A farmer packages crisp plums at a plantation in Wenfeng Village of Wushan County, southwest China's Chongqing, June 29, 2023. (Photo/Xinhua)

Chongqing - Wushan crispy plums, a specialty fruit from Wushan County in Chongqing, are expanding their market reach through a diversified industry chain.

Starting next year, over 10 percent of these plums will be processed into derivative products, such as crisp plum wine, beverages, jams, and face masks, rather than going directly to the market. This expansion is reported by Chongqing Daily.

Wushan County boasts 300,000 mu (20,000 hectares) of crispy plum plantations, with nearly half in production, yielding 140,000 tons of fresh fruit annually. However, the fresh fruit is available for only a brief 50-day period from late June to mid-August. Despite cold chain storage, the plums can be preserved for only up to 5 days, presenting challenges for both consumers and sellers.

According to Liu Renpeng, director of the Fruit Industry Development Center in Wushan County, to enhance the promotion and sales of crispy plums, Wushan has extended its industry chain by developing a variety of related products.

"Each year, nearly 20 percent of the plums are end-of-season or inferior fruit," Liu told Chongqing Daily. "By focusing on these plums, we have created a range of derivative products through processing. This not only helps manage the surplus fruit and extends the sales period of crispy plums but also increases their economic value through the extended industry chain."

A Commission of Agriculture and Rural Affairs representative in Wushan County noted, "Wushan crispy plums are not only delicious but also excellent for brewing, offering a rich taste and numerous nutritional benefits."

In response, the county collaborated with the Yantai Institute of China Agricultural University to establish a research team for brewing fruit wine in Wushan. This partnership led to significant advancements in Wushan fruit wine technology, producing products like crispy plum brandy and liqueur. Additionally, Wushan has developed beverages, foods, and personal care products based on these innovations.

"Before establishing our factory last year, we sent crispy plums to a processing plant in Yantai to make wine, selling 30,000 liters of crispy plum wine. Each 500ml bottle was priced around 400 yuan ($56.25), achieving substantial economic benefits," Xu Jinhui, production director of Chongqing Liyu Wine Co Ltd, told Chongqing Daily.

This year, the company set up its factory in the crispy plum industry park and procured over 2,800 tons of inferior plums for the trial production of crispy plum wine. Xu added that the factory is anticipated to produce about 15,000 liters of 53-degree crispy plum wine.

Starting next year, the company will focus on two series—distilled and fruit wines—using three modern production lines, ultimately offering 13 products, including regular, custom, and jarred wines.

In addition to attracting enterprises to extend the product processing chain, innovative approaches are revitalizing inferior Wushan crispy plums. 

"With the Mid-Autumn Festival approaching, we plan to produce crispy plum mooncakes for our guests,” Chen Sihong, owner of a restaurant in Wushan County, told Chongqing Daily. The production of crispy plum mooncakes is an established tradition for her.

Since 2021, efforts to develop derivative products from Wushan crispy plums have yielded a diverse product matrix centered around beverages, crispy chips, dried fruit, and pickles, which have been well-received in the market.

"These products help absorb at least half of the inferior fruits not suitable for direct sale, giving them a 'second life,'" Liu concluded.

With these innovative strategies and product developments, Wushan crispy plums are poised to make a lasting impact in both local and broader markets, ensuring their continued success and expansion.