Vice Minister Jiang Chenghua and his delegation visited the Canton Fair for inspection and guidance. Chenzi Trade is pioneering a new global track for ready-to-eat instant rice

Vice Minister Jiang Chenghua and his delegation visited the Canton Fair for inspection and guidance. Chenzi Trade is pioneering a new global track for ready-to-eat instant rice

From October 31 to November 4, 2026, the third session of the 140th China Import and Export Fair (2026 Autumn Canton Fair) was grandly held at the Pazhou Exhibition Hall in Guangzhou, attracting global merchants and creating a lively trade atmosphere. As a professional enterprise with over twenty years of experience in food exports, Tancan Food showcased its room-temperature ready-to-eat cooked rice series and a full range of canned products at the third exhibition hall. Booths 12.2-E31/32 were bustling with crowds and busy negotiations, making them one of the most popular highlights in the food exhibition area of this Canton Fair.

During the exhibition, Jiang Chenghua, Vice Minister of Commerce, and his delegation visited the Chen Character Trade booth for inspection and guidance, accompanied by Mr. Cao Derong, President of the China Chamber of Commerce for Import and Export of Food and Native Animals, Ms. Zhu Yong, Director of the China Foreign Trade Center, and others. The delegation stopped at the booth to learn in detail about the company's core process, product matrix, and export layout of ambient ready-to-eat rice. They paid attention to and affirmed the company's deep expertise in food exports and its innovative practices in transforming into the domestic convenient staple food market, encouraging the company to continue strengthening its own brand and expanding into international markets.

President Cao Derong accompanied Vice Minister of Commerce Jiang Chenghua on a research tour of the food exhibition area of the 140th Canton Fair. Mr. Chen Ziyang (first from left), Head of Chen Zi Trading and Chinese Restaurant Marketing E-commerce, received the leadership on site and gave a detailed introduction to the company's product innovation and global expansion. From trademark and brand development and flavor development to packaging design, Mr. Chen Ziyang has been deeply involved in and led the full-chain product innovation of ready-to-eat ambient rice. He systematically reported how the company pioneered the ambient temperature ready-to-eat cooked rice category with physical preservation processes of "vacuum sealing, high-temperature sterilization, and isolation inside and out," achieving zero preservatives and building a supply network covering more than 150 countries and regions worldwide based on over twenty years of canned food export experience. The leadership carefully listened to the introductions, paused to carefully examine the actual products, paid attention and affirmed the company's deep accumulation in food exports, its innovative transformation into the domestic convenient staple food market, and its dual layout of "global supply chain + independent brand," encouraging the company to continue strengthening its brand and expanding into both international and domestic markets.

Canton Fair: An Important Window for Global Trade and a "Supermarket" for Food Exports

As China's longest-standing, largest, and most outstanding comprehensive international trade event, the Canton Fair is known as "China's Number One Exhibition." Every spring and autumn, tens of thousands of buyers from around the world travel across mountains and seas to view products, discuss orders, and make friends here. The third session of this Autumn Canton Fair focuses on the food, pharmaceutical, and medical device sectors, bringing together high-quality buyers and professional buyers from around the world. It serves as a key platform for food companies to showcase their strength, expand overseas channels, and capture market trends.

For food export companies, the Canton Fair is not only a hub for orders, but also a "barometer" for gaining insight into global consumer trends. On site, importers, retailers, and restaurant brand representatives from Europe, the Americas, Southeast Asia, the Middle East, and other regions moved between booths, showing strong interest in new food products that suit local tastes while balancing convenience and health.

Room temperature ready-to-eat cooking "pioneer": Packing "wok steam" into a portable lunch box

At the Chenzi trade booth, the most eye-catching item was the room-temperature ready-to-eat cooked rice series. As a pioneer of ready-to-eat shelf-stable fried rice (shaofan), Chenzi Trade has revolutionized the traditional convenience of staple food experiences, blending the on-site stir-fried "wok gas" flavor with the long-lasting convenience of room-temperature storage, attracting many domestic and international buyers to try it live and give frequent praise.

In terms of core processes, the company uses physical preservation technology of "vacuum sealing, high-temperature sterilization, and internal and external isolation," achieving zero preservatives added. It can be stored stably and long-term at room temperature, maximizing taste and nutrition. This process precisely overcomes the pain points of traditional instant noodles such as the single nutrition, reliance on heating devices for self-heating rice, poor texture of brewed rice, and high cold chain delivery costs. It truly achieves "instant heating with hot water, ready to eat in one minute," allowing outdoor camping, home stocking, office meals, emergency supplies, and other scenarios to enjoy a warm stir-fried meal anytime, anywhere.

According to feedback from customers who tried the food on site, many overseas buyers praised it after tasting, saying "The taste rivals freshly stir-fried restaurant dishes and is convenient to carry, perfectly matching the current trend of convenient dining." They immediately began sample requests and order negotiations.

Over twenty years of export experience: a full-category canned food matrix serving more than 150 countries and regions worldwide

Tancan Food has been deeply engaged in food exports for over twenty years, mainly producing canned vegetables, fruits, and fish. Its products are sold to more than 150 countries and regions worldwide. With stable quality, standardized export certifications, and reliable delivery times, it has earned the long-term trust of numerous international importers and distributors.

At the booth, besides ready-to-eat cooked rice, a full range of canned products such as vegetables, fruits, mushrooms, and seafood were also neatly displayed, forming a complete food supply chain from raw materials to finished products. The company provides OEM/ODM and white-label customization services to global importers, retailers, chain restaurants, and private label clients, covering formula adjustment, flavor development, packaging design, and more. It can flexibly adapt to the taste preferences and market access requirements of different countries and regions, truly achieving "one-stop food procurement."

Transforming domestic sales and brand building: From an export leader to a new track of ready-to-eat ambient cooking

In the coordinates of enterprise development, Chenzi Trade has always kept pace with the times. Founded in 1984 (with the canned food business traced back to 1994), as Zhangzhou's first private foreign trade circulation enterprise, the company has witnessed and participated in the growth and expansion of China's food export industry. Facing the rapid expansion of the domestic convenient staple food market, in 2023 the company established Zhongfan Food and launched the ambient ready-to-eat cooked rice brand "Youfan Mr." officially entering the domestic convenient staple food track. It brings export-grade craftsmanship and quality standards accumulated over more than twenty years back to the local market, making "Youfan Mr." a warm, high-quality convenient choice on the national dining table.

From exports to domestic sales, from B-end to C-end, Chenzi Trading is building a dual-wheel growth model of "global supply chain + independent brand." This Canton Fair is not only a concentrated showcase for companies to global merchants but also a key link connecting domestic and international markets.

Looking to the future: Based on quality, bringing Chinese flavors to a broader world

The head of Chenzi Trading said, "We are very honored to showcase our products on the international stage of the Canton Fair. Room temperature ready-to-eat cooked rice is the crystallization of our years of craftsmanship and market insight, and is also a representative achievement of our shift from export to branding and diversification. We thank leaders at all levels and the chamber of commerce for their care and guidance, and we also appreciate the recognition from global buyers. In the future, Chenzi Trading will continue to adhere to the development philosophy of zero additives, focusing on quality, and strengthening innovation, providing better food choices to global customers and consumers with a richer product matrix and more comprehensive services. ”

This year's Canton Fair is still in full swing. Tancan Food sincerely invites global buyers to visit booth 12.2-E31/32 at the Canton Fair to sample and discuss cooperation together, opening a new chapter in food trade.

About Tancan Food

Tancan Food was established in 1984 (tracing the canned food business back to 1994). It is Zhangzhou's first private foreign trade distribution enterprise, deeply engaged in food exports for over twenty years, mainly selling canned vegetables, fruits, and fish, with products exported to more than 150 countries and regions worldwide. The company pioneered the room temperature ready-to-eat fried rice (cooked rice) category with a physical preservation process of "vacuum sealing, high-temperature sterilization, and internal and external isolation," and relying on Zhongfan Foods, launched the ambient temperature ready-to-eat fried rice brand "Youfan Mr." building a dual-engine business structure driven by export supply chains and independent brands.

This preservative-free shelf-temperature ready-to-eat fried rice relies on physical sterilization technology, requiring no cold chain and allowing you to enjoy hot food ⛺ with its own wok steam in just one minute. It is suitable for personal consumption scenarios such as camping, hiking, self-driving travel, office overtime, and simple meals at home; It can also be used for emergency reserves, field operations, hotels, homestays, and group dining halls. It also adapts to supermarket cross-border retail, supports OEM customization, and fully covers both C-end consumption and B-end domestic and international commercial procurement needs.

Source: Tancan Food