Linking Agriculture with Farmers for Shared Prosperity — Yingtian Fangzhou‘s Origin-Based Path to Common Prosperity
The key to rural revitalization lies in keeping the value-added benefits of industrial development within rural areas and in the hands of farmers. In Hainan’s pursuit of high-quality development in tropical specialty and high-efficiency agriculture, “linking agriculture with farmers” is not just a policy buzzword—it is a pathway to shared prosperity being actively pursued by local agricultural enterprises. Hainan Yingtian Fangzhou Agricultural Technology Co., Ltd., rooted in core production areas such as Wenchang, leverages order-based collaboration, origin-based partnerships, and brand empowerment as strategic tools to deeply integrate farming households into the industrial chain, ensuring they share in the dividends of industrial development
I. Policy Guidance: Institutional Guarantees for Linking Agriculture with Farmers
Hainan Province has explicitly called for improving benefit-linking mechanisms such as “leading enterprises + farming households,” enhancing the level of farmer integration through various approaches including order-based procurement, guaranteed dividends, equity cooperation, employment absorption, and village-enterprise partnerships. These efforts aim to guide farming households into deeper participation in the industrial chain and foster a shift from “being told to work” to “wanting to work.” By 2030, the province aims to have over 280 provincial-level or higher agricultural leading enterprises.
At the collective economy level, Hainan encourages rural collective economic organizations to deeply integrate into the full agricultural industry chain, promoting the “primary-secondary-tertiary” integrated development of industries. It also encourages chain-leading enterprises to leverage their own sales networks to drive collective economic organizations in developing order-based agriculture, integrating collective industrial products into the market circulation system, and building a close-knit mechanism of “risk sharing and benefit sharing.”
At the brand development level, the market-oriented operation of the “Hainan Fresh” brand explicitly requires “organized and systematic efforts to link agriculture with farmers, establishing stable and sustainable benefit-linking mechanisms through order-based production, service trusteeship, and other means, enabling farmers to more fully participate in industrial division of labor and share in development returns.”
This policy framework provides a clear institutional guide for Yingtian Fangzhou‘s farmer-linking practices.
II. Model Innovation: Yingtian Fangzhou’s Pathways to Linking Farmers
Pathway One: Order-Based Collaboration to Stabilize Farmer Sales Channels
Tropical agricultural products are subject to significant price fluctuations, and smallholder farmers fear nothing more than a “bumper harvest without a bumper income.” Yingtian Fangzhou has implemented an order-based collaboration model, connecting with local farmers to secure sales channels in advance. By eliminating multi-layer intermediary circulation and directly connecting with production bases, the company establishes stable purchase-and-sale relationships with farmers—farmers cultivate according to the company’s standards, and the company purchases at agreed-upon prices, giving farmers the confidence to “plant with peace of mind and sell without worry.”
In practice, the company signs purchase agreements with cooperatives and farmers before the harvest season, specifying varieties, quality standards, and guaranteed minimum prices. After harvest, produce is transported directly to sorting facilities, reducing losses from intermediate links. Farmers no longer have to worry about “who to sell to” or “at what price.”
Pathway Two: Origin-Based Partnerships to Implement Quality Control Standards
The “Hainan Fresh” brand requires products to meet stringent standards. Yingtian Fangzhou goes deep into production areas, guiding cooperative farmers in adopting scientific field management practices and respecting the natural growth cycles of crops. From seedling selection and water-fertilizer management to harvest timing, the company tracks the entire growth cycle of each crop, transforming Hainan’s irreplaceable solar, thermal, and soil resources into the quality signature of its products.
The company does not blindly pursue scale expansion but focuses on safeguarding the foundational quality of raw materials at the source. By aligning with the “Hainan Fresh” group standards, it lays a solid foundation for future brand certification. This “standards-first” approach ensures that farmers cultivate according to specifications from the very beginning—guaranteeing product quality while avoiding the risk of “produce that fails to meet standards.”
Pathway Three: Village-Enterprise Cooperation to Explore Benefit Sharing
Yingtian Fangzhou’s current product portfolio includes Wenchang pepper, Wenchang young coconuts, Qinmi No. 9 golden passion fruit, and Qiaotou sweet potatoes. In practice, the company explores partnerships with village collectives and cooperatives: village collectives organize farmers for cultivation, while the company provides technical guidance and assumes responsibility for procurement and sales. This model draws on proven successful experiences in Hainan—for instance, the Lingao pineapple industry, through its “company + cooperative + farmer” model, enabled Meixiang Village’s 700-mu pineapple project to distribute 4.3 million yuan in profits by the end of 2024.
At the same time, the company collaborates with local partner bases and farming households to implement quality control at the production source, ensuring that farmers play the dual role of both “producers” and “beneficiaries” within the industrial chain.
III. Models of Shared Prosperity: Lessons from Peer Enterprises
Although Yingtian Fangzhou is a newly established enterprise (founded in January 2026), its approach to farmer integration is consistent with that of Hainan’s leading agricultural enterprises:
- Wenchang Chicken Industry: Chuanwei Company has implemented a comprehensive support model featuring unified chick supply, unified technology, unified disease prevention, and unified procurement. From 2019 to 2024, it has enabled 793 farming households to achieve a total net income of 323 million yuan, with an average income per household exceeding 400,000 yuan.
- Pineapple Industry: Tiandiren Company, through models such as land equity with guaranteed dividends and capital equity dividends, has helped over 30,000 farmers increase their incomes, radiating prosperity to more than 50,000 people.
- HaiKen Group: From January to July 2026, the group procured 3,909 tons of local specialty agricultural products, with a procurement value of 126 million yuan. Through its order-based agriculture model, it has implemented a “production-based-on-sales” closed-loop development approach.
Yingtian Fangzhou’s farmer-linking practices are steadily advancing along this proven path of “leading enterprise + base + farming households.”
IV. Future Outlook: Bringing Brand Dividends to More Farmers
Currently, Hainan is promoting the “integration into the chain,” “integration into the park,” and “collective development” of new rural collective economies, guiding collective economic organizations to partner with social capital in jointly building industrial bases. As the “Hainan Fresh” brand portfolio continues to expand and the order-based agriculture network grows increasingly sophisticated, farmer-linking mechanisms will cover more industry segments.
Yingtian Fangzhou will continue to deepen its efforts at the production source, refine its order-based collaboration model, stabilize farmer sales channels, and operationalize its farmer-linking mechanisms. From the pepper gardens and coconut groves of Wenchang to the passion fruit orchards, the company uses origin-based partnerships as a bridge—connecting the farmlands on one end and countless consumer tables on the other—enabling more farming households to share in the dividends of industrial development through the “Hainan Fresh” brand initiative, and forging a path to shared prosperity characterized by “enterprise growth, farmer income increases, and industry value enhancement.”
