Goodfarmer and Syngenta join forces to launch co-branded vegetables
Syngenta Group China signed a vegetable grow-to-order agreement with Shandong Goodfarmer International Trading Co. Ltd. The planned cooperation is to include planting to order, the construction of a MAP beSide whole industry chain center, and the MAP beSide end-to-end quality control and origin tracing program. Goodfarmer has expressed its intention to build on its existing foundation of vegetable exports and expand its domestic vegetable distribution within China, establishing its Baocai (“Treasured Vegetables”) brand. The company will devote its efforts toward building a brand of safe, healthy, premium-quality vegetables, with major products including fresh ginger, garlic, pumpkins, chili peppers, sweet corn and cauliflowers. Syngenta’s MAP program in China will commence grow-to-order operations for certain vegetable varieties based on Goodfarmer’s demand, such as Syngenta’s exclusive colored cauliflowers, the premium Cupola sweet corn variety and a unique pumpkin variety. The colored cauliflowers are currently selling well among Hema X members, and the pumpkin and sweet corn varieties are due to hit the market in February and March, respectively.
The two parties intend to jointly build whole industry value chain centers at superior growing sites, with a garlic-specific center planned for Heze in Juye County, Shandong province, as an initial pilot. Subsequent gradual expansion is planned for other growing areas. Both companies will also strengthen their cooperation on the MAP beSide end-to-end quality control and traceability program and concentrate their publicity efforts for end-point brands, boosting the promotion of both Goodfarmer’s brands and MAP beSide-backed brands and raising the value and quality endorsement of the products. The Syngenta Group currently forms the core of Sinochem Holding’s life sciences segment and consists of four business divisions: Syngenta Crop Protection, Syngenta Seeds, ADAMA and Syngenta Group China. The group has operations spanning more than 100 countries and territories worldwide.