SHANGHAI, 27 November 2013, Elders—On 27 November 2013, Elders Fine Foods and FIELDS, China’s premium online grocery store, announced a strategic online partnership. For the last seven years, Elders has operated a small home delivery business but under the agreement with Fields, Elders’ top quality Australian Meat, Seafood and exclusive Coopers Beer will now be available on FIELDS website (www.fieldschina.com). Given Elders and FIELDS’ established reputation as supplier and importer of exceptional foods, it will bring ultimate benefits to consumers in China. Elders’ original shopping website will be closed on December 31st, 2013.
Elders Fine Foods and FIELDS partnership is a significant landmark in the development of online shopping in China. “We have imported the best of Australia’s meats into Shanghai since 2004,” says Craig Aldous, CEO, Elders Fine Foods. “We’re now at a point where we want to make our range more widely and easily available. We only want to work with the best and that’s why we decided to partner with Fields. As our exclusive partner, our products will now be available online only through the Fields website.” Mr Aldous said that he was pleased that Elders’ home delivery customers could now continue to enjoy premium meat and seafood but through an online store that offered a whole range of other grocery items to make it a more convenient shopping experience for the consumer.
FIELDS China is a Shanghai based online grocer that strives to carry the freshest and highest quality foods. FIELDS provides healthful and safe options for a family’s grocery needs, including vegetables, fruits, meats & poultry, fish & seafood, beverages, dairies, bakery items, and personal care products. With same day delivery on orders in Shanghai, FIELDS makes it convenient and affordable for customers to have healthful, safe, organic, seasonal foods items in China—both local and imported. “We’re very excited about our new partnership with Elders,” says Steve Liang, CEO, Fields. “We want our customers to enjoy the finest foods from across the world and our relationship with Elders is another step towards this goal.”
The move to partner with Fields is in line with Elders Fine Foods strategy to focus more on its core business of hotels and restaurants. The Company currently imports beef, lamb, veal and seafood for distribution to hotels and restaurants throughout mainland China. Based in Shanghai it operates a meat processing facility to manufacture hamburger patties and sausages. It also offers a portion control service for chefs. The supply partnership with Fields gives more consumers an opportunity to access the same premium products that some of the best chefs throughout China are using and endorsing.