Chongqing Agricultural Specialty

In mid-May, 150 tons of Fengjie navel oranges from Chongqing were displayed on supermarket shelves in Dubai, marking a significant expansion of their international market. At the same time, in early May, Tongnan lemons and their processed products were successfully exported to nearly ten countries and regions, including Russia, Indonesia, and Singapore.

While Fengjie navel oranges and Tongnan lemons were busy making their way overseas, many other Chongqing agricultural products gained popularity across China. Fuling zhacai (Fuling pickles), known for its crunchy, snack-friendly varieties, has won more younger consumers. Wushan crisp plums, famous for their melt-in-the-mouth texture, are sold in major cities, and Wuxi laoying tea (Wuxi Eagle tea) has capitalized on its ancient tree culture to expand its market.

All these popular domestic and international products share a common name: Bawei Yuzhen (Chongqing agricultural specialty).

Chongqing’s diverse topography and rich natural resources yield a wide variety of high-quality agricultural products. The city has recently focused on developing its advantageous industries, including citrus fruits, pickled vegetables, tea, and seasonings. However, these excellent products lacked strong branding for a long time and often struggled in the market individually.

In 2018, the city integrated numerous small, scattered, and diverse agricultural brands to enhance the brand influence of Chongqing's agricultural products and create the first provincial and municipal-level, all-category regional public brand in China.

Leveraging the influence and market competitiveness of the Bawei Yuzhen brand, products like Wushan crisp plums, Fengjie navel oranges, Fuling zhacai, Rongchang pork, Jiangjin peppers, Tongnan lemons, and Qianjiang morel mushrooms have rapidly gained national recognition. This not only increased their brand awareness but also expanded their market value.

Bawei Yuzhen has integrated 2,893 enterprises and 13,206 products, with 292 authorized entities and 727 authorized products, driving annual agricultural product sales revenue exceeding 5 billion yuan. Under the Bawei Yuzhen brand system, ten major brand series have been established, covering fruits, tea, vegetables, rice, poultry, eggs, snacks, seasonings, Chinese medicinal materials, aquatic products, and meat. This initiative has effectively empowered agricultural products, enhancing their quality and efficiency.

Bawei Yuzhen represents the pinnacle of Chongqing’s agricultural excellence, fostering a new era of brand-driven growth for local specialties and setting a precedent for the future of Chinese agriculture.