At the Baiqiao Service Area on the Baomao Expressway, lychees and dried longans bearing the bold "Xin" (Trust, 信) label line the specialty goods counter. A quick scan of the QR code reveals everything from the producer to quality reports—highlighting Gaozhou's commitment to building trustworthy agricultural brands.
Gaozhou, a county-level city in Maoming, western Guangdong, recently released its 2024 licensing list for the "Xin" public brand, with 21 products—such as lychees, longans, peanut oil, and mooncakes—approved under the label. Sixteen local enterprises were authorized, the highest among all districts in Maoming. Each will receive government incentives to support standardized production, digital traceability, and market expansion.
Originally launched in Xinyi, another county-level city in Maoming, and elevated to a Maoming city-level brand in 2024, "Xin" promotes quality and trust in local agriculture. Gaozhou responded with 10 targeted support measures, offering customized guidance for key industries. According to Fengsheng Food General Manager He Dawei, sales of "Xin"-labeled lychees are expected to reach 25 million yuan this year, up 15% year-on-year.
The brand enforces strict entry standards, requiring traceability with "two labels, one code, one certificate, and one checklist." Out of 81 applicants in the second round, only eight were approved. Gaozhou now has two offline flagship stores, with 10 more companies applying—signaling growing momentum behind regional public branding.
Reporter: Ye Jie
Photo: Fengsheng Food
Editor: Liu Lingzhi, James, Shen He
