Agrovision to start large-scale berry farming operations in China

Agrovision has signed an agreement with the Longhua Residents Committee, Midu County, to introduce large-scale berry farming operations to the Yunnan province of China. The initial deal, for a 33ha berry plantation, is the first of several planned agreements covering a total of 2,000ha.

The new Yunnan operation marks the latest step in the company’s strategy of expanding its worldwide production footprint to build a 52-week supply of premium, domestically grown berries. It expects the first commercial volumes to be on sale throughout China in the first quarter of 2025.

With warm tropical days and cold nights, Agrovision said Yunnan offers an optimal growing microclimate for its leading blueberry varietals.

“This agreement is a key strategic milestone for Agrovision as we advance on the promise of delivering the world a better berry, year-round,” said CEO and executive chairman Steve Magami.

“Further, our Yunnan market farming operations will boost the local ag-economy and offer millions of local health-conscious Chinese consumers a premium blueberry that delivers a superior eating experience.”

Stone Wang, executive chairman of Agrovision China, added: “Agrovision’s first planting project in China will provide high-quality, locally grown blueberries for Chinese consumers.”

China is known to be one of the most health-conscious countries in the world and consuming healthy foods is now considered a status symbol in Chinese society. According to China Briefing, 73 per cent of Chinese consumers are ready to pay extra for food deemed healthier and 58 per cent of the Chinese middle class (aged 20-49 years) are willing to pay more for ethical brands.

Agrovision said the landmark deal is the result of collaboration with local stakeholders, including the Chinese government, which has been instrumental in establishing the venture and maintains strict sustainable land-use programmes.

The company first entered China in 2022, establishing sales and marketing operations in Shanghai. Since then it has become a primary importer of premium blueberries in the market.

Agrovision markets its blueberries to Chinese consumers under the Big Skye (Mai-yi-li) label. In October 2023, it announced its partnership with Chile’s Greenvic to deliver on the Chinese market’s high demand for cherries.

Headquartered in the US, the vertically-integrated company has established growing operations and commercial partnerships worldwide with R&D operations in Peru and Mexico. Vertical integration, from farm to retail, ensures full control of supply chain “for a reliably consistent, quality supply to consumers in North America, Asia and Europe”.