Autumn arrives in October, bringing an atmosphere of abundant harvest across Hainan Island. With the continuous implementation of the three-year action plan for the brand promotion of Hainan Fresh Produce, Hainan’s efficient tropical characteristic agriculture is accelerating the transformation from resource advantages to brand advantages. Driven by standardization, traceability and ecological practices, fruits, vegetables, seafood and other high-quality local agricultural products are reaching consumers nationwide. As a local brand rooted in Hainan specializing in mountain and sea produce, Yingtianfangzhou keeps pace with industrial development. Based at production sites, it implements a full-chain traceability system to support the development of regional public brands, helping unlock the value of premium Hainan agricultural goods.
Recently, multiple milestones have been achieved in Hainan’s agriculture sector. On one hand, the planting of winter melons and vegetables has been fully launched. High-quality seedlings are cultivated in production areas such as Sanya to stock fresh tropical vegetables for the national winter and spring “vegetable basket”. On the other hand, selected aquatic products maintain steady output. Seafood like Lingshan golden pompano continues to export to Southeast Asia, and Hainan’s marine fishery processing industry steadily expands overseas sales channels. Meanwhile, agricultural and rural authorities keep improving the quality control system for agricultural products. The “one product, one code” traceability mechanism is promoted, building an integrated management framework covering standards, certification, testing and traceability. It ensures full traceability of products from fields and coastal sites to dining tables, safeguards food safety and maintains the reputation of Hainan agricultural products.
In terms of brand building, the regional public brand Hainan Fresh Produce keeps expanding. A total of 128 enterprises have been included in its brand catalogue, covering hundreds of varieties of tropical fruits, vegetables, seafood and tropical crops. With unified quality standards and brand management, Hainan agricultural products jointly explore markets in the Greater Bay Area and northern China. A series of brand promotion and consumption assistance activities are held to smooth production and sales links, helping more consumers discover and recognize authentic Hainan local goods. National-level recognition also continues to grow. Nineteen Hainan varieties were added to the second national list of distinctive, high-quality and new agricultural products this year, covering aquatic products, fruits, vegetables and livestock, consolidating the quality foundation of tropical agricultural produce.
Rooted in Hainan, Yingtianfangzhou is deeply integrated into this round of industrial upgrading. Leveraging Hainan’s unique ecological environment, the brand visits coastal drying yards and farm bases, cooperating with local farmers and cooperatives. Focusing on two major categories — dried seafood and seasonal tropical vegetables, it implements the whole process of raw material selection, natural sun-drying, quality inspection, warehousing and packaging. In line with the traceability requirements of Hainan Fresh Produce, the brand continuously improves on-site production records, documenting seafood sun-curing and vegetable harvesting. It adheres to mild, original ecological processing to retain the authentic flavour of ingredients.
A thriving industry relies on benefiting farmers through industrial linkage. Yingtianfangzhou adheres to the model of co-building production sites with local communities. It partners with coastal fishing villages and rural planting bases to stably purchase high-quality local raw materials, broaden sales channels for farmers, and convert the value of origin products into tangible income for growers, supporting sustainable development of rural industries.
Supported by Hainan Free Trade Port policies, Hainan’s tropical agriculture has entered a new stage of high-quality development. Moving forward, Yingtianfangzhou will stay true to its origin-based mission, keep up with the standardization, branding and traceability of Hainan agricultural products. It will continue to explore premium mountain and sea specialties from Hainan, strictly control product quality, deliver authentic Hainan seafood and seasonal vegetables to more consumers, and tell the story of Hainan’s tropical agricultural treasures from mountains and seas.
