Fengxiang

Fengxiang, formally Shandong Fengxiang Co., Ltd. (山东凤祥股份有限公司), is a Chinese poultry producer and food company. Its food business dates to 1991, while the corporate history page records the establishment of Shandong Fengxiang Co., Ltd. in 2010. The group mainly uses white-feather chickens to produce chicken products and also develops and promotes processed chicken foods. Its range includes chicken meat products, ready-to-eat chicken breast, chicken snacks, protein bars and convenient meal products. The company’s portfolio includes the Fengxiang, Wugenglu (五更炉) and iShape (优形) brands. The company serves China and has an export business supplying chicken products to customers in Japan, the European Union, Malaysia, South Korea, Mongolia and Singapore. It describes its customer base as including food processors and traders, fast-food chain operators, their poultry suppliers and procurement agents. Its white-feather chicken products are certified halal using Islamic slaughter practices, according to the company. Fengxiang describes quality and food-safety management as covering breeding stock, feed, farming, disease prevention, inspection and logistics, and reports certification under BRC, HACCP and ISO 9001 management systems. Fengxiang’s consumer-facing iShape brand focuses on convenient, high-protein, lower-fat chicken foods, including ready-to-eat chicken breast, protein bars and prepared meals. The company says its chicken products were selected by the General Administration of Sport of China Training Bureau as products to support national-team athletes’ preparation. The parent-company site also describes a remote data platform that monitors conditions and operational indicators at chicken farms. Shandong Fengxiang Co., Ltd. was listed on the Hong Kong Stock Exchange on 16 July 2020 under stock code 9977.HK. The official history page identifies New Hope Xiang Group as the company’s mother company in its account of the group’s 2020 support for Hubei. The company remains active and presents itself as combining domestic sales, consumer food brands and an established export business.

Fengxiang’s official company profile says its food business was established in 1991. The company history records an early step in international trade on 12 February 1996, when China’s Ministry of Foreign Trade and Economic Cooperation granted Fengxiang independent import and export rights; the history page also says the business had expanded into overseas markets by that date. Fengxiang Food Development was established in 1997. In 2006, the company was selected by China’s quality inspection authority as one of 17 export food and agricultural product enterprises recognized for epidemic-prevention standards. Shandong Fengxiang Co., Ltd. was established on 17 December 2010. The company’s later development combined poultry production, export activity and more processed products. The history page records the launch of the iShape brand in January 2016 to sell and market ready-to-eat chicken products. That year the company was also recognized as a high-tech enterprise. In 2017 it established a second processing plant, opened an online flagship-store trial, and began brand-focused online retail activities. The company’s history records recognition from Cobb-Vantress for breeding performance and an industry ranking for Fengxiang Food among Asian poultry producers. In 2018, the General Administration of Sport of China Training Bureau selected Fengxiang chicken products as products supporting national-team athletes’ preparation. The company also upgraded its Tokyo research center to an Asia research center and later upgraded its Shanghai research center. In 2019, Fengxiang reported another breeding-performance record and received official recognition relating to disease-free production zones. Its consumer brand iShape expanded its public profile through brand partnerships and celebrity endorsements recorded on the company history page. The company’s 2020 milestones included a strategic cooperation agreement with online fresh-food retailer MissFresh, further promotion of iShape, and Fengxiang’s listing on the Hong Kong Stock Exchange on 16 July under code 9977.HK. The history page identifies New Hope Xiang Group as Fengxiang’s mother company in describing the group’s support for Hubei during the COVID-19 outbreak. In 2021, Fengxiang reported that iShape had cumulatively sold 100 million packs, and that Fengxiang had entered Europe’s high-end catering market and secured an initial chicken export order for the Middle East. The official company profile describes its current business as producing white-feather chicken and processed chicken products, serving China and exporting to several overseas markets.

• Fengxiang food business begins

• Granted independent import and export rights

• Fengxiang Food Development established

• Recognized among export food and agricultural product enterprises meeting epidemic-prevention standards

• Shandong Fengxiang Co., Ltd. established

• iShape launched for ready-to-eat chicken products

• Recognized as a high-tech enterprise

• Second processing plant established

• Fengxiang Food Tmall flagship store began trial operation

• Chicken products selected to support national-team athletes’ preparation

• Tokyo research center upgraded to an Asia research center

• Reported a world record in breeding-stock performance

• Strategic cooperation agreement signed with MissFresh

• Listed on the Hong Kong Stock Exchange as 9977.HK

• iShape reported cumulative sales of 100 million packs

• Entered Europe’s high-end catering market and secured an initial Middle East chicken export order

A poultry and processed-food producer combining an export-oriented chicken supply business with consumer-facing brands. Its iShape range emphasizes convenient, high-protein and lower-fat chicken foods.

• White-feather chicken products

  The company’s core poultry products, made primarily from white-feather chickens.

• iShape ready-to-eat chicken breast

  Convenient chicken breast products offered in multiple flavors and formats.

• iShape protein bars and prepared meals

  Chicken-based snack and meal products, including protein bars and chicken-breast protein fried rice.

• Listed on the Hong Kong Stock ExchangeOther

• Launched the iShape consumer brandOther

1. 1Shandong Fengxiang Co., Ltd. official homepagefengxiang.com
2. 2History — Shandong Fengxiang Co., Ltd.fengxiang.com
3. 3About Fengxiang — Shandong Fengxiang Co., Ltd.fengxiang.com
4. 4Recognition and honors — Shandong Fengxiang Co., Ltd.fengxiang.com