Bright Foods

Expanding the footprint of a Chinese food giant

Shanghai-based Bright Foods China is one of the world’s largest food companies, with annual sales of 76 billion RMB. International expansion over the last fifteen years has seen its Asia Pacific subsidiary, Bright Foods Global, acquire a range of food brands, retailers and distribution companies. BWD has partnered with Bright Foods Global since 2011, helping build and execute its expansion strategy.

The solution

In the projects we’ve delivered over the years, one challenge has remained consistent: delivering effective cross-cultural communication. On one hand, our work has been calibrated to reflect the strategic needs and cultural preferences of the Chinese board. On the other, we’ve had to produce content that resonates with the company’s numerous international stakeholders. Examples of our partnership include a future-proofing strategy, redesign of portfolio brands, cultural change initiatives, cross-cultural communications, bilingual board papers, corporate reports, website design, technical writing, pitch presentations, environmental signage and internal training materials.

The result

Under the leadership of CEO, Geoff Erby, Bright Foods Global delivered a compound annual growth rate of 5.7 percent over the last decade– particularly impressive for an established company in the FMCG industry. We like to think we’ve played a part. Indeed, a recent study by the Design Business Council recognised the breadth and integration of design thinking and human-centred design in the company’s portfolio, which we have assisted in building over time.