In a strategic move to deepen its presence in China’s burgeoning consumer market and bolster its global supply chain, Louis Dreyfus Co, a leading multinational agricultural trader and processor, is set to unveil its instant coffee and a range of innovative feed products at the 8th China International Import Expo (CIIE) in Shanghai. The event, scheduled from November 5 to 10, marks the company’s debut at the prestigious trade fair. Michael Gelchie, CEO of the Netherlands-based firm, revealed these plans during an interview on Tuesday, expressing confidence in the exponential growth of China’s consumer market over the next decade. Gelchie emphasized that Louis Dreyfus Co aims to not only serve as a key supplier of commodities to China but also to expand its role in the food and feed sectors. The company’s strategy aligns with China’s ongoing efforts to open its seed industry, diversify agricultural imports, and cater to the growing middle-income demographic. Gelchie highlighted the importance of the consumer goods sector in diversifying the company’s revenue streams, supported by China’s push for high-quality consumer products. Recent developments include the launch of a specialty feed protein production line in Tianjin, the company’s first commercial-scale facility of its kind, and the construction of a food technology park in Qingdao, set to open in 2027. Louis Dreyfus Co has also established its regional headquarters in Shanghai in 2021, followed by a global R&D center in 2023. Leveraging the free trade account mechanism in the Shanghai Pilot Free Trade Zone, the company plans to enhance its financing and risk management capabilities. Gelchie, who has attended the CIIE three times, noted the exhibition’s role in showcasing China’s technological advancements, particularly in electric vehicles, and how these innovations can be applied globally. With over 50 years of operations in China, Gelchie remarked that the company feels deeply rooted in the local market.