Building on successful partnerships in Singapore and Malaysia, DKSH expands its collaboration with Simplot to China. DKSH will bring Simplot’s iconic food brands LEGGO’S and JOHN WEST to consumers through an integrated omni-channel approach.
Shanghai, China, March 26, 2025 - DKSH Business Unit Consumer Goods, a leading partner for companies seeking to grow their consumer goods business in Asia and beyond, has entered into a distribution agreement with Simplot Australia Pty Ltd in China. This partnership aims to expand Simplot’s market presence in China, bringing their globally recognized food brands LEGGO’S and JOHN WEST closer to Chinese consumers.
Simplot, the company behind favorite food brands that have been an integral part of consumers’ lives for generations, has chosen DKSH to strengthen its market position and accelerate growth through an enhanced omni-channel strategy. Building on a successful collaboration in Singapore and Malaysia, this expanded partnership will focus on increasing brand awareness and market penetration by leveraging DKSH’s extensive sales force and comprehensive distribution network across China’s diverse retail landscape.
Under this agreement, DKSH will provide full Market Expansion services, including sourcing, market analysis and research, marketing and sales, distribution and logistics, as well as after-sales support for the full range of both LEGGO’S and JOHN WEST’s products. Through this partnership, these products will be made available in China’s modern trade, traditional trade, convenience stores, specialty channels, and e-commerce platforms.
Anthony Noakes, Senior Director Asia Markets, Simplot, said: “We are confident that DKSH is the right partner for us based on its proven expertise in market expansion. With DKSH’s support, we look forward to enhancing LEGGO’S and JOHN WEST’s brand presence and making our products more accessible to Chinese consumers.
Irene Lin, General Manager, FMCG, DKSH China, added: “We are excited to partner with Simplot in China. With DKSH’s strong infrastructure, extensive market knowledge, and established distribution network, we are well-positioned to maximize brand visibility, drive growth, and ensure the success of Simplot in this dynamic market.”
About Simplot Australia
Simplot Australia prides itself on building long-term partnerships with Australian farmers and its supply chain, investing in its people, and building mutually beneficial relationships with its customers. Our Company had its humble beginnings as a one-man farming operation, founded in 1929 by the energetic J.R. Simplot in Boise, Idaho, USA, where our global head office remains today. Since then, the J.R. Simplot Company has grown to become an international food and agricultural company with more than 13,000 employees worldwide. The Simplot Australia story began in 1995 when the J.R. Simplot Company expanded into Australia, acquiring iconic brands like Birds Eye, Leggo's, Chiko and Edgell. Today we are a uniquely diverse business that includes potato, vegetable, seafood and sauces manufacturing operations that supply frozen, shelf-stable and chilled products to retail and foodservice customers. We are proud of the investment we are making in the future of Australia through our Australian manufacturing operations.
About DKSH
For 160 years, DKSH has been delivering growth for companies in Asia and beyond across its Business Units Healthcare, Consumer Goods, Performance Materials, and Technology. As a leading Market Expansion Services provider, DKSH offers sourcing, market insights, marketing and sales, eCommerce, distribution and logistics as well as after-sales services, following its purpose of enriching people’s lives. DKSH is a participant of the United Nations Global Compact and adheres to its principles-based approach to responsible business. Listed on the SIX Swiss Exchange, DKSH operates in 36 markets with 28,060 specialists, generating net sales of CHF 11.1 billion in 2024. DKSH Business Unit Consumer Goods focuses on fast moving consumer goods, food services, luxury and lifestyle products as well as hair and skin cosmetics. With 14,250 specialists, the Business Uniat generated net sales of CHF 3.4 billion in 2024. www.dksh.com/cg