Hainan, with its abundant sunlight, ample rainfall, and unique tropical climate and soil resources, nurtures a rich and diverse tropical specialty and high-efficiency agriculture sector. From Wenchang young coconuts to Qiaotou sweet potatoes, from pepper to golden passion fruit, the “Taste of Hainan” is becoming increasingly familiar to consumers nationwide. Yet the journey of a single premium fruit or tropical crop — from the farm to the dining tables of consumers across the country — cannot be summed up in just the words “sunshine and rain.”
“Hainan Fresh” is Hainan’s first provincial-level multi-category regional public brand for agricultural products. To date, it has fostered 61 regional public brands, 65 enterprise brands, and 75 product brands under the “Hainan Fresh” umbrella, with 110 authorized enterprises. The year 2026 marks the Standard Development Year under the “Hainan Fresh” Agricultural Brand Enhancement Three-Year Action Plan. Hainan has set the goal of strengthening one provincial-level regional public brand, certifying over 100 “Hainan Fresh” sub-brands, and promoting the internationalization of two regional public brands by 2028.
Against the backdrop of this accelerated brand matrix development, Hainan Yingtian Fangzhou Agricultural Technology Co., Ltd. is anchoring itself at the point of origin, deepening its commitment to quality at the source, and actively participating in the development of the “Hainan Fresh” brand.
I. Policy Beacon: The “Five Stabilizations, Four Directions, Three New” Framework for Tropical Crop Industry Development
During the “15th Five-Year Plan” period, Hainan has systematically laid out its development strategy for tropical specialty and high-efficiency agriculture under the overarching framework of “Five Stabilizations, Four Directions, and Three New”
The “Five Stabilizations“ focus on stabilizing the scale of five foundational industries—grain, winter vegetables and melons, tropical crops, livestock and poultry, and marine fishing—with concerted efforts to promote variety optimization, quality enhancement, brand building, and standardized production. In stabilizing the tropical crop sector, particular emphasis is placed on advancing the full-industry-chain development of the pepper industry and driving the scale stabilization and quality improvement of the coconut industry.
The “Four Directions” seek to tap into new growth potential across four fronts—ocean resources, under-forest spaces, seed industry, and brand development—while strengthening the agricultural brand matrix led by “Hainan Fresh.” The “Three New” initiatives leverage the policy advantages of the Free Trade Port to promote new varieties, explore new markets, and cultivate new business models.
This policy framework provides a clear directional guide for Yingtian Fangzhou. The company is rooted in core production areas such as Wenchang, focusing on Hainan’s specialty products—including pepper, coconut, passion fruit, and sweet potatoes—which are closely aligned with the tropical crop categories prioritized under the “Five Stabilizations” framework.
II. Standard Foundation: The “Four-in-One” Brand System
The “Hainan Fresh” Agricultural Brand Enhancement Three-Year Action Plan (2026–2028) designates 2026 as the Standard Development Year, with Hainan taking the lead nationally in pioneering a “Standards + Certification + Inspection + Traceability” four-in-one brand system.
The Provincial Department of Agriculture and Rural Affairs has established the “Hainan Fresh” Regional Public Brand Certification Alliance, formulated certification implementation rules, and issued the first group standards for sweet potatoes and pineapples. In 2026, certification pilots will be conducted in one to two selected industries within advantageous sectors such as tropical fruits, aquaculture, and livestock. By 2027, the certification scope will gradually expand to cover ten regional public brand industries.
To obtain “Hainan Fresh” brand authorization, products must meet stringent requirements—they must hold one of the following valid certifications: Green Food, Organic Agricultural Products, Geographical Indication Agricultural Products, GAP, or HACCP, with no quality safety incidents or serious credit violations in the past three years.
Yingtian Fangzhou aligns itself with this system, actively advancing internal quality control development. From seedling selection and field management to harvesting and sorting, the company has established a full-process quality control workflow, laying a solid foundation for future “Hainan Fresh” brand certification.
III. Quality Traceability: End-to-End Protection from Farm to Table
Tropical agricultural products have a short shelf life, and harvesting, sorting, and grading directly determine whether high-quality produce from the production areas can be consistently delivered to markets beyond the island. Hainan Province continues to strengthen its warehousing, preservation, and cold-chain logistics systems, promoting the supplementation, extension, and optimization of tropical specialty and high-efficiency agriculture industry chains.
Yingtian Fangzhou focuses on the production end, establishing a complete sorting and grading chain and quality control processes:
- Pepper: Sulfur-free processing, manual screening to remove defective kernels and impurities, preserving the pungent and mellow flavor of the original production area;
- Wenchang Young Coconuts: Selected fresh fruits from the Wenchang geographical indication production area with careful maturity assessment, ensuring rich and refreshing juice;
- Qinmi No. 9 Golden Passion Fruit: Individual fruit sorting and grading, basking in the island’s abundant sunshine to develop full-bodied aromas;
- Qiaotou Sweet Potatoes: Leveraging selenium-rich sandy soil advantages, soft, sweet with a powdery texture.
The company eliminates multi-layer intermediary circulation and directly connects with production bases, incorporating authentic origin conditions into key product screening criteria. At the same time, it implements an order-based collaboration model, connecting with local farmers, stabilizing sales channels, and operationalizing the mechanism of linking agriculture with farmers, enabling farming households to share in the benefits of industrial development.
IV. Brand Outlook: Bringing the Taste of Hainan to More People
Under the “Hainan Fresh” three-year action plan, Hainan will implement five initiatives (optimizing management mechanisms, premium product cultivation, brand certification, brand influence enhancement, and brand stewardship) to drive the brand “toward premium positioning, toward digital channels, and toward international markets.” In terms of online-offline coordination, the “Hainan Fresh” WeChat mini-program mall has been officially launched, with official flagship stores simultaneously opened on major platforms such as Douyin and JD.com. E-commerce platforms including Taobao, Douyin, and JD.com have already established partnerships with 145 Hainan agricultural enterprises.
Yingtian Fangzhou keeps pace with the province’s brand development efforts, actively aligning itself with the “Hainan Fresh” standardization system. Through online channels, it tells the stories of Hainan’s production areas, delivering the unique products of geographical indication regions to a growing number of consumers.
From standard leadership to origin traceability, from quality control to brand distribution, Yingtian Fangzhou navigates by the “Hainan Fresh” policy framework—bridging the farmlands on one end and countless consumer tables on the other. To understand these brand codes is to understand the solid strides Hainan’s tropical agriculture has made in transitioning from “selling products” to “selling brands.”
