Xiuwen kiwi fruit brand sets milestones, firms up regional image

Xiuwen county in Guiyang, capital of Southwest China's Guizhou province, has emerged as a frontrunner in the kiwi fruit industry over the past three decades.

With more than 167,000 mu (11,133 hectares) of kiwi fruit plantations – the largest in the province and the third-largest in the country – the county has amassed a series of accolades, including the "Geographical Indication Certification Trademark", "National Geographical Indication Protection Product", and "2017 National Outstanding New Agricultural Product".

Kiwi fruit flowers are in bloom at an orchard in Xiuwen county. [Photo/xiuwen.gov.cn]

The brand value of Xiuwen kiwi fruit is estimated at 2.34 billion yuan ($322,977.39), making it one of the top 10 regional public brands in Guizhou.

The county has sought to improve the advantages of its kiwi fruit products by establishing the Guizhou Center of China-New Zealand Belt and Road Kiwifruit Joint Laboratory to facilitate the introduction of advanced germplasm resources and practical technologies.

It has also established partnerships with influential brands such as JD and Yili, boosting the popularity and reputation of Xiuwen kiwi fruit.

The county emphasizes the efficient promotion of its brand by promoting itself on various media outlets.

As a result of these concerted efforts, the quality and appearance of Xiuwen kiwi fruit have significantly improved, the industry chain has extended, and sales channels have expanded.

Looking forward, Xiuwen will continue to focus on all-round efforts in quality control, cultivation management, supervision, and experimental demonstrations, in order to further solidify the foundation of the industry.

Kiwi fruit trees bear fruit at an orchard in Xiuwen county. [Photo/xiuwen.gov.cn]