China National Cereals, Oils and Foodstuffs Corporation (COFCO) Group is a state-owned company, the largest supplier of diversified products and services in the agricultural products and food industry in China. COFCO has aggressively diversified its business to build a fully integrated value chain. It embarked on a comprehensive program to enhance its data integration, systematic performance analysis and internal information-sharing capabilities. This program is part of a strategy called Crystal Ball, which is helping the company unify disparate systems and business units across the global enterprise, and is improving information sharing and insight-based decision making.
A series of food safety scandals in China in the early 2000s raised public concerns about the quality of food being produced by agricultural companies. In response, COFCO—China’s largest agriculture and foodstuffs company—has imposed strict controls over each step of the food-processing chain. The company recognizes its social responsibility as China’s leading provider of grains and oils to provide healthy and nutritious food of the highest quality.
In 2009, COFCO Chairman Ning Gaoning instituted a new strategy: the Fully Integrated Value Chain, offering a “farm field to dining tables” range of products and services. The chain begins with agricultural crops and ends in high-quality processed products for consumers. The strategy marked a significant shift and expansion from the company’s former core business as a bulk supplier.