Profile


  Shandong Baby-Joy Co., Ltd. is evolved and developed from the former Yantai Food Factory established in 1949 which made a significant contribution in the 1950s to ensuring supply security, stabilizing prices and improving people’s lives; the factory was among the first to manufacture infants and children biscuits; in 1980s, “Baby-Joy” series biscuits were put on the national market and known nationwide; in 1980s, the factory merged eight enterprises and developed into a group company and was restructured as a private company in 2000.


  In 2013, Shandong Baby-Joy Co., Ltd. was established with shareholders with a registered capital of 16.5 million yuan and two industrial parks covering 90 mu and as well as a storage of 50,000 square meters. The company is mainly engaged in independent R&D, professional manufacturing and channel marketing of infants and children food and supplies. The company has also founded two subsidiaries- Shandong Baby-Joy Huada Food Industry Co., Ltd. and Yantai Mairui Pet Food Co., Ltd.. The former was established in 2002 in Qingyun Industrial Area of Dezhou with a registered capital of 10.5 million yuan. In 2007, the company founded a joint venture with Malaysia Huada Industry Co, Ltd.. Baby-Joy Huada is equipped with the most advanced 620 gas and 1000 biscuit production line and automated packaging and ancillary equipment, and is Baby-Joy’s production base for North China, Northeast China and Northeast Shandong Markets. Shandong Mairui Pet Food Co., Ltd. was established in 2011 with a registered capital of 5 million yuan. Located in Laishan Industrial Park of Baby-Joy and having a factory area of 5,500 square meters, it has the country’s most advanced pet biscuit production line, testing equipment, and detection, automated packaging, coating and sandwiching supporting equipment and secondary drying, cold storage and other facilities. The company also exports certificated, professional pasta pet food and related extension products. In the previous ten years, Baby-Joy has manufactured pet food and pet snacks for many famed China pet biscuits producers and exported to United States, Europe, Australia, Japan, South Korea and other countries and regions


  Shandong Baby-Joy Co., Ltd. has the country’s most advanced infants and children biscuits and pasta production lines and automated packaging equipment, strict implements "ISO9001 Quality Management System Certification" and "ISO22000 Food Safety management system certification" , forming an integrated management model of quality control. Currently, the “Baby-Joy” biscuit products has more than 500 dealers in 24 provinces, cities and autonomous regions, including Carrefour, Wal-Mart, Ginza, RT-Mart, Tesco, Lotte Mart, Jusco, Zhenhua Supermarket, Jiajiayue, Liqun, Lotus, Lianhua, Hualian, and etc.


  Baby-Joy brand and products have over the years been awarded Chinese Institute of Food Science and Technology nationwide recommended products, Shandong famous brand, Shandong famed trademark and other more than 30 national and ministerial honors. It was awarded China Food Industry Outstanding Enterprise in the 30 Years of Reform and Opening Up in 2009 and won 3rd China Brand Contribution Award in 2012 as well as Leading Enterprise in China Food Industry in 2013.


  The company never forgets social responsibility, to give back to society, the company regularly organizes various social welfare activities, funds senior citizens living alone, elderly welfare centers, Project Hope primary schools, S0S villages, and shows love to vulnerable groups. Whenever the country suffered major natural disasters, the company will make every effort to provide funds and products. The company has donated products worth 400 thousands yuan in flood and earthquake relief. The company also advocates early childhood education, and co-founds with Yantai TV the 30-minute "Baby-Joy Sunshine Park" program which has been watched for more than ten consecutive years. It also advocates good social practices, and the “New Lei Feng Diaries” program con-sponsored with Jiaodong Online has launched three consecutive events, which earned the company Yantai’s Most Caring Charitable Donation Unit" and "Yantai’s Most Reputable Unit" and other honors. Baby-Joy Huada has continuously donated since 2002 for 11 years to purchase school supplies for student from needy families and fund students in need, making it "Most Caring Donation Enterprise of Dezhou".


  The company "will always be committed to independent R&D, brand operation, alliance and cooperation undertakings of infants and young children's food, supplies products in the field of independent research and development and safeguarding the happy and healthy growth of China’s infants and young children”. We will always adhered to the great mission of “creating enjoyable lives for employees, fully embodying social responsibilities, and becoming professional experts of China’s infants and young children food and supplies”; relying the company’s core competitiveness of “market-oriented continuous innovation and organization execution power to create unique values for customers”, we will stick to the strategy direction of one body with two wings, strengthen the core business areas of infants and young children food, and improve our professional E-business platform of infants and young children's food and supplies, refine our capital operation, and design a good strategic combination of Baby-Joy brand and sub-brand to achieve leaping business growth.