COFCO Fortune Holdings Limited, a wholly owned subsidiary of China's largest food producer, manufacturer and trader COFCO Group, announced wide-ranging cooperation with the most popular food documentary A Bite of China in Beijing on Friday.

A Bite of China III, the third season of the food documentary series produced by China Central Television (CCTV), aired in February, depicting Chinese culture via food and exploring the relationship between people and food.

Two chefs, Wang Zhiqiang and Du Xifeng, who appeared in the episode of kitchenware and desserts, respectively, shared their love of COFCO Fortune rice and flour products.

"Only good ingredients can create good tastes," said Wang, who is famous of cooking mianguoer, a kind of fruit-shaped desserts made by flour. "Cooking mianguoer particularly requires high-quality flour, or it will destroy the shape and taste. That's why we use COFCO Fortune flour products," Wang added.

In recent months, COFCO Fortune launched a free tasting campaign in over 500 supermarkets nationwide, attracting hundreds of thousands of people.

During the mid-year shopping festival, COFCO Fortune witnessed hot sales of rice and flour products via JD.com, China's second-largest ecommerce company and COFCO Fortune's strategic partner.