Freshcut products, have been criticized in China for the lack of standardization. To this end, food-delivery giant Ele.me announced the launch of the “Sunshine Fresh-cut Fruit” project, working with well-known fruit chain brands such as Pagoda, XFFruit, and Qieguo Now, as well as independent small and medium-sized fruit merchants to offer products that follow specific standards for specifications, prices, varieties, and origins. This move will effectively fill the gap in the industry standard in China. So far, nearly 10,000 fruit shops across the country have joined the project.
It is reported that fresh-cut is one of the categories that are fetching high sales in the fruit industry. However, due to the long-term absence of standardization, consumers are concerned about potential issues such as ununified processing procedures, unfresh ingredients, inconsistent packaging specifications, and a lack of information of the origin, which has impacted consumers’ willingness to purchase.
This project that rolled out by Ele.me puts forward specific requirements on the product name, variety, origin, price, and processing flow. It also developed a menu to offer 18 fresh-cut fruit items based on the season. Merchants taking part of this initiative can choose the category suitable for the store according to their own supply situation. It is reported that these products are processed with seasonal fruits sourced from high-quality origins. For example, the fresh-cut mangoes currently available are mainly processed with the Keitt variety grown in Sichuan, and the watermelon products are mainly processed with the Kylin variety from Hainan. In addition, Ele.me will also help partner merchants to improve their after-sales service quality and user experience.
It is reported that Qiego NOW is one of the first merchants to join the project. Brand founder Geng Bin said that the high standards and requirements of the project for product quality are fully in line with the vision of the company to create high-quality fresh-cut fruit and is of great significance to the development of the market. The 341 stores of Qieguo NOW across China have begun to offer “Sunshine fresh-cut fruit” products through Ele.me.