ClemenGold and Fruitday cooperate in the exploration of brand-making opportunities

New harvest of South African ClemenGold officially entered the Chinese market

China is a large consumer of oranges and tangerines. The ClemenGold from South Africa perfectly complements the Chinese market during a slow period in the summer months. The new season of

ClemenGold has officially begun
On the 15th of July, Fruitday and ClemenGold jointly hosted a news conference to inspect the South African ClemenGold and celebrate their arrival on the Chinese market. Mr. Abraham van Rooyen, founder of ClemenGold, shared an online video in which he wished all the best for this cooperation. Ms. Huang Jing, spokesperson for Fruitday and City Supermarket Fruit Supply Chain, and various honored guests were on-site to witness the official opening of the 2021 ClemenGold season together.

ClemenGold founder Mr. Abraham van Rooyen shared his best wishes in an online video

The ClemenGold enjoys abundant sunshine in South Africa and meets all the expectations consumers have of this tangerine. Growers of ClemenGold specifically selected 60 farms in South Africa with a total surface area of more than 4,000 hectares where more than 1,400 employees work hard to guarantee four months of steady supply every year.

The 2021 ClemenGold season has officially begun

The ClemenGold is a high-end fruit product and is therefore subject to a strict selection process. Only about 15%-20% of the mature fruit is selected and then packaged as ClemenGold. All of the mandarins are naturally ripened, their color is uniform, and the sweetness is very high (around 12% and higher). Furthermore, sweet and sour flavors are perfectly balanced in this thick-skinned mandarin variety.

Brand formation can swiftly open the Chinese market for ClemenGold

ANB Investments, a South African company, initiated a unique brand formation strategy to speed up the development of ClemenGold in the Chinese market and satisfy the growing demand of Chinese consumers for high-quality, soft citrus fruits. ANB Investments established a series of 'Gold' brands for their citrus products, including ClemenGold for their mandarins. They invested excellent brand management, cultivated a brand reputation, and established a brand ecosystem, of which ClemenGold is a well-known example.

In the 16 years since the establishment of the Gold brand, ClemenGold has become a highlight on the shelves of supermarkets in more than 30 countries around the globe. The ClemenGold is one of the most popular mandarin brands in the world. And in China too their sales volume grows every year. ClemenGold first entered the Chinese market in 2013 with an export volume of 8 shipping containers. This year more than 1,000 shipping containers of ClemenGold arrived in China. The swiftness of this expansion is astonishing. Chinese consumers have a strong demand for high-quality citrus fruit, which offered ClemenGold excellent development opportunities. The production volume of ClemenGold is estimated at 45,000 tons this year, and around 20,000 tons are destined for the Chinese market. That is nearly half the ClemenGold production volume.

Cooperation with Fruitday for brand formation
Mr. Abraham van Rooyen, founder of ClemenGold, had the following to say about the new ClemenGold season in China: "We continuously innovate and invest in the development of new product varieties, retail management, and brand formation, to make sure that ClemenGold mandarins reach the highest quality standards. In the last few years we have quickly expanded in the Chinese market. China is already the most important export market for ClemenGold mandarins. In Fruitday we have found a strategic partner with strong brand capacity and specialized import and marketing expertise. We hope to work together with Fruitday for a long time to come and together introduce even more new products to the Chinese market."

ClemenGold mandarins are on display on the online and offline shelves of Fruitday

The rise in consumer power in the last few years went hand in hand with changing consumption patterns. Brand formation has become one of the most efficient ways forward. Fruitday has developed several popular high-end brands, such as 'Aksu Bingtang Apples' and 'Mr. Orange'.

"China is a large consumer of citrus fruit, and we are looking across the globe for high-end citrus fruit brands that can satisfy the consumer demand in China. ClemenGold is a well-known global brand that stands for product quality, stability, and sufficient supply volume. We began a long-term cooperation with ClemenGold exporter Core Fruit in 2019. Together we promote that brand in the Chinese market, and we hope to explore even more opportunities for brand formation in the coming years."

This year's ClemenGold mandarins are already available in the online and offline stores of Fruitday and City Supermarket.


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