Recently, Yunnan Menglian Avocado and Hema reached a strategic cooperation agreement in Shanghai to jointly promote and expand the ready-to-eat avocados grown by the Chinese. With the increase in the production and quality of domestic avocados, they are expected to account for 50% of avocado sales on Hema.
Yunnan Menglian Avocado and Fresh Hema reached a strategic cooperation in Shanghai
In 2005, China opened up access to Mexican avocados, and it was only in the last decade that they gradually became popular on the table. In Fresh Hema, sales have increased by nearly 15 times in 4 years. At present, the avocados on the Chinese market basically rely on imports from Peru, Chile, Mexico and other countries, and it takes about 30-45 days to cross the ocean to China.
"'Fresh' is the biggest feature of our Menglian avocados. It can only take 72 hours to go from the branch in Yunnan to the table in Beijing, Shanghai and Guangzhou." said Qi Jiazhu, general manager of Greenbank Biological Co., Ltd. In 2020, Menglian avocados have been put into production in small batches. With the support of the local government, Qi Jiazhu’s Greenbank, as a sample enterprise, took the lead in cooperating with the new retail platform, Fresh Hema, to explore the marketization and branding of domestic avocados.
"Avocado is not a very mainstream fruit, but Hema pushed this fruit into the public's shopping cart." Ou Hongxing, Purchasing Director at Hema Fruit said that not knowing how to choose the maturity level and not knowing how to eat it well has affected the interest of many Chinese consumers in avocados.
Ready-to-eat Avocados from Menglian, Yunnan
Based on the above two consumption pain points, starting from 2018, Hema has launched ready-to-eat avocados across the country. It does not sell immature fruit. All the avocados on the shelves are just ripe, combined with online and offline marketing and sharing, to let users know and understand avocados.
In 2020, in the large market of imported ready-to-eat avocado sales, Hema steadily ranks first among domestic retail channels, with sales accounting for about 30% of the market. Ou Hongxing said that the maturity season of domestic avocados is from September to March of the following year. With the continuous improvement of local production and commodity rates in Menglian, in addition to the advantage of freshness, the price will also drop further.
Source: xinmin.cn