Agrovision pens large-scale berry farming deal in China
Agrovision, a Los Angeles-based producer and year-round supplier of premium superfruits, has signed an agreement with the Longhua Residents Committee, Midu County, to introduce large-scale farming operations in the Yunnan province of China, according to a news release. The agreement for a 33-hectare berry plantation begins the first of several agreements for a total 2,000 hectares.
The new Yunnan farming operations serves to advance Agrovision’s aim to provide China with premium superfruits, 52-weeks a year, the company said.
Agrovision says it grows at scale for consistent, year-round supply and leverages select global microclimates, genetics and innovation across the supply chain, to bring to market new premium superfruit varietals that offer a superior eating experience.
The Yunnan province, with warm tropical days and cold nights, offers an optimal growing microclimate for Agrovision’s leading blueberry varietals, with the first berry production for sale expected locally throughout China in the first quarter of 2025, the release said.
“This agreement is a key strategic advancement for Agrovision as we advance on the promise of delivering the world a better berry, year-round,” CEO and Executive Chairman Steve Magami said in the release. “Further, our Yunnan market farming operations will boost the local ag-economy and offer millions of local health-conscious Chinese consumers a premium blueberry that delivers a superior eating experience.”
China’s health-conscious consumer
Consuming healthy food products is now considered a status symbol in Chinese society, says Agrovision, pointing to China Briefing, which finds that 73% of Chinese consumers are ready to pay extra for food deemed healthier and that 58% of the Chinese middle class, aged 20-49, are willing to pay more for ethical brands.
Agrovision’s landmark deal is the result of collaboration with local stakeholders, including the Chinese government, which has been instrumental in establishing the venture and maintains strict sustainable land-use programs, the release said.
The vertically integrated Agrovision continues to increase its China-based operations, having established sales and marketing operations in Shanghai in 2022 and becoming, in recent years, a primary importer of premium blueberries in the market.
Agrovision markets its blueberries to Chinese consumers under the Big Skye label. In October 2023, Agrovision announced its partnership with Chile’s Greenvic to deliver on the Chinese market’s high demand for cherries.
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Agrovision says it has established growing operations and commercial partnerships worldwide with R&D operations in Peru and Mexico.
The company also says its geographic production footprint has been strategically built with year-round premium berry supply in mind. Agrovision supplies consumers in North America, Asia and Europe.
