Winter jujubes produced in Dali, Shaanxi, China, have started appearing in the market in small quantities since late May. The taste and quality remain stable, and the initial prices are high. As of the week before the Dragon Boat Festival, the purchase price was about ￥140/kg, which is more than 50% higher than the same period in previous years.
"Due to the low temperatures in Shaanxi this spring, the season was delayed by about 10 days. The Dragon Boat Festival was earlier this year, and the production before the festival couldn't fully meet the demand for holiday gifts, leading to higher prices. After the festival, as demand decreased and supply increased, prices fell rapidly. Additionally, with the Mid-Autumn Festival occurring earlier this year, we expect similar sales pressures post-festival," explained Mr. Lin Zhaoming, head of Guangdong Houzhu Agricultural Development Co., Ltd., which specializes in high-quality Dali winter jujubes.
"Dali winter jujubes are primarily grown in four different greenhouse structures, leading to four successive market batches. This year, due to the early-stage low temperatures, the flowering period of the first batch was delayed, causing an overlap with the second batch. When these fruits hit the market in July, it is likely to lower the overall market price and cause price fluctuations."
"Looking at the production season overall, we estimate better market performance in June and July. The Brix level of winter jujubes is high early in the season, making them more popular, while medium-sized fruits are relatively scarce. In August, the market will also see a large production of Xinjiang plums, which is expected to impact winter jujube sales."
Houzhu Agriculture's main brand, "Mars Winter Jujube," focuses on the high-end market. Regarding market trends, Mr. Lin noted, "Since last year, the fruit market has shown a clear polarization, with high-price high-quality and low-price high-volume fruits being the best sellers. Fruits in between these categories are difficult to sell. In response, we plan to launch a higher-tier brand this year called 'Extraordinary Mars,' featuring two new varieties: 'Second Generation Short Branch' and 'Xinjiang Winter Jujube.'"
According to Mr. Lin, late-season winter jujubes have a lower Brix, affecting their taste and market attention. Sometimes they are used to attract customer flow in fruit stores, which is not beneficial for winter jujube development. To improve quality, the company collaborates with Just Agrotech, which specializes in fruit nutrition solutions, aiming to make winter jujubes healthier and more nutritious.
Houzhu Agriculture's main product is "Mars Winter Jujube," and it operates its own processing plant. The company collaborates with production areas and agency brands, and it also markets seasonal domestic fruits including apples, winter jujubes, strawberries, and kumquats.
Lin Zhaoming