eCargo supports Ella’s Kitchen to scale organic infant food offering

Lawrence Lun, Chief Executive Officer at eCargo Holdings

eCargo Holdings Limited (eCargo) provides an update on its distribution partnership with UK-based organic baby and toddler food company Ella’s Kitchen (Brands) Limited (Ella’s Kitchen).

Ella’s Kitchen, a United Kingdom-based B Corp certified company with a mission to improve children’s lives through developing healthy relationships with food, signed an exclusive distribution partnership with eCargo in September 2021. The partnership involves eCargo handling both offline and online sales and distribution within China, Vietnam and Cambodia.

What has the partnership done for Ella’s Kitchen?

The partnership has been successful at scaling Ella’s Kitchen’s sales in China, with their organic baby food selling via over 25 points of distribution online like; T-Mall, T-Mall Global, Taobao, VIP, Pinduoduo, and Jingdong and across 20 provinces and over 3000 offline sites.

eCargo also relaunched flagship stores on Jingdong Worldwide and Jingdong China, with a renovated look and feel to align with Ella’s Kitchen’s new marketing positioning in China. eCargo also coordinated successful in-channel marketing campaigns including livestreaming with celebrities and influencers, and offline tasting events for customer acquisition.

What are the executives’ thoughts on the partnership?

The deal has allowed both companies to take advantage of the growth of China’s premium infant food market, a key category of growth potential in 2022 for eCargo, as Ella’s Kitchen successfully grows in the market. Kim Gelling, Global Commercial Director at Ella’s Kitchen, said of the partnership, “We are delighted that our deal with eCargo in China is helping to fulfil our mission to improve children’s’ lives through developing healthy relationships with food.”

“eCargo has showed that they are the perfect partner for our brand’s Asian expansion, with their capabilities allowing us to significantly scale up our sales and reach across China.”

“Since partnering with eCargo our brand recognition has substantially increased, allowing us to support more families by bringing joy to mealtimes and making eating fun for little ones. We look forward to continuing to leverage eCargo’s comprehensive services to make our healthy organic products available to even more families across key Asian markets.”

eCargo Holdings’ CEO Lawrence Lun said, “We are thrilled that our deal with Ella’s Kitchen is delivering outstanding results for their brand and rapidly increasing sales. We identified ‘mum and baby’ as a key growth vertical and the success we are having with Ella’s Kitchen provides a great case study to showcase our capabilities, as we help brands sell more in Asia.”

“We are also providing them with supply chain services like warehousing, logistics, and ecommerce marketing, to help them navigate complexities of bringing products into Asia.”