"China: "Chicory sales notably increased in 2017"

"In recent years, the living standards in China have increased, as have income levels. As a result, consumption patterns are changing and people are starting to pay more attention to foods and drinks that are beneficial to their health. In 2014, after we thoroughly familiarized ourselves with the strong consumer demand for high-end products, our company imported root chicory products from The Netherlands and introduced them into China. Then we started to plant root chicory at a larger scale in a closed, controlled environment without the use of chemical fertilizers or application of agricultural pesticides. We cultivate the plants with a soft hand." This is according to Mr. Liu Xiujun, Chairman of the Board of Hebei Lianxing Jiayao Agricultural Technology.

"Chinese consumers have slowly deepened their understanding of this vegetable in the last three years. The development of our sales volume has shown a steady increase. This is particularly true for 2017. Our root chicory averaged a monthly sales volume of more than 10,000 kg. In comparison with the average sales of 2016, this is a significant increase of sales volume. In the second half of 2017 we entered a situation where demand clearly exceeded supply. At the same time, the market selling price steadily goes up."

There are three main reasons for the increased sales volume of our root chicory: first, there is a limit to the current surface area utilized for root chicory plantation. We are the only enterprise able to grow root chicory year-round, and provide the market with root chicory in all four seasons. The other enterprises are predominantly small-scale growers. Second, as the market evolves and expands, consumers gain a greater understanding of this vegetable that tastes a little bitter and a little sweet. They also gain a greater understanding of the nutritional and medicinal value of root chicory. Third, we introduced chicory root tea in 2017, and it received a warm welcome in the market. We have effectively expanded the industry and accelerated the sales of root chicory."

"At this stage, our company primarily sells root chicory through wholesale markets. The root chicory and related products mostly end up in the high-end supermarkets and gift shops of Beijing, Shandong, Hebei, and Chengdu. The consumption style of root chicory in China is not the same as in Western countries where root chicory is mainly used in salads. In the north of China, by contrast, root chicory is mainly eaten dipped in sauce. In the period leading up to the traditional Chinese Spring Festival, we experience a high point in the sales volume of root chicory gift sets that are well-suited for this festive occasion when people buy gifts for their friends and family. Up to now, we have more than 2,000 pre-ordered gift sets."