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Xianju Bayberry, why trust it?
Created on 05.23, Updated on 05.23
Xianju in May
Bayberries covering the mountains and plains
Ripen on the branches
When the wind blows
A sweet and refreshing fruity aroma fills the air
This small fruit, which has become popular nationwide and is eagerly anticipated by countless people in the summer, relies not on hype, but on solid quality and visible assurance.
Good Source:
Good mountains and good water, growing ecological fruits
Xianju people often say that good fruit must first have good soil and water. Here, "eight parts mountains, one part water, and one part field," with over a hundred peaks over a thousand meters high forming a horseshoe-shaped terrain, which retains mountain mists and abundant rainfall; the large temperature difference between day and night in the valleys allows the bayberries to slowly accumulate nutrients and sugar.
Good soil and water must be protected, and good quality must be nurtured. To this end, Xianju has formulated and issued the "Xianju Bayberry Production Technical Regulations," transforming "growing fruit based on experience" into "cultivating and raising according to standards." The entire county's bayberries are meticulously cultivated, with unified prevention and control measures, and the vigorous promotion of ecological cultivation models. They are actively building a "bayberry-tea-chicken-bee" green compound farming system, widely deploying yellow and blue insect-attracting boards in the forests for physical pest control, and promoting grass cultivation for land protection, maximizing the protection of the native ecology of bayberry cultivation and farming.
Food Source Attractant and Control for Waxberry Fruit Flies
In November 2023, the "Composite Cultivation System of Ancient Waxberry Groves in Xianju, Zhejiang" was recognized as a "Globally Important Agricultural Heritage System," making it the first important agricultural heritage system in the global waxberry field.
Currently, 31,500 waxberry farmers and 450 waxberry professional cooperatives in the county are included in the government's standardized unified management; 132,500 mu of waxberry bases have been awarded the title of National Green Food Raw Material Standardization Production Base.
Strict Supervision:
Four-level linkage, ensuring safety at every step
How many checks does a waxberry go through from flowering to reaching the dining table? Xianju's answer is: a "full-process, no-blind-spot" examination. To prevent problematic waxberries from entering the market, Xianju has comprehensively built a four-level supervision network of "county-township-village-base," assigning supervisory personnel to fields and market stalls. From cultivation and management to harvesting and sales, it ensures that every step is monitored, guarded, and managed. Additionally, Xianju has formed a "bamboo pole team." Once waxberries found to be non-compliant with quality and safety standards are identified, all waxberries on that farmer's trees will be discarded, serving as a deterrent to others by "punishing one household and warning a whole area."
Meanwhile, every year during the bayberry season, the "Qingyuan Protect Bayberry" special action is always present. The county market supervision bureau, county agriculture and rural affairs bureau, county public security bureau, and other departments take joint action, focusing on key links such as transportation hubs, surrounding tourist attractions, and market vendors. They crack down on trademark infringement, selling inferior products as high-quality ones, and shortchanging customers, leaving no room for counterfeit or substandard goods.
What's even more reassuring is the "three-in-one" testing system: the county-level laboratory conducts professional and precise testing; grassroots areas set up convenient express testing points for easy submission; and the government thoughtfully offers a "Citizen Testing" service, allowing citizens to submit samples at their convenience and receive test results within 15 minutes. During the annual bayberry production and sales period, the county completes over 30,000 rapid tests in total, ensuring full coverage for large bayberry producers and random sampling for small producers. These hard data points are the most solid foundation for consumers.
Traceability Clear:
One fruit, one code, traceable and verifiable throughout the entire process
Nowadays, when purchasing Xianju bayberries, a quick scan of a code provides peace of mind – this is the "double insurance" for food safety provided by digitalization. In recent years, Xianju has broken down government data barriers, linking with "Zhenong Code" and "Zheshilian" to issue exclusive "identity cards" for bayberries. All 20 townships (sub-districts) are equipped with source code printing equipment, and 103 large-scale operating entities have achieved full coverage of coding. Individual farmers can obtain qualification certificates by facial recognition. Consumers can scan the code to see information such as planting location, farmer information, harvest date, and test reports at a glance.
Relying on the government's digital brand authorization management, all regular business merchants in the county have been included in the online platform for unified supervision. Digitalization not only makes traceability clearer but also makes planting more scientific. Equipment such as smart greenhouses, field data collection, and weather early warning systems have entered orchards, providing precise guidance for fruit farmers in field management, ensuring stable and high-quality production of waxberries. Currently, the brand value of Xianju waxberries has reached 3.549 billion yuan, ranking first among similar agricultural products nationwide.
Brand Trust:
Integrity-based Co-governance, Safeguarding Consumer Confidence
Trust is never a one-sided effort, but a collective safeguard of the entire society. For many years, Xianju has highly valued its unique waxberry industry resources and meticulously nurtured its local specialty brands.
The entire county has signed waxberry quality and safety supervision responsibility agreements at all levels, and each waxberry farmer has signed a waxberry quality and safety commitment letter. They pledge that in case of quality and safety issues, they will voluntarily discard all their waxberries and forfeit their qualification to use the Xianju waxberry trademark and apply for agricultural subsidy projects for the current year and the next three years. The Xianju County Consumer Rights Protection Committee, in conjunction with the County People's Court, County People's Procuratorate, Agricultural Industry Association, and eight other units, jointly issued an initiative for honest business practices in online waxberry sales, guiding vast numbers of business operators to adhere to the bottom line of business. Regular exposure of typical cases of selling counterfeit and inferior products, with multiple legal popularization and anti-counterfeiting promotional content exceeding 100,000 reads, has formed a strong deterrent effect. Government service windows have fully opened channels for consumer complaints and reports, establishing dedicated personnel and positions for closed-loop handling of consumer disputes, and resolving various risks in production and sales in a timely manner.
Waxberry farmers sign quality and safety commitment letters
A single waxberry carries the gift of nature and embodies the responsibility of the Party committee and government, as well as the perseverance of the people. By 2025, the output value of fresh waxberries in the county is expected to reach 1.3 billion yuan, with the entire industry chain output value exceeding 4.8 billion yuan. This effectively drives steady income growth for a large number of fruit farmers, with significant income increases per household, truly achieving ecological prosperity, industrial vitality, and people's affluence.
Xianju Waxberries
Carrying the mountain breeze and the fragrance of ecological fruits
Standing out with quality
Establishing ourselves with integrity
Good origin, strict supervision, clear traceability, brand trust
Worthy of your trust
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lisa cheng