Customers select vegetables at the renovated Yonghui supermarket in Chongqing. (Photo/Zhang Chunxiao)

Chongqing - Chongqing's first renovated Yonghui supermarket, inspired by the Pangdonglai model, reopened recently to huge crowds. Among the popular items, fresh produce is expected to drive major changes in agricultural production to meet varied consumer needs.

Safety and quality as key priorities

One package of bean sprouts features labels such as "zero additives" and "healthier," emphasizing safety as its main selling point. "We've adopted the Pangdonglai model for our store revamp, and the first thing we learned was the importance of safety," said Zhou Weiyong, category manager for the supply chain at Chongqing Yonghui supermarket. Zhou added that food safety is increasingly prioritized as consumers become more health-conscious.

The bean sprouts produced by Chongqing Butterfly Island Agricultural Development Co Ltd have met this trend.

The company introduced spring water to the production base, filtered it to meet drinking water standards, and used it for all stages of production. According to Fang Yuanchun, the company's manager, no chemicals are added from bean sprout cultivation to packaging.

The quality of these bean sprouts is comparable to that of organic vegetables, earning the favor of Yonghui supermarket. "We're currently shipping about 1,000 boxes daily to the renovated store, and demand exceeds supply," Fang added.

Similarly, Ao Xiaolong, head of the Tiantianxian Vegetable Planting Cooperative in Tongliang district, which supplies YH Supermarket with bok choy, said that the supermarket imposes strict requirements on their produce.

Ao said they specify the length and width ranges and even require that the bok choy be free from blemishes or broken roots. "We've hired a third-party examination agency to meet the current sales and consumer trends."

Zhou noted that supermarkets can only consider products when agricultural producers ensure high standards. Currently, Yonghui in Chongqing operates 121 stores and procures agricultural products. It has established direct sourcing bases in over 20 districts and counties across the city, with safety and quality being its top priorities.

Brand and differentiation as key strategies

Selling in supermarkets doesn't guarantee that agricultural products will attract consumers; they must compete with similar products. To stand out, they need a "trump card."

Chongqing has many citrus varieties, but the supermarket chose Fengjie navel oranges mainly because its marketing has been effective in recent years. The brand is well-known, and residents are familiar with it and willing to buy, said Zhou Weiyong.

Zhou also pointed out that the Fengjie navel orange has distinct differences in taste, color, and harvest time compared to the Gannan navel orange, creating its unique appeal.

Another product that stands out due to "differentiated competition" is the Dazu winter crayfish.

"Its success is driven by timing," according to Zhou. The general season for crayfish is from April to November, but Dazu crayfish is available for nearly 11 months of the year, except for April and early May. Particularly from November to April, when crayfish are unavailable from other major production areas, Dazu crayfish fills the market gap and becomes the supermarket's top choice, Zhou explained.

He also emphasized that local agricultural products in Chongqing should focus on marketing and developing unique features to achieve premium quality and pricing.

For example, in the high-end fruit category, the supermarket has sold cherries and "sunshine rose" grapes before, but Chongqing doesn't have many high-end fruits. Only Wushan crispy plums are priced above 20 yuan per kilogram. Zhou added that this is an area where Chongqing needs to catch up.

Pre-processed products for more options

At the renovated Yonghui store, many young people prefer to buy pre-cut and packaged vegetables. To cater to this demand, the store has set up a temperature-controlled cutting room in the fresh produce section, where staff handle the cutting and packaging on-site. The packaging includes both small portions and family-sized packs to meet customers' different needs.

"According to our research, more and more young people enjoy cooking at home, but they primarily enjoy the fun of cooking itself, so they're more willing to purchase prepared ingredients," said Zhou.

Changes in retail sales are also impacting the production side. Ao Xiaolong, who has been working with Yonghui supermarket for years, said that compared to selling vegetables in bulk in the past, now, after picking the vegetables, the company will wash and sort them at the base, then package them into boxes and send them directly to the supermarket.

According to Ao, this approach benefits the supermarket by reducing the loss of fresh vegetables during transportation and sorting, while the cooperative can make more profit.

Zhou Weiyong said that with the faster pace of life and increasing consumer concern for food safety, these pre-processed vegetables may become a new choice for many consumers.

He suggested that production bases or cooperatives adopt more advanced preservation technologies and packaging materials to ensure vegetables' freshness and nutritional value during transportation and storage, continuously improving quality.

(Yan An and Zhang Chunxiao, reporters from Chongqing Daily, contributed the Chinese version of this report.)