Higher standards

In Shanxi, Jixian county's rich loess soil and other natural advantages have been complemented by the latest management and production techniques that help its apples meet domestic and foreign storage, preservation and technology standards, said Yang Chaohui, head of the Apple Industry Development Association of Jixian and chairman of Jixian Hukou Organic Agriculture.

Apple farming covers nearly 19,000 hectares, with annual output of more than 200,000 tons and output value of more than 1 billion yuan.

Most of Jixian's orchards have geographical indication certification and its apples have an estimated brand value of more than 3 billion yuan, according to a research report from the China Fruit Marketing Association and Zhejiang University.

Ding Zhenrong, general manager of Jixian Super Zheng Fruit, said Jixian apples entered Southeast Asian markets a decade ago, with exports subsequently making headway in the US, Australia, Russia and other global markets.

The industry will now have to successfully move beyond COVID-19 and other challenges, like supply-chain disruptions, rising transportation costs and the economic slowdown abroad, Ding said.

The sector also involves at least 90,000 farmers and apple-growing makes up more than 80 percent of per capita rural incomes, according to county figures.