Exclusive: HF Foods Launches E-Commerce Platform For Restaurant Staff Nationwide

HF Foods Group Inc. HFFG, a distributor in the Asian specialty food sector, announced Tuesday that it is broadening its digital presence through the launch of a new online ordering platform tailored for restaurant staff.

Over the next few months, HF Foods plans to introduce its new digital platform to a targeted group of customers.

The system will allow restaurant staff and proprietors to buy the company's premium, authentic specialty products directly, utilizing the same delivery network currently in place for restaurant orders.

"We're expanding our service model in a way that drives growth, strengthens customer loyalty and operates with virtually no incremental delivery cost. This platform launch is a key part of our transformation plan and a meaningful catalyst for our continued operational excellence," said President and CEO Felix Lin.

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HF Foods' newest offering gives both restaurant owners and their staff the ability to browse and order from the company's wide range of specialty food items through a simplified online platform.

This setup uses the existing delivery network used for Asian restaurants nationwide, allowing the company to grow its reach without requiring additional spending on logistics infrastructure.

By extending its offerings directly to people working in the restaurant sector, HF Foods seeks to strengthen customer connections and build long-term brand trust.

"We believe major industry players have historically underserved the specialty and international foodservice market," added Lin.

"As a result, people may have difficulty accessing the specialty products that they want due to proverbial ‘food deserts' throughout the country. Our e-commerce platform is another way that HF Foods solves this need and continues to be an all-in-one source for quick, easy and economical ordering of specialty and international foods in the United States.

HF Foods is introducing the platform gradually across selected U.S. regions, beginning with its hubs in North Carolina, Florida, and Utah.

Coinciding with the e-commerce rollout, HF Foods unveiled a redesigned logo featuring a green-and-gold color palette and incorporating an infinity symbol, signifying a commitment to innovation and efficient logistics.

The company's new slogan: "Specialty Food is Our Specialty," reflects the company's intention to grow into new segments of the international restaurant market.

Price Action: HFFG shares traded higher by 1.60% at $3.80 in premarket at last check Tuesday.

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