Chongqing - On October 13-14, the 2024 Annual Fengjie Navel Orange Ordering Meeting marked a significant milestone. Over 102 distributors from fruit wholesale markets across ten major cities, including Beijing, Shanghai, and Guangzhou, gathered to secure purchase agreements for 150,000 tons of Fengjie navel oranges. The total transaction value exceeded 1 billion yuan ($140.5 million), signifying a promising start for the new harvest season.

At the 2024 Fengjie Navel Orange Ordering Meeting, purchase agreements are signed for 150,000 tons of Fengjie navel oranges, totaling over 1 billion yuan ($140.5 million). (Photo provided by the respondent)

Fengjie County, located on the eastern edge of the Sichuan Basin, boasts unique climatic conditions ideal for citrus cultivation. Positioned within the famous Three Gorges area along the Yangtze River, Fengjie benefits from long hours of sunlight, frost-free winters, moderate humidity, temperature inversion layers on sloping terrain, and potassium- and selenium-rich soils. These factors contribute to Fengjie’s status as one of China’s most renowned citrus-growing regions.

"Fengjie County is a historic citrus-growing area with a cultivation history spanning over 2,300 years," a county official explained. Since the Han Dynasty, citrus fruits from Fengjie were selected as tribute items for imperial dynasties, overseen by dedicated officials. Navel oranges were first introduced to Fengjie in 1953. After seven decades of careful cultivation and innovation, Fengjie navel oranges have gained nationwide recognition for their unique qualities, including an eight-month harvesting period and a balanced sweet-tart flavor with a crisp, tender texture.

In recent years, Fengjie has embraced a development strategy focused on quality over quantity, aiming to enhance the value of its navel orange industry. The county has prioritized high-quality production, brand-building, and technological innovation to transform its navel orange industry into a high-value sector.

This approach has paid off: As noted in a report, Fengjie navel oranges now rank fifth among 1,097 geographically-indicated fruit brands in China. They have become the flagship product of Fengjie’s regional brand and an essential pillar of the local economy.

During the event, participants explored Fengjie’s citrus orchards, witnessing the entire process from cultivation to processing. They also engaged in specialized discussions on market strategies, brand development, and technological advancements aimed at expanding the reach and impact of the Fengjie navel orange brand. These discussions included contributions from industry experts on how to boost the brand’s presence and broaden distribution channels.

“This year, we achieved substantial growth in order volume compared to previous years,” a county official noted. The event drew wholesalers from Beijing, Shanghai, Guangzhou, Shenyang, Chengdu, Xi’an, Urumqi, Jiaxing, Linyi, and Gaobeidian, with final orders totaling 150,000 tons of navel oranges valued at over 1 billion yuan. “The average price per jin (0.5 kg) reached 3.57 yuan, 1.17 yuan higher than last year’s national wholesale average.”

The order fair also attracted emerging online sales platforms and agricultural processing enterprises. Notably, e-commerce giant JD.com plans to launch a dedicated Fengjie navel orange section, leveraging its expansive user base and efficient logistics to bring the fruit to a broader audience. Additionally, companies like Huiyuan Group are exploring avenues to incorporate Fengjie navel oranges into various processed products, such as juices, jams, and canned goods, further extending the product’s reach and enhancing its market value.

With traditional wholesale channels joined by digital platforms and processing companies, Fengjie navel oranges are poised to reach new markets and elevate their brand status both domestically and internationally.

(Peng Yu, a reporter from Chongqing Daily, contributed the Chinese version of this report.)