Denmark’s pork exporter Danish Crown has signed a memorandum of understanding (MoU) to sell its meat products through Tmall, one of Alibaba Group’s business-to-consumer e-marketplaces in China.

According to the MoU, the meat of 1,001 pigs will be reserved by one of Danish Crown’s cooperative members on the island of Langeland for sale to Chinese consumers.

Danish Crown Group CEO Jais Valeur said: “Partnering with Tmall has enormous potential for Danish Crown. Chinese consumers are buying much more of their food online than anywher else in the world.

"We look forward to working closely with Danish Crown to enable the 466 million annual active consumers on our e-marketplaces to buy quality Danish meat products on Tmall Fresh to enjoy at home.”

“By selling our products through Alibaba’s e-marketplace, we get access to a vast sales platform and ensure that Danish Crown can become a pork provider of choice for the growing Chinese middle-class.”

The meat product range for Tmall will be supplied from Danish Crown’s facility in Ringsted, Denmark.

The manufacture of pork products will begin from its factory in Pinghu, located near Shanghai, China, from 2019.

Alibaba Group UK, Ireland and Nordics managing director David Lloyd said: “Chinese consumers increasingly want reassurance that the meat they consume is of outstanding quality and reared to high-standards, and we look forward to working closely with Danish Crown to enable the 466 million annual active consumers on our e-marketplaces to buy quality Danish meat products on Tmall Fresh to enjoy at home.”

More than 260,000t of pork was exported by Danish Crown to China last year, which represents a turnover of nearly €600m.