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​Pond to table model drives Rugao snakehead company's growth

en.nantong.gov.cn| Updated: July 16, 2021 L M S

Jiangsu Hongjiu Aquatic Products Co is a leading snakehead producer located in Rugao Economic and Technological Development Zone, Nantong, East China's Jiangsu province, which has achieved impressive business growth by developing a complete industrial chain independently.

To date, the company has expanded its presence to more than 30 cities in the Yangtze River Delta and Pearl River Delta regions, where it owns over 40 large and medium-sized wholesale outlets. The company has also reached cooperation agreements to be the supplier to chain catering brands like Hefu-Noodle and Anjoy Foods. Its annual sales have exceeded 1.5 billion yuan ($232.26 million).

A self-supported complete industrial chain has been the key to Hongjiu's success. The company has constructed a fish farm and has contracted it out to farmers, to whom it provides all materials, including snakehead fry and fodder, as well as other services, such as breeding technologies, deep processing, marketing, and distribution.

This practice covers every part of the snakehead industrial chain from pond to table, ensuring that all its products are of the same high quality.

In addition, financial services, such as credit loans and insurance, are also available to help farmers with their economic problems. In 2019, the company offered 26.5 million yuan worth of loans in total and its credit limit increased to 50 million yuan in 2020.

The daily sales of snakeheads have hit a maximum of 50 tons thanks to the new business model, according to Fan Cunguo, president of the company.

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