Xiuwen builds kiwi fruit public brand

A promotional conference for the 2022 agricultural product regional public brand of Guiyang and Guian in Southwest China's Guizhou province was held on May 17. Kiwi fruit grown in Xiuwen county in the city of Guiyang was promoted at the conference.

After more than 30 years of efforts, Xiuwen is now home to a 167,000-mu (11,133.33 hectares) kiwi plantation, ranking third in the country and first in Guizhou.

This year, Xiuwen is expected to produce 75,000 metric tons of kiwi fruit.

A box of Xiuwen kiwi fruit. [Photo/Guiyang news network]

Xiuwen kiwi fruit has won a variety of honors, being named a nationally famous new agricultural product, receiving a national geographical indication certification mark, and being named a national geographical indication protected product.

Seven well-known corporate brands such as 7 Bugou and Caishangguo have been cultivated on the basis of Xiuwen's public brand of kiwi fruit.

The brand value of Xiuwen kiwi fruit in 2021 was estimated at 2.34 billion yuan ($346.83 million), and it is among the top 10 regional public brands for agricultural products in Guizhou.

In recent years, Xiuwen has improved the standardized production and management of kiwi fruit and promoted green prevention and control technology for pests and diseases to ensure the quality of the fruit and form a strong branding strategy.

It has built a 200-mu kiwi fruit germplasm resource garden, providing a platform for the research, development and experimental demonstration of high-yield and high-efficiency technologies for kiwi fruit.

In order to develop a high-end green brand, more than 10,000 tons of new storage and fresh-storage warehouses have been built, and more than four deep-processing enterprises have been cultivated and upgraded.

Xiuwen will deepen cooperation with JD in terms of base construction, custom orchards, platform entry, and brand building to enhance the overall strength of the Xiuwen kiwi fruit brand and strive to surpass 10 billion yuan in brand value in 2025.