Another Triumph of “Embracing Kashgar Premium Products” Initiative at Xinjiang Famous, Premium and Specialty Products Trade Fair Shanghai 2024
The Xinjiang Famous, Premium, and Specialty Products Trade Fair Shanghai 2024 (referred to as “the Fair”) was successfully held from December 13 to December 16 at the Shanghai International Agricultural Exhibition Center. Continuing with the theme “Explore Xinjiang: A Land of Richness, A Taste of Excellence”, the event showcased a wide variety of Xinjiang’s local agricultural products, allowing the people in Shanghai to taste Xinjiang food right at their doorstep. Enterprises from 14 prefectures, municipalities, and XPCC-related organizations participated in the event, offering special promotions on agricultural products and organizing song and dance performances.
Highlight One: Kashgar cuisine takes Shanghai by storm.
“Hey! Friend! Freshly baked samousa (the Uighur word for baked buns)! Come and try it!” At the Fair, the air is filled with the enticing aroma of exotic foods, as if it were transporting visitors to the bustling streets of Kashgar.
In the food section of the underground floor of the Shanghai International Agricultural Exhibition Center, chefs of Kashgar Juxiang Food Co., Ltd were busy. The naan pit, specially airlifted from Xinjiang, was steaming with warmth, and the fresh mutton, paired with white pearl flour from Shache County, was expertly kneaded, filled, and baked all in one seamless process. “It’s delicious! It’s great!” a lady from Shanghai said, giving a thumbs-up to the camera as she held a freshly baked naan.
The popular Yershari Restaurant in Shanghai set up an electric grill on-site, filling the air with the enticing aroma of mutton skewers and drawing waves of food enthusiasts to stop and line up. A special exhibition zone was established for Kashgar, featuring a total of 37 enterprises presenting a variety of local agricultural products to Shanghai. These exhibitors include prominent enterprises in the agricultural industry, ranging from leading national and regional enterprises to high-quality companies that have earned the prestigious “Pollution-Free Agricultural Product, Green Food and Geographical Indication of Agricultural Product” certification. Notably, many showcased products have earned the “Taste of Xinjiang” certification, a mark of excellence that signifies superior quality, distinctiveness, and exceptional value, representing the finest agricultural products from Xinjiang. The exhibition offers a comprehensive range of products, from grains and oils to livestock, poultry, and fresh and dried fruits, enabling Shanghai residents to purchase authentic Kashgar quality agricultural goods right at their doorstep.
Highlight Two: A feast of fruits and nuts grown in the fertile soil in Kashgar.
At the Kashgar Specialty Agricultural Products Promotion Meeting held during the Fair, 14 enterprises from Shache County, Zepu County, Yecheng County, and Bachu County showcased their distinctive agricultural products respectively. They also presented commodities developed over the years under the “Embracing Kashgar Premium Products” initiative to the sales channel suppliers based in Shanghai.
As for the specialty agricultural products of the four counties in the Kashgar region, Shache County’s “star products” are undoubtedly almonds and Tianshan Snow Pears. As China’s largest almond production base, Shache Almonds enjoy the reputation of being “rare in the world, unique to China.” With plump kernels, thin and soft shells, and a sweet, fragrant flavor, they are a premium choice for hospitality and gifting and are regarded as the “golden fruit” that helps farmers achieve prosperity. Meanwhile, the Tianshan Snow Pear is another iconic product of Shache. Grown at the foot of the Tianshan Mountains and nourished by the snowmelt, this fruit develops unique characteristics under the region’s distinctive climate, featuring paper-thin skin, milky-white flesh, and a refreshingly sweet and juicy taste. It is highly favored by consumers and has become a signature fruit of Shache.
Zepu County promoted Zepu Apple and Zepu Jujube at the Fair. As the largest organic jujube planting base in China, Zepu is renowned for its high-quality jujubes, which are characterized by their large size, small pits, plump flesh, and honey-like sweetness. In addition to these features, the unique fragrant, sweet, and soft texture of Zepu Jujube has earned widespread acclaim.
The specialty agricultural products from Yecheng County are primarily thin-skinned walnuts and “house tooth” sunflower seeds. Renowned for their unique fragrance, crunchiness, and sweetness, Yecheng’s thin-skinned walnuts have shells as delicate as paper that crack open with a slight pinch. The kernels are plump, golden, and rich in nutrients. Recognized by Agro-product Geographical Indications, Yecheng Walnuts not only contribute to export earnings but also help local farmers increase their income and achieve prosperity. Meanwhile, Yecheng’s“house tooth” sunflower seeds thrive in the fertile soil at the foot of the Kunlun Mountains, basking in abundant sunlight and rainfall. These premium seeds are plump, uniform, and carefully roasted to perfection, resulting in a crispy texture and rich flavors, complemented by a unique milky aroma. They are a beloved delicacy among the local population in Xinjiang.
Bachu County is renowned for its four specialty agricultural products. Bachu Lamb comes from flocks freely grazing in 3.16 million acres of pristine poplar forests. The sheep feed on plants such as wild apocynum and tender poplar leaves, with the local saline-alkali soil adding natural minerals that enhance the flavor. This results in lamb that is tender, juicy, rich in nutrients, and uniquely delicious. Kukbayr Melon (also known as “Perfume Melon”) thrives under the distinctive arid climate in the region. Its flesh is vibrant green, plump, and juicy, with a subtle vanilla ice cream flavor. The melon melts in your mouth, releasing an enchanting fragrance. Apocynum Tea is harvested from wild-growing apocynum plants and meticulously processed with traditional techniques. The tea is clear and mellow, offering a rich taste. Known for its benefits in lowering blood lipids and blood pressure, it is both a refreshing beverage and a natural health drink. Wild Mushrooms grow in the mineral-rich soil beneath the poplar forests and come in a variety of species, with tender textures, rich umami flavors, and exceptional nutritional value, making them a rare natural delicacy.
Highlight Three: Promoting consumption with targeted assistance.
To fully leverage the large market and platform of Shanghai, foster production and sales connections, leverage Shanghai standards, and provide Xinjiang with technical support, as well as actively promote investment into Xinjiang and the export of products from Xinjiang, the Shanghai Aiding Xinjiang Agency (a government organization established by the Shanghai municipal government to oversee and coordinate the city’s support efforts for specific regions in Xinjiang), in collaboration with the Shanghai Municipal Commission of Commerce, organized a consumption promotion event on the afternoon of the 13th to promote and sell specialty agricultural products. Unlike previous events, this one featured a selection of about 14 qualified enterprises for on-site promotion and matchmaking. These enterprises, having undergone market training and gained prior experience, are now ready for deeper cooperation with the Shanghai entities, particularly in areas such as raw material procurement and OEM channels, and can meet Shanghai’s market standards.
According to the product characteristics and needs of enterprises, the agency communicated with the Shanghai market entities in advance and organized relevant entities to participate in the event for one-to-one cooperation. The matchmaking event was divided into two sessions. The first session focused on the supply of raw materials and the docking of primary agricultural product providers with Shanghai channel suppliers with procurement needs. The second session focused on promoting enterprises with marketing excellence and docking Shanghai’s established brands with enterprises featuring high-quality foundry capacity to help them develop new products and boost productivity.
Major wholesale market management firms (such as Shanghai Vegetables, Xijiao International, and SAP), supermarket chains (including Lianhua Supermarket, Olé Supermarket, and RT-Mart), and e-commerce platforms (like Dingdong, Benlai.com, and OCJ) actively participated in the event. A total of 14 enterprises from Kashgar, along with nearly 50 Shanghai-based sales channel providers, engaged in the targeted, “one-on-one” matchmaking session, resulting in purchase-intention agreements worth 358 million yuan. It not only enhances the efficiency of partnerships but also paves the way for Kashgar’s specialty industries to access the Shanghai market, ensuring stable sales channels for high-quality agricultural products.
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