Vegetable and fruit giant Goodfarmer will launch a vegetable brand jointly with Syngenta China MAP

Date:01-10-2022

On January 5th, Syngenta China and Shandong Goodfarmer International Trade Co., Ltd. signed a vegetable planting agreement, and the two sides will cooperate in vegetable planting, the construction of MAP whole industrial chain center, MAP beSide full quality control traceability, and other aspects.

It is reported that Goodfarmer Group will vigorously develop its domestic vegetable distribution business on the basis of exporting vegetables. The company will launch a brand named "Baocai" with a commitment to creating a safe and healthy high-end vegetable brand. The brand will mainly include ginger, garlic, pumpkin, pepper, sweet corn and cauliflower, etc.

In this cooperation, the two sides will empower each other in many aspects:

Syngenta China MAP will carry out an order planting business for certain vegetable varieties according to the needs of Goodfarmer, such as Syngenta's unique colored cauliflower, the dominant sweet corn variety, Kuppra, plus specialty pumpkin varieties, etc. The colored cauliflower is selling well among Hema X members, and pumpkin and sweet corn will be listed in February and March respectively.

The two sides will jointly establish a whole industrial chain center in the dominant vegetable production area, and they have initially determined that a garlic industrial chain center will be built in Juye County, Heze, Shandong Province. This will be used as a pilot project to gradually expand to the other production areas.

They will also strengthen the cooperation on MAP beSide's whole process of quality control and traceability products. In terms of brand promotion at the terminal channels, the two sides will jointly invest to promote the Goodfarmer brand and the MAP beSide endorsement brand and enhance product value and quality.

About this cooperation

Goodfarmer Group has already built distribution centers in 31 provincial-capital cities across the country so far, including more than 12,000 offline supermarket stores. They have basically established long-term and stable strategic partnerships with all national supermarkets and e-commerce customers and have now become the leading enterprise in the domestic fruit and vegetable distribution industry.

After the signing of this agreement, the two sides will cooperate in depth in all aspects of the whole industrial chain of vegetable distribution including upstream and downstream, and further enhance the level of cooperation in the future by continuously consolidating and expanding the scale of cooperation, so as to achieve mutual benefits and a win-win situation.