Ningxia Goji Berry Industry Flourishes Through Brand Narratives and Technological Innovations

While focusing on producing high-quality products, Goji berry enterprises in Ningxia have begun to emphasize telling their own brand stories, driving the high-quality development of the modern Goji berry industry in Ningxia under the guidance of their brands. "Alongside the continuous branding efforts for Ningxia Goji berries and Zhongning Goji berries, the brand value of Goji berry enterprises has also been elevated," said Yang Hui.

Elevating the value of Ningxia Goji berries has been a proactive exploration for enterprises in the market in recent years. In Yang Hui's view, Ningxia Goji berries are not just "ordinary goods"; they are both a continuation of the cultural heritage of Goji berries over the years and embody vivid "formulas" of modern food technology.

Guiding the industry towards deep processing, Goji berry enterprises in Zhongning County have developed more than 100 types of deep-processed products in 10 categories, such as Goji berry pulp and Goji berry peptide, with a processing conversion rate of 35%.

"Take our company as an example. Last year, we developed a new product, Goji berry jelly bars, which can be used as office snacks, innovating the consumption scenario of Goji berries and expanding the consumer base," Yang Hui explained. "This year, the company plans to make breakthroughs in the functional areas of Goji berries, such as dietary fiber."

Behind these breakthroughs lies scientific research support. Liu Juan, Deputy Director of the Zhongning County Goji Berry Industry Development Service Center, believes that technology is the driving force behind industry revitalization, and the autonomous region has also proposed "Science and Technology Empowers Goji Berries." "We suggest that Goji berry enterprises pay attention to investment in scientific research and development, enhance innovation capabilities, continue to exert efforts in the research and development of deep-processed Goji berry products, leverage scientific and technological strength to promote industry development. In addition, we will also focus on nurturing leading enterprises and small and medium-sized enterprises to promote the healthy development of the entire industry," Liu Juan said.

Developing "Six Special" industries such as Goji berries is also a process of sharing value for everyone in the industry chain. The growth of Goji berry enterprises often accompanies the development of surrounding farmers, deeply integrating into rural revitalization with the power of industry revitalization.