New harvest of South African Clemen Gold officially entered the Chinese market

China is a large consumer of oranges and tangerines. The Clemen Gold from South Africa perfectly complements the Chinese market during a slow period in the summer months. The new season of

Clemen Gold has officially begun
On the 15th of July, Fruit Day and Clemen Gold jointly hosted a news conference to inspect the South African Clemen Gold and celebrate their arrival on the Chinese market. Mr. Abraham van Rooyen, founder of Clemen Gold, shared an online video in which he wished all the best for this cooperation. Ms. Huang Jing, spokesperson for Fruit Day and City Supermarket Fruit Supply Chain, and various honored guests were on-site to witness the official opening of the 2021 Clemen Gold season together.

Clemen Gold founder Mr. Abraham van Rooyen shared his best wishes in an online video

The Clemen Gold enjoys abundant sunshine in South Africa and meets all the expectations consumers have of this tangerine. Growers of Clemen Gold specifically selected 60 farms in South Africa with a total surface area of more than 4,000 hectares where more than 1,400 employees work hard to guarantee four months of steady supply every year.

The 2021 Clemen Gold season has officially begun

The Clemen Gold is a high-end fruit product and is therefore subject to a strict selection process. Only about 15%-20% of the mature fruit is selected and then packaged as Clemen Gold. All of the mandarins are naturally ripened, their color is uniform, and the sweetness is very high (around 12% and higher). Furthermore, sweet and sour flavors are perfectly balanced in this thick-skinned mandarin variety.

Brand formation can swiftly open the Chinese market for Clemen Gold

ANB Investments, a South African company, initiated a unique brand formation strategy to speed up the development of Clemen Gold in the Chinese market and satisfy the growing demand of Chinese consumers for high-quality, soft citrus fruits. ANB Investments established a series of ‘Gold’ brands for their citrus products, including Clemen Gold for their mandarins. They invested excellent brand management, cultivated a brand reputation, and established a brand ecosystem, of which Clemen Gold is a well-known example.

In the 16 years since the establishment of the Gold brand, Clemen Gold has become a highlight on the shelves of supermarkets in more than 30 countries around the globe. The Clemen Gold is one of the most popular mandarin brands in the world. And in China too their sales volume grows every year. Clemen Gold first entered the Chinese market in 2013 with an export volume of 8 shipping containers. This year more than 1,000 shipping containers of Clemen Gold arrived in China. The swiftness of this expansion is astonishing. Chinese consumers have a strong demand for high-quality citrus fruit, which offered Clemen Gold excellent development opportunities. The production volume of Clemen Gold is estimated at 45,000 tons this year, and around 20,000 tons are destined for the Chinese market. That is nearly half the Clemen Gold production volume.

Cooperation with Fruit Day for brand formation
Mr. Abraham van Rooyen, founder of Clemen Gold, had the following to say about the new Clemen Gold season in China: “We continuously innovate and invest in the development of new product varieties, retail management, and brand formation, to make sure that Clemen Gold mandarins reach the highest quality standards. In the last few years we have quickly expanded in the Chinese market. China is already the most important export market for Clemen Gold mandarins. In Fruit Day we have found a strategic partner with strong brand capacity and specialized import and marketing expertise. We hope to work together with Fruit Day for a long time to come and together introduce even more new products to the Chinese market.”

Clemen Gold mandarins are on display on the online and offline shelves of Fruit Day

The rise in consumer power in the last few years went hand in hand with changing consumption patterns. Brand formation has become one of the most efficient ways forward. Fruit Day has developed several popular high-end brands, such as ‘Aksu Bingtang Apples’ and ‘Mr. Orange’.

“China is a large consumer of citrus fruit, and we are looking across the globe for high-end citrus fruit brands that can satisfy the consumer demand in China. Clemen Gold is a well-known global brand that stands for product quality, stability, and sufficient supply volume. We began a long-term cooperation with Clemen Gold exporter Core Fruit in 2019. Together we promote that brand in the Chinese market, and we hope to explore even more opportunities for brand formation in the coming years.”

This year’s Clemen Gold mandarins are already available in the online and offline stores of Fruit Day and City Supermarket.


Source: Fresh Plaza