Goodfarmer harvesting great results from event

Goodfarmer Fresh Fruit Trading Corp has never missed taking part in the China International Import Expo.

Philippine fruit dealer has witnessed unparalleled growth since its first appearance at the CIIE in 2018. The annual show, taking place in Shanghai from Nov 5 to 10, has become the company's sole comprehensive exhibition choice worldwide.

"Our harvest from the CIIE has been incredibly bountiful over the past few years," Xu Ke, marketing director of Goodfarmer's Chinese business told Jiefang Daily.

According to Xu, after showcasing New Zealand's super-sized avocados for the first time at the fourth CIIE in 2021, the company entered into cooperative agreements with many renowned Chinese e-commerce and retail platforms.

The massive avocados, weighing two to three times the normal size, quickly spread across tens of thousands of stores after the expo, resulting in a remarkable 150 percent increase in sales volume in the Chinese market.

This trend continued last year when Goodfarmer unveiled "black diamond" pineapples from the Philippines at the fifth CIIE. With a natural sugar content higher than the ordinary variety and no hint of sourness, they immediately gained widespread attention.

Thanks to the exposure provided by the expo, the company now can sell 500,000 to 700,000 pineapples monthly through an exclusive network with Freshhippo, the grocery retail chain of e-commerce giant Alibaba.

"The booming atmosphere at the expo is totally beyond expectations. It was created by the CIIE's strong network effect, but more importantly, it represents the immense opportunities of the Chinese market," said Xu.

Furthermore, the CIIE provides equal opportunities for businesses of various sizes and sectors to engage in talks and transactions, enabling them to establish strategic cooperative relationships and fully integrate into the global chain, she added.

In April, Goodfarmer became the first agent approved by Chinese Customs to import yellow pitaya from Ecuador. Xu said that move should be attributed to the reputation and credibility afforded by the CIIE.

The expo has also facilitated the company in finding the right financial partners. It has reached a strategic agreement with Standard Chartered Bank, leveraging the lender's expertise in financial services, network resources, cross-border investment and trade platforms.

"This cooperation can help us further integrate into the Belt and Road Initiative, optimize cross-border trade ecosystems, strengthen global sourcing, sales and service networks, and facilitate the import and export of high-quality fruits and vegetables to and from China," Xu said.

chenhong@chinadaily.com.cn