s largest producer of farmed salmon, have signed an agreement to bring fresh salmon to Chinese customers.

Through a Memorandum of Understanding (MoU), the companies have agreed to combine their efforts and capabilities to create “the most effective supply chain for the distribution of salmon in China.”

Alibaba’s Win-Chain, one of China's’ largest fresh food supply chain platforms, said that the deal will help it meet an increasing demand for fresh, high-quality salmon in the country.

“The demand for fresh seafood in China is rapidly growing, and Marine Harvest is one of the most trusted and world’s leading producers,” said Alibaba Group’s President, Michael Evans.

“By partnering with Marine Harvest and leveraging the consumer reach, technology capabilities and logistics support of the Alibaba ecosystem, we will be able to deliver the best-in-class offering of fresh seafood products to consumers across China.”


Win-Chain and Marine Harvest plan to work on closely on supply chain optimisation solutions which particularly hope to help processing and cost-effectiveness.

Marine Harvest recently opened its first plant in Shanghai, signalling its commitment to the Chinese market.

Win-Chain said it will become Marine Harvest's strategic partner by selling fresh chilled salmon products directly from the Marine Harvest’s local processing factory in Shanghai.

In doing so, it aims to become the leading outlet for salmon products in China.

The Alibaba business will also offer consumer insight’s to support Marine Harvest’s branding and communications activities.

Marine Harvest Chairman of the Board, Ole-Eirik Lerøy, added: “China is a very attractive market, and partnering with Alibaba Group and Win-Chain was a natural choice for us.

“We look forward to the many opportunities ahead to deepen our collaboration with Alibaba as we now ramp up our presence in China, for example through our new processing factory in Shanghai.

“We see that Chinese consumers love salmon, and together with Alibaba and Win-Chain we will bring even more fresh salmon to dinner tables in China.”


Featured Articles

Top 10 customer experience (CX) trends in 2023

Food Digital breaks down the Top 10 customer experience (CX) trends taking centre stage for 2023, including predictive analytics, AR, metaverse and more

Absolut joins the sustainable drink trend with paper bottle

Sustainability is driving brand changes at Absolut as the drinks brand focuses on delivering new designs and a sustainable paper-based recyclable packaging

Careers Passport: flagship programme to help jobseekers

A fast-track job scheme designed to remove barriers to enter the food and drink industry has seen over 1,000 training opportunities created.

Coca-Cola, Diginex & Reckitt tech to support supply chains


Luxury food manufacturer Venchi on sustainable packaging


How has the pandemic affected sales at General Mills?