Exotic Red Kiwi: A Key Pillar of Jingold China’s Development Strategy

Beyond exporting high-quality kiwifruit to China, Italian kiwifruit specialist Jingold began exploring local cultivation over a decade ago and has successfully established a comprehensive system for domestic production and sales, particularly since opening its China office in Shanghai in 2018.

Alongside the renowned yellow-fleshed variety Jintao, the red-fleshed variety Exotic Red serves as another cornerstone of Jingold China’s development strategy. Independently developed in China, Exotic Red has gained widespread recognition on international markets for its vibrant red flesh and exceptionally high sugar content ranging from 20 to 21 degrees Brix. Jingold secured the legal rights to Exotic Red in 2013 and earned the prestigious Fruit Logistica Innovation Award for this variety in 2019. The Exotic Red variety is mainly produced in Europe before being exported around the world, and now China is increasingly becoming one new production hub for Asian markets.

To replicate Exotic Red’s international success in China, Jingold China has established a high-standard operational system encompassing the entire supply chain from production to retail. By implementing strict cultivation management, rigorous pesticide residue monitoring and comprehensive traceability, Jingold China has made food quality and safety the cornerstones of its development strategy. After years of preparation, Exotic Red officially became the first domestically produced kiwifruit variety authorized to carry the Jingold brand in 2022. This milestone not only solidified Exotic Red’s position on the domestic market but also set a benchmark for the high-quality development of Chinese-grown kiwifruit.

However, Jingold China’s ambitions extend beyond simply catering to the mainland market — bringing mainland-grown produce to Macau, Hong Kong, Taiwan and other Asian markets is another key element of its strategy. In Taiwan, for instance, where import standards for kiwifruit are especially stringent, requiring over 100 pesticide residue tests, Exotic Red kiwifruit passed inspections and received high praise from local consumers.

Harry Xu, general manager of Jingold China, told Produce Report that the brand’s strategy in China goes well beyond trade or rebranding. Instead, it begins with daily operations at the orchards, ensuring excellence at every step, particularly with respect to food safety. At the same time, Jingold China optimizes the entire supply chain, promoting fairness and efficiency across all segments and ensuring that growers, brand owners, service providers and retailers share in the benefits of development. This balanced approach to supply chain management not only boosts product competitiveness but also sets a positive example for industry collaboration.

Images: Jingold