'Hometown of white lotus' promotes fresh produce in Shenzhen

Fresh lotus seeds, a signature product of Guangchang County in Jiangxi Province, officially hit the shelves of Shenzhen's Olé Premium Supermarkets today, marking a new milestone in the 25-year partnership between China Resources Group and Guangchang, known as the "hometown of white lotus in China."

The launch ceremony, held at Yitian Holiday Plaza in Nanshan District, introduced the premium fresh produce to consumers through Olé's high-end retail network. The event also underscored the joint efforts of the state-owned enterprise and local government to upgrade the county's traditional white lotus industry through targeted consumption assistance.

Guangchang has long been recognized for its white lotus cultivation, but the industry has historically centered on dried product processing, which offers limited profit margins. In recent years, in collaboration with China Resources Group and local food enterprises, the county developed a ready-to-eat fresh lotus seed variety prized for its sweet, juicy flavor and crisp texture — a strategic shift from selling dried lotus to offering premium fresh produce.

"Over the past 25 years, we have focused on building a full-industry-chain support system for Guangchang's lotus sector, covering planting standards, processing technology, branding, and nationwide market expansion," said Zhou Liang, an executive from China Resources Vanguard's premium supermarket division. "With this new product launch, Olé will step up promotion through in-store displays, tasting events, and digital campaigns. We also plan to establish direct sourcing bases and develop a wider range of lotus-derived products to generate sustainable income growth for local farmers."

Olé, the high-end retail brand under China Resources Vanguard, has leveraged its nationwide store network, cold-chain logistics, and stringent quality control standards to create a direct supply route from Guangchang's lotus fields to urban supermarket shelves. The company's "Rural Revitalization" consumption assistance initiative has played a key role in bridging quality agricultural products from less-developed regions with urban consumers.

Zhang Dong, a government official from Guangchang County, said the partnership has opened new avenues for the county's specialty agriculture. "By tapping into China Resources' premium supermarket platform, Guangchang fresh lotus seeds have gained a foothold in the high-end fresh produce market. This offers a fresh pathway for branding and commercializing our local agricultural products," he noted. "We will continue to deepen cooperation with China Resources to establish the lotus industry as a pillar of rural revitalization that benefits our farming communities."

According to the organizers, the product is now available at Olé stores nationwide and through online ordering platforms, allowing consumers to enjoy the fresh taste of Guangchang's lotus-growing heritage from the comfort of their homes.