On August 2, the second Fresh Hema Xinjiang Fruit Festival kicked off. Throughout August, nearly 20 kinds of Xinjiang melons, fruits, pears, and peaches will enter more than 300 offline stores in 27 cities across China, with a rough estimate of about 3.5 million kilograms.
On August 2, at the Fresh Hema Shanghai Jinqiao store, a variety of Xinjiang fruits were put on the shelves.
Beijing and Shanghai are the two largest display stages for the Xinjiang Fruit Festival. On the morning of August 2, 10 kinds of Xinjiang melons and fruits were put on the shelves as the first batch at the Shanghai Jinqiao store.
For example, Xinjiang's Yili peach, Korla sesame nectarine, and Bachu cantaloupe are relatively rare on the market or in supermarkets, and it is the first time they have entered Fresh Hema stores. (Right: Seedless white grapes grown in Hema Villages)
This fruit festival includes almost all important fruit-producing areas in Xinjiang, including Kashgar, Aksu, Turpan, Hami, and Korla. Currently, there are 11 Hema villages in Xinjiang, 10 of which are fruit-producing areas. In the four months since April this year alone, eight more new Hema Villages have been built.
Hema Villages adopt the method of contract farming, which can implement standardized planting on a large scale so that the fruit-producing area can maintain a stable supply of quality and quantity. The sorting of modern machinery and equipment and the upgrading of storage and transportation equipment make the quality of goods more efficient and the supply period longer.
"To let more Xinjiang fruits go out and let more consumers taste fresh, the Xinjiang Fruit Festival is just the beginning." Zhao Jiayu, Senior Vice President of Fresh Hema and General Manager of the National Commodity Purchasing Department, said that this year is the second Hema Xinjiang Fruit Festival. Since the first festival, Fresh Hema has set up a procurement office in Xinjiang, and the procurement team has been stationed in Xinjiang all year round. In recent years, Hema has been looking for good origins and striving to perfect the supply chain. Now, every day, cold chain fleets carrying hundreds of tons of fruits leave Xinjiang and go to all parts of China.