Chu Orange in Yunnan

Chu Oranges

Chu Oranges, also known as Ice Sugar Oranges, are a type of sweet orange renowned as a famous specialty of Yunnan. They are celebrated for their thin skin and sweet taste with a hint of acidity. Named after Chu Shijian, the former chairman of Hongta Group, who was known as the “King of Tobacco,” these oranges have gained widespread popularity.

Chu’s Agriculture

Founded by Chu Shijian, Chu’s Agriculture is dedicated to fruit cultivation using modern agricultural techniques and standardized management systems. The company also focuses on the research and development of high-quality fruit varieties, planting techniques, advanced processing technologies, and craftsmanship. It boasts well-known brands such as “Chu Orange” and “Yunguan Orange.”

Chu Orange

In 2002, Chu Shijian planted the first batch of Ice Sugar Oranges in Gasa Town, deep in the Ailao Mountains, and named them Chu Oranges. Through years of meticulous cultivation, Chu Oranges became known for their thin skin, juicy flesh, ideal sweet-to-acid ratio, and delightful taste. They have earned a stellar market reputation and have become one of the most beloved sweet orange brands in Asia. By 2017, Chu Oranges achieved an impressive annual revenue of nearly 300 million yuan.

Yunguan Orange

In 2015, the Chu Orange team began developing the Longling production base, covering an area of 10,000 acres. The new generation of Chu Orange farmers adopted the standardized management of Chu Orange orchards, adapting it to local conditions to create the new brand “Yunguan Orange.” In 2017, a key provincial academician workstation was established at the Longling base, led by Deng Xiuxin, an academician of the Chinese Academy of Engineering, chief scientist of the modern citrus technology system, and president of Huazhong Agricultural University. This scientific planting technology boosted the project’s progress, and by 2019, the base had achieved a production output of 6,000 tons, with 3,000 tons of selected finished products, achieving a 50% yield rate.

Establishment of the Plantation

In June 2003, Chu leased 134 hectares (330 acres) of land in Xinping County and hired 300 employees. He applied the same management principles that had led to his earlier success with Yuxi Tobacco. These included emphasizing quality over quantity and linking workers’ income to the company’s profits. As the company grew, his employees were able to earn several times the average local wage.

Marketing and Success

Chu used the Internet to market his “Chu Oranges” nationally, appealing to wealthier customers who were willing to pay higher prices for a premium brand perceived as nutritious and safe. The company quickly became highly successful, selling 10,000 tons of oranges a year by 2013. Chu’s innovative approach and focus on quality made his oranges a sought-after product across China.

Expansion into Ecotourism

Chu also developed his orange plantation in the Ailao Mountains into an ecotourism resort. This diversification helped to further solidify the brand’s reputation and provided additional revenue streams.

Leadership Transition

On 17 January 2018, his 90th birthday, Chu appointed his son Chu Yibin (褚一斌) as the chief executive officer of Chu’s Fruit Company Limited, while he retained the title of chairman. This transition ensured the continuity of the company’s operations and its values.

Legacy

Chu’s Agriculture has built its brand over more than a decade with dedication and craftsmanship. Despite its illustrious history, it continues to move forward with a farmer’s heart, striving for excellence in every step.