Axiang Citrus

Axiang Citrus

　　Hunan Axiang Fruit Co., Ltd. was established in 2003 and is located in the scenic and pleasant-climate Xuefeng Lake Geopark area in Anhua County, Hunan Province. The company adopts a production model of “company + base + specialized cooperatives (members)” and is a key Chinese leading enterprise in the fruit and vegetable industry, specializing in the production, processing, and sales of citrus and other fruits.

　　The Axiang Citrus Specialized Cooperative was established in October 2000. It is a citrus-focused cooperative organization majority-owned by group members of Hunan Axiang Fruit Co., Ltd. The cooperative owns 15,000 square meters of citrus storage facilities, fixed assets including citrus processing equipment worth 6.28 million yuan, serves 4,443 citrus farmers, and manages a citrus base of 28,000 mu. It annually purchases and sells 12,000–20,000 tons of citrus, with products sold across the country as well as to international markets such as Kazakhstan and Russia.

　　The cooperative fully implements standardized production. By organizing technical training sessions for citrus farmers, distributing technical materials, and providing on-site guidance from technicians, it has improved the farming techniques of citrus growers and standardized the “Axiang Brand Citrus Planting Technical Procedures.” As a result, the commercialization rate of citrus has increased from 45% to over 90%, and the high-quality fruit rate has risen to over 80%.

　　The cooperative has vigorously built a marketing network. By establishing marketing teams at multiple levels, training marketing personnel, and setting up three major domestic Axiang-brand citrus marketing centers in the Three-North regions, along with over 310 county/city (district)-level exclusive Axiang-brand citrus outlets, it has constructed a robust product sales network platform.

　　The cooperative continuously researches and promotes new varieties. By organizing professional technicians to optimize and upgrade old varieties while intensifying the development and promotion of new varieties such as Axiang No. 1, No. 2, and the improved Shinseiki (Youshu), it lays a solid foundation for elevating the quality of the cooperative’s products.

　　The cooperative is committed to building the Axiang brand. Through measures such as improving product quality, strengthening market supervision, steadily expanding the market, and leveraging strong media promotion, it carefully nurtures the Axiang brand. The brand has won nine provincial and ministerial-level awards and more than 20 city and county-level awards.