New Zealand King Salmon’s flagship consumer brand, Regal Marlborough King Salmon, recently held a strategic partnership signing ceremony and the launch of the “Regal Master Chef Campaign” at the Olé Supermarket in Shum Yip Upperhills, Shenzhen.
Representatives from New Zealand King Salmon, Olé Supermarket, Runkong Food, and Shum Yip Upperhills gathered to mark a major milestone in Regal’s expansion within China’s premium retail channel.
During the event, the three parties formally signed a strategic cooperation agreement. The partnership will deepen collaboration across brand promotion, premium retail channel development, consumer experience, and high-quality King Salmon consumption scenarios, collectively elevating the standard of premium salmon experiences in China.
Image – Regal Campaign Launch Ribbon-Cutting Ceremony (left to right): Carl Carrington, CEO of New Zealand King Salmon Co. Ltd.; Wu Jie, General Manager of Olé Supermarket; Michael Zhang, New Zealand Consul-General to Guangzhou; Dester Zheng, CEO of Runkong Food
This strategic alliance not only signifies New Zealand King Salmon’s continued commitment to the Chinese market but also reflects a growing trend of long-term, value-driven partnerships between world-class salmon brands like Regal and China’s premium retail ecosystem.
Originating from the Marlborough Sounds of New Zealand, Regal King Salmon is a unique variety cultivated for over 35 years, representing less than 1% of the world’s farmed salmon. Renowned for its silky-smooth texture, naturally sweet and clean finish, Regal has long been favoured by chefs and discerning diners worldwide. The newly launched “Regal Master Chef Campaign” aims to bridge the gap between premium ingredients and everyday home cooking.
Carl Carrington, CEO of New Zealand King Salmon Co. Ltd commented:
“Our partnership with Olé to launch the Regal Master Chef Series is more than offering high‑quality King Salmon products. Through the creativity and craftsmanship of our chefs, we want to provide a trustworthy choice for quality‑focused home cooks and reassurance to health‑conscious families, and build a flavour bridge from restaurant kitchens to Chinese family tables for all food lovers.”
The ceremony featured a three-way strategic signing and a ribbon cutting, symbolising a new chapter for Regal in China’s premium retail channel. Coinciding with the run-up to the Dragon Boat Festival, a timely traditional Chinese dance performance added to the festive atmosphere, expressing good fortune and a shared vision of mutual growth between Regal and Olé in the Chinese market.
As a key logistics partner, Runkong Food will leverage its strengths in the imported salmon supply chain to further drive the presence of Regal Marlborough King Salmon in China and the broader premium retail network.
Image – Regal Marlborough King Salmon on Display at Olé Supermarket
Dester Zheng, CEO of Runkong Food said:
“Runkong, as the exclusive distributor of Regal King Salmon in China and a long-term supplier to Olé, leverages its full-chain cold chain logistics to establish a direct channel from Marlborough, the place of origin, to supermarket shelves. We look forward to working with Regal and Olé to upgrade China’s premium seafood experience, allowing more consumers to discover the unique appeal of Regal Marlborough King Salmon in premium retail settings.”
Wang Yumin, Deputy Director of the Supply Chain Management Department at Olé Supermarket added:
“Olé is always dedicated to bringing globally renowned quality food and lifestyle brands to our customers. Regal Marlborough King Salmon aligns perfectly with Olé’s premium positioning in terms of quality, brand identity, and consumer experience. We are excited to offer our customers a richer, more refined seafood journey through this collaboration.”
Regal Chef Ambassador Live Fish Cutting Show & Culinary Workshop
To mark the launch, Regal Brand Ambassador Chef Caleb Carter – Executive Chef of the Black Pearl and Michelin-selected restaurant Emmelyn’s in Guangzhou – presented a live King Salmon cutting show and cooking demonstration.
Guests at the event witnessed the entire fish preparation process up close and, during a VIP member workshop, learned new ways to prepare Regal King Salmon at home – immersing themselves in the exceptional flavours of the Marlborough Sounds.
Image – Chef Caleb Carter (right) at Regal Marlborough King Salmon Fish Cutting Show
Looking ahead, Regal, Olé, and Runkong will continue to deepen their collaboration across three key areas:
- Product Excellence – Continuously refine Regal’s retail offerings by inviting renowned chefs to participate in product development, ensuring an ever improving experience for Chinese consumers.
- Supply Chain Integrity – Strengthen the safety and efficiency of the supply chain to ensure that Regal King Salmon reaches Chinese consumers in peak condition – fresh and at its very best.
- Consumer Engagement – Expand the range of experiential activities, including live fish‑cutting shows and member workshops, to deepen consumer understanding and bring the distinctive taste of Regal King Salmon from the Marlborough Sounds into more Chinese homes.
About Regal Marlborough King Salmon
Regal Marlborough King Salmon is the flagship consumer brand of The New Zealand King Salmon Co. (NZKS), the world’s largest producer of rare King Salmon. With over 35 years of breeding, processing, and brand management expertise, NZKS is committed to uncompromising quality and responsible aquaculture, holding BAP (Best Aquaculture Practices) certification and a “Best Choice” rating from the Monterey Bay Aquarium’s Seafood Watch program.
About Olé Supermarket
Olé Supermarket, a high-end brand under China Resources Vanguard, has grown rapidly since its founding in 2004 into one of China’s leading premium supermarket chains. With more than 110 stores across 39 core cities including Beijing, Shanghai, Guangzhou, Chongqing, Shenzhen, Chengdu, Qingdao, and Dalian, Olé serves over 20 million members. Leveraging China Resources Vanguard’s extensive experience in premium retail and a global sourcing network spanning more than 70 countries, Olé offers over 10,000 quality products, curating a joyful, trend driven shopping experience for discerning consumers.
About Runkong Food
Runkong Food Supply Chain (Guangdong) Co., Ltd., established on 28 December 2017, is a mixed ownership enterprise jointly founded by China Resources (Group) Co., Ltd. and Foshan Industrial & Trading Group. With a registered capital of RMB 100 million and annual revenue of approximately RMB 1 billion, the company is based in the Dinghao Cold Chain Logistics Park, Chancheng District, Foshan. It operates a modern ready-to-eat processing centre with an annual capacity of 2,800 tonnes and holds ISO22000, HACCP, ASC, MSC, and environmental management certifications, ensuring end-to-end food quality control. Runkong maintains stable partnerships with over 200 suppliers across more than 10 countries and is one of China’s leading primary importers of live and chilled seafood. Guided by the strategy of “good products, good supply chain, good channels”, Runkong aims to build China’s most influential import seafood procurement and distribution platform.