China: Qifeng Fruit greatly improves brand development

"This year, our new plantation site will start to produce as well. It will probably grow our total production volume to 25 million kg. Compared to last year, that is a rise of 8%. Our three different kiwifruit breeds are red, yellow and green kiwifruit. There are some differences between our end consumers in China and abroad, when it comes to choosing fruit. On the Chinese market, there are consumers for all these three breeds. The foreign consumers, however, have the biggest demand for the green variety. The yellow kiwifruit come second, and the red ones are the least popular. The majority of foreign consumers only know the Hayward kiwifruit, and have very little knowledge about other breeds. Qifeng Fruit is actively trying to promote these brands to increase the knowledge consumers have, so they will have more choices."

"Currently, 70% of our kiwifruit are sold in China by 18 of our Qifeng Fruit chain stores in middle and large cities in China, 12 large scale distributors in first and second tier cities, and e-commerce platforms. The other 30% is exported to countries in South-East Asia, the Middle East and Canada. Because of our improved Qifeng Fruit brand reputation and approval from abroad, our export volume will continue to grow in the future."

Guo Neng (Business Manager)