As consumer health awareness grows, pork consumption increasingly prioritizes quality and nutrition. In this context, flaxseed pork has become a popular choice for quality household consumption due to its clear product positioning and notable nutritional advantages. As the pioneer and standard-setter in flaxseed pork, COFCO JOYCOME leverages its full industrial chain capabilities and national patented technology to continuously enhance the nutritional quality of pork. With COFCO JOYCOME leading the effort to develop the industry standard for "w-3 Polyunsaturated Fatty Acid Fortified Pork," flaxseed pork is transitioning from corporate experimentation to industry-wide consensus.
On May 27, the release ceremony for the White Paper on China's Flaxseed Pork Consumption Trends was held in Beijing. Leaders and experts from sectors including animal husbandry, food nutrition, market regulation, and the meat industry gathered to discuss the industrial value and nutritional benefits of flaxseed pork, collectively supporting the enhancement of healthy meat consumption in China.
The White Paper on China's Flaxseed Pork Consumption Trends, jointly released by COFCO JOYCOME, the China Meat Association, and COFCO Nutrition and Health Research Institute, is the first to systematically demonstrate the scientific value and commercial viability of functional pork categories using a dual-index framework of "nutritional density + sensory experience." As the first industry white paper focusing on flaxseed pork consumption trends in China, it fills a gap in consumer awareness research for nutritionally fortified pork products. It details the complete evolution from group standards to industry standards, providing a quantifiable and replicable decision-making framework for the pork industry's shift from quantity-based to quality-based competition.
This initiative not only presents a new approach for companies like COFCO JOYCOME to upgrade nutritionally fortified pork but also aligns with the Healthy China development goals. It represents a significant practice in implementing ESG principles within the animal husbandry industry. This model promotes the meat industry's transition from ensuring food safety to popularizing nutritional health, offering replicable and scalable value to support healthier dietary choices for consumers.
As a co-publisher of the white paper, COFCO Nutrition and Health Research Institute provided comprehensive professional support, from nutritional science validation to market data integration. By cross-verifying nutritional testing data, sensory evaluation data, and consumer insights, the white paper becomes the industry's first trend research report to incorporate three dimensions: nutritional density, sensory experience, and market feasibility.
Chen Mengshan, Director of the National Food and Nutrition Advisory Committee and former Party Secretary of the Chinese Academy of Agricultural Sciences, noted that under the Healthy China strategy, China's food development is shifting from quantity assurance to nutrition and health. He emphasized that flaxseed pork, based on precise nutritional regulation technology, continuously addresses the national Omega-3 deficiency without altering dietary habits. This approach embodies the scientific concept of "food as nutrition, the dining table as intervention." The innovative model aligns with China's dietary context and holds promise as a benchmark for nutrition-oriented agricultural development.
Chen Yunhua, Deputy Director of the Development Research Center of the State Administration for Market Regulation, highlighted from the perspectives of industry norms and market development that COFCO JOYCOME, guided by standards, has taken the lead in the functional pork sector, setting an example for the industry. The released white paper bridges technological innovation, industrial practice, and market governance, supporting the industry's stable and long-term growth.
Sun Junmao, Director and Party Secretary of the Institute of Quality Standards and Testing Technology for Agro-products, Chinese Academy of Agricultural Sciences, explained that biofortification of agricultural products is a key direction for developing nutrition-oriented agriculture. The progression of flaxseed pork from group standards to industry standards reflects the ongoing development of nutritionally fortified pork, with COFCO JOYCOME establishing a reference benchmark for "healthy pork" in the industry.
As a major global producer and consumer of meat, China's meat industry ranks among the world's largest but urgently requires standardized and quality-driven upgrades. In this regard, Chen Wei, President of the China Meat Association and Vice President of the World Meat Organization, stated, "COFCO JOYCOME has taken the lead in establishing and strictly implementing standards for flaxseed pork and Omega-3 pork, achieving mutual benefits with industry partners."
As the pioneer and core promoter of standards for flaxseed pork, COFCO JOYCOME remains at the forefront of standardization. Leveraging its full industrial chain layout—from feed production and pig farming to slaughtering, processing, and retail sales—the company has established nearly 200 high-standard ecological breeding bases nationwide. It has achieved stable enrichment and full traceability of rich α-linolenic acid in flaxseed pork. From leading the development of the group standard for "Rich α-Linolenic Acid Pork Products - Flaxseed Pork Products" in 2020 to spearheading the implementation of the industry standard for "ω-3 Polyunsaturated Fatty Acid Fortified Pork" in 2026 as the primary corporate lead, six years of dedicated effort are supported by a comprehensive system of precise nutritional technology and commercialization capabilities. This is key to transforming "comparative advantages in the laboratory" into "healthy meat on the dining table."
Health is a top priority for Chinese consumers. Based on industry data insights into new trends in China's fast-moving consumer goods, Zhao Hui, General Manager of CTR Market Research's Northern China Region, pointed out in a live report that as a representative of nutritious pork, COFCO JOYCOME is the brand with the highest penetration rate in the flaxseed pork category, establishing a leading advantage.
Addressing public health concerns, Dou Pan, a council member of the Chinese Nutrition Society, noted that many consumers mistakenly avoid all fats. Fat is an essential macronutrient; what should be cautioned against is not fat itself but excessive intake of saturated and trans fatty acids, as well as a severe imbalance in the ratio of Omega-6 to Omega-3 fatty acids. α-linolenic acid is a core essential Omega-3 fatty acid that the human body cannot synthesize independently. Long-term deficiency increases the risk of chronic diseases such as cardiovascular diseases, metabolic syndrome, and neurocognitive decline. The dietary ratio of Omega-6 to Omega-3 for Chinese residents is as high as 15:1, far exceeding the WHO-recommended <6:1. This fatty acid imbalance is a significant contributor to the high incidence of chronic diseases. Especially for residents in inland areas, replacing regular pork with flaxseed pork in moderation can supplement α-linolenic acid and Omega-3 without changing meat-eating habits, while also providing high-quality protein, iron, zinc, and B vitamins, achieving a scientific upgrade in dietary nutrition.
The release of this white paper marks the standardization and quality enhancement of the flaxseed pork industry. From technological innovation and standard establishment to market implementation and public awareness, COFCO JOYCOME has consistently acted as a pioneer. With over a decade of deep engagement across the full industrial chain, the company has advanced flaxseed pork from corporate exploration to industry consensus. This practice is a proactive response to the "Healthy China" strategy. Moving forward, COFCO JOYCOME will continue to play a leading role, leveraging technological iteration and standardized norms to bring flaxseed pork to more households. Through healthy, high-quality meat, the company aims to contribute to the optimization of national dietary nutrition, supporting the high-quality development of China's meat industry and the construction of a "Healthy China."
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