China's largest online direct sales company JD.com (NASDAQ: JD) has launched a major initiative to bring imported food to its tens of millions of Chinese customers.

In a release, the company said embassies from the U.S., Canada, Chile, Australia, New Zealand and France were holding events to promote imported foods from their countries through the platform.

"JD.com customers have a tremendous appetite for imported foods, and we are delighted to bring even more of the best international brands to China," said JD Mall CEO Haoyu Shen.

"This push to expand our sales of imported food products is resonating with our customers because they know that the JD.com brand means authentic and safe products.

"This initiative is a major step forward in JD.com's strategic efforts to dominate the verticals most important to our customers, from travel and cars, to imported foods."

The company highlighted that last year it partnered with the Australian Department of Agriculture (DAFF) to promote sales of Australian food products, and had recently started working with Chilean fruit producers to sell fresh fruits such as cherries and blueberries.

In terms of U.S. supply, JD mentioned it would be promoting U.S.-grown fruit, California wines and Boston lobsters, as well as products from such brands as Ocean Spray, Ghirardelli, Silk, Starbucks, Organic Valley, Mars, Quaker, Dead Guy Ale, Sun-Maid and Pringles.

Wine companies participating in the promotions include: Smith-Anderson, Henkell, Joseph Cattin, Pichon Selection, Fattoria Vignavecchia, Marenco, Rocche Costamagna, Gruppo Italiano Vini, Coopers Creek, Babich, Weingut Max Ferd. Richter, Domaine Asmara, Vina Concha y Tora, Sena, Evo, Soumah, Pfeiffer, Dog Ridge, McLaren Vale and Perez Cruz.

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