Kingship recently organized a press conference for "KingCherry" and "KingBlueberry" brands, and participated in the 2018 Asia Fruit Logistica (Hong Kong). Wei Shiqi, Director of Global Operations, spoke to Fresh Plaza in a long-distance call. Prior to the interview, Wei explained the highlights of the operation model for Kingship brands. He stated that "Kingship applies business models that are heavy on science and light on capital. Kingship draws on the strength of the most innovative, academic research and development teams in the industry to lower overall production cost and establish innovative, easily reproduced methods with great potential for profit."
"The following aspects of our operations stand out: first, on September 3rd, the Chilean Export Association approved our participation in the Chilean Cherry Committee and the Chilean Blueberry Committee. We also obtained permission to use the symbols of the Chilean Cherry Committee and the Chilean Blueberry Committee in our brand labels. This is an acknowledgement of our effort and our brands. Second, we have our investments in order and ratified. Under the guidance of the Chinese consulate in Chile, Kingship is now one of the few Chinese funded agricultural plantation enterprises in that area. Third, we enjoy the high-opinion of the Chilean government and the support of the Chilean Export Association as we are the first enterprise to implement the "Cooperation Memorandum" that was signed by the Chilean Fruit Export Association and the China Association for Consumer Product Quality and Safety Promotion in May of last year."
Industry specialist gives a speech
"In addition, our Chilean team works on the largest scale and according to the highest standards of all management teams in Chinese funded agricultural enterprises in Chile. We hired 6 managers from the largest and best-known fruit enterprises in Chile, and 9 other team members from the official quality inspection office with specialization in quality inspection technology and fruit product quality and safety specialists from the department that controls management of agricultural production areas in Chile. Our team moves back and forth between cooperation orchards and packaging factories. The team members implement the strictest quality inspection and apply different fruit quality symbols of their own design. We have the highest regard for product quality as can be seen from our involvement in the establishment of national apple and pear quality symbols."
Mr. Li Hanqing (left), board chair of Kingship, and relevant personnel in a group picture
"We currently participate with enthusiasm in preparatory research of fruit quality inspection as carried out by relevant Chilean government departments. We hope to complete a thorough preparation for the strongest fresh fruit supply chain in South America. At the same time, we are in discussion with the China Certification and Inspection Group regarding track & trace services from the production areas in Chile to the final retail stations in China. It is the aim of our team to strive for perfection, thoroughness, and strength in this region of the South American fruit industry."
"We have chosen Chile mainly because of the rich, natural environment, the neighboring nature preserves, and the characteristic capacity to produce off-season fruit. Our slogan is 'We only care about product quality and flavor', and this is also our motto. The establishment of an international high-end fruit brand begins with a thorough grasp on product quality."
Honored guest during the signing ceremony
"Anyone can only guarantee product quality when they have a thorough understanding of scientific plantation, standardized workflow, and complete traceability of every segment of the production chain. All our products now feature a barcode that allows for track & trace services. The main aspects of our innovative, patented track & trace service which provides every agricultural product with a unique code, are as follows: production area information and production information; quality of packaging information; supplement ingredient information; and complete traceability through plantation, processing, packaging, distribution, and retail."
"Generally speaking, track & trace barcodes allow for a connection between the various segments of production, inspection, oversight, and consumption. It allows consumers to understand how products are produced and distributed in accordance with hygienic standards. It is an information management system that puts consumers at ease. The complete oversight of an agricultural product supply chain is made possible by the unique barcode on every package that allows traceability of product quality until the very end."
Kingship announcement poster
"An estimated 85% of our 180 "KingCherry" containers and 40 "KingBlueberry" containers will be sold on markets in mainland China and Hong Kong, while the remaining containers will find their way to the USA and Brazil. Of the 85% of "KingCherry" containers that travel to China, 85% will be transported by sea, while the remaining 15% will be air-freighted. The cherry supply mainly consists of 5 kg packages and 2.5 kg packages, while the blueberry supply only consist of boxes with 12 times 125g packages."
"Kingship has deep roots in the agricultural import and export industry. And in July 2017, the board of directors officially approved the start of investment in agricultural industries overseas. The main target country is Chile and the aim of the project is the overall supply chain that includes high-end fruit plantation, processing, and export, as well as an accompanying service platform for agricultural production in South America. In the months ahead we will focus on investigation and research, and overall arrangement."
"The Chinese consumer market is large. Chile exported a total of 125 thousand tons of cherries to China last year. This was 84% of the total Chilean cherry export volume. These enormous numbers clearly show that Chinese consumers have a taste for the flavor of high-quality Chilean fruit products. Kingship wishes to establish a firm foothold in Chile, and the first step is the cultivation of high-quality fruit varieties. We have hired Dr. Peng Ming, prominent scientist at the Chinese Academy of Tropical Agricultural Sciences, to become the head of research and development at Kingship. He participates in an international distribution structure for cultivation of product varieties to establish a high-end, international fruit brand."
"As for plantation, we carefully investigate and only select high-quality fruit orchards for future cooperation. As for processing and packaging, Kingship adopts such varied measures as renting, partnership, and purchasing to guarantee the highest quality and the lowest price. We only select the world's most advanced packaging factories to cooperate with us and strictly maintain the highest industrial standards from beginning to end."
"We plan to finish the final stage of this project in 2019, but will continue to renew and upgrade our management methods. Our high-quality, international food product brands will increase in line with our investments. We plan to present to the public such brands as KingNectarine, KingAvocado, and KingPlum."