“Wow, so many well-known brands. I’ve never known before they’re all COFCO’s!” as a consumer told when watching the roadshow COFCO launched in Shenyang Joy City. The roadshow will be on for nine days until October 25, which features “High Quality Products from Good Control of Whole Value Chain”, the concept COFCO promotes as the senior sponsor to Shanghai Expo 2010.

The center stage of the roadshow is surrounded by branded food exhibition booths featuring “Family and Sharing”, “Personality and Activity” and “Taste and Culture”, with a big poster featuring “High Quality Products from Good Control of Whole Value Chain for Better Life” as the backdrop. COFCO’s branded food are collectively shown to consumers during the event, such as Fortune, Great Wall, Le Conte, Xiang Xue, China Tea, Shan Cui, Lohas and Wu Gu Dao Chang.

Attention of consumers was also drawn to performance shown on the center stage and games played at the exhibition booths. Sand painters used their talent to vividly show the whole value chain from farmland through production and marketing to dining table of consumers, sending a message that COFCO is devoted to offer safe and high quality food based on good control of the whole value chain. Magicians combined their magic wonder with COFCO’s branded food, attracting the audience’s attention and rousing their interest to participate. During the roadshow, consumers could do different things as they liked: Watching the sand painting or magic show, playing games, talking with COFCO staff to learn about detailed product information, reading the value chain illustration or even just collecting brochures to read by themselves.

As the senior sponsor to Shanghai Expo 2010, COFCO had Haibao, the mascot of Shanghai Expo 2010, to make friends with consumers during the roadshow in Shenyang Joy City, who quickly became very popular among both children and adults.

COFCO started its roadshow campaign from September 19, 2009, and at the same time also put on tournament community shows. In total, there will be 48 big roadshows and 190 community shows in 6 metropolises including Beijing, Shanghai, Tianjin, Shenyang, Wuhan and Chengdu, from mid-September to mid-November.