Big potential for domestic cranberry production

"Imports of US cranberries to China declined this year"

In China cranberries are not very well-known to the consumer. Though, this fruit fits the current consumer trend very well, as it is a very healthy fruit. In the last few years, China imported a lot of cranberries from the US, though with the new trade war, this volume has declined drastically. Though, China has its own production as well, in Fuyuan, Heilongjiang.

This year ivcsun worked together with the farmers and sold their first cranberries this year. Nina explained how the first sales went this year: “The harvest started in October and the output is quite good. This is the first year we started selling this fruit, but we see a lot of potential in it. For now, the sales are going a bit slow, but that is because most people are not very familiar with this fruit yet. Once we have promoted it more, it will get more attention.”

The cranberries are produced in the northern town of Fuyuan. According to Nina, there are not a lot of cranberry production areas in China, as it also requires special equipment and skills to harvest the fruit. “The cranberry plants are actually quite small. They do not grow taller than 10cm, so to  harvest the fruits is quite difficult, though not impossible. Using a big machine, we could easily harm the fruits. Therefore, in Fuyuan, they flood the field, because cranberries have a bit of air inside and are lighter than the water, so in the end they will float on the water. There is a special machine that will go around in the water, to detach the berries from the plants and let them come up in the water. In this way, the cranberries can be harvested without damaging the fruits or its quality.”

Ivcsun sells the cranberries in packages of 80 grams. “We have a special sauce for the cranberries. In China, most consumers like to eat sweet fruits and cranberries can be quite sour. In order to counter this  we added a sweet sauce of condensed milk from Nestle with every packaging. The consumer can put it on the berries, to make them a bit sweeter. We supply our cranberries to the online JingDong and to other supermarkets, such as Hema, Ole, Sam’s, 7Fresh and Green Super. In order to promote this fruit better, we had special promotional  opportunities to allow the consumers to taste the berries and become more familiar with them.”

“The price is quite stable now, we sell them to supermarkets in boxes of 12 packages. Our own selling price is around 17,3 yuan per 80 gram package, and the retailers sell it around 28-29 yuan per package.” Besides cranberries, ivcsun now also sells apples from Gansu and Xinjiang, cherries from Chile, melons, pear, oranges and raspberries. Besides selling online and to supermarkets, ivcsun also sells at wholesale markets throughout China.

For more information:
Shanghai Ivcsun Supply Chain Management Co.,Ltd.
+86 21 2428 7861      

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