Small cities in focus for fresh fruit giants(3)

Local models

Benlai Group, one of Zespri's key channel partners, underscores the strategic alignment between global brands and China's evolving fresh produce market.

"Chinese consumers now assess value based on whether a product supports health and offers enhanced nutritional value," said Zhang Yujing, general manager of Benlai's marketing center. "That's a fundamental shift from just looking at price or freshness."

Since its founding in 2012, Benlai has prioritized direct sourcing and origin-based supply, working closely with brand owners to bring transparency and quality assurance to consumers. Zhang believes global fresh food brands can serve as role models for China's still-developing agricultural branding landscape.

"There's still a long journey ahead for branding in China's agricultural sector," Zhang said. "The focus now is on improving standardization, leveraging smart agriculture and better understanding consumer needs across the value chain."

Both Driscoll's and Zespri are confident of their long-term prospects in China.

Zespri aims to double its standard box sales volume in China by 2029, compared to 2024 levels. Meanwhile, Driscoll's plans to continue expanding berry category awareness and introducing improved fruit varieties tailored to Chinese tastes.

"China remains one of our most important growth markets," said Yoon. "The speed of change here is unlike anywhere else. From infrastructure to digital platforms, everything is evolving — and we're evolving with it."

The road to growth in China's fresh fruit market lies not only in offering premium products, but also in building cultural resonance, local partnerships and trust with health-conscious consumers at every level of the market, said Zhang of Benlai.