Struggling to fulfill orders leading up to Chinese New Year

About six months ago, an article was published about Sutherland, S.A. starting operations in China. In the meantime, the company has further expanded in China and changed its name to World Fresh Exports, Inc., representing their global presence. Early 2021, operations in China started with an office in Beijing, but more recently, QC offices were opened in the Yunnan as well as Guangxi regions. “The Yunnan office allows us to inspect farms and oversee packing quickly,” says Ricky Chong, CEO of World Fresh Exports. “The Guangxi office that was opened early December, is used for citrus inspections and serves as main packing facility.”

“Opening these offices has given us great credibility with growers and local governments. We are able to teach, train, and develop quality labels for Asian markets with our key people onsite,” Chong commented. In many areas of China, growers and packers are a decade behind current export standards. World Fresh Exports brings a wealth of experience and team members have worked in many countries around the world. “We’ve learned that quality, on-time deliveries, improved packaging standards, graphic design, retail-ready boxes, gift boxes, and consumer eye-appeal are key. Our products need to meet these criteria.” Only its second year operating in China, World Fresh Exports is already purchasing entire harvests and offering above average returns to growers.

Waxed navel oranges. 

Demand exceeds supplies
Chinese New Year will be celebrated Tuesday, February 1 and it has been a struggle to fulfill orders. Currently, demand for citrus and apples far exceeds the ability to meet the customer’s purchase orders. “Our people are getting very little sleep, working overtime to meet estimated arrival times. We’ve been forced to turn away any new business until after Chinese New Year and prioritize on our regular business,” said Chong. Fruit being shipped for Chinese New Year is mainly China grown. In addition, some Chilean and Tasmanian cherries as well as Canadian apples are being shipped to Asian markets.

Akesu apple variety.

Citrus and apples are the most popular items being shipped leading up to Chinese New Year. Right now, it is orange season and World Fresh Exports is packing several varieties of citrus, including murcotts, navels, mandarins, ponkan, and kumquat. Specialty apple varieties packed and shipped out of China are akesu, shijieyi, venus, yellow fuji, and black diamond. In addition, pomegranates, pears, Chinese dates, grapes, strawberries, melons, persimmons, lychee, longan, and cherries are part of the offering.

White strawberries.

The ongoing transportation issues caused by the COVID-19 pandemic were the reason World Fresh Exports expanded into mainland China in the first place. Port congestion, Covid-testing at destination ports, rising shipping costs, and vessel delays were a nightmare. Although logistics have been improving for the past few weeks, ocean and trucking rates are at all-time highs. The company is now able to truck shipments to local supermarkets and wholesale markets in China as well as to Vietnam, Thailand, and Cambodia within 10 – 48 hours. Average sailing times to Malaysia, Indonesia, the Philippines, and Singapore are eight to twelve days. “Thanks to our new operations, we are able to supply our Asia customers with high quality product in a timely manner.”

For more information:
Ricky Chong
World Fresh Exports, Inc.
Tel: +1 (403) 616-1977
rick@lapincherry.com
www.world-fresh.com


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