Bob’s Red Mill Generates a Healthy Business in China

Bob’s Red Mill, based in Milwaukie, Oregon, is taking off among Alibaba’s health-conscious consumers. Now selling on Alibaba’s B2C marketplaces, Tmall and Tmall Global, Bob’s Red Mill is cornering the health food market, and the brand’s whole wheat flour and steel-cut oats are top sellers.

With Alibaba, Bob’s Red Mill has access to more than a billion Chinese consumers. “The Chinese market is the most advanced ecommerce market in the world, so it’s natural for Bob’s Red Mill to have most of our sales in China be on the Tmall and Alibaba platforms,” says Steven White, the company’s Export Division Manager.

“The Alibaba Tmall platform has really allowed us to build our brand,” says Jan Chernus, Senior Vice President of Sales for Bob’s Red Mill. “Creating jobs globally and generating new excitement around healthy, hearty foods stays true to Bob’s original vision, and Alibaba is the right partner to help expand that dream to new markets.”

We chose Alibaba because they have the biggest reach.

—Bob Moore, Founder & President, Bob’s Red Mill