The Department of Agriculture and Rural Affairs of Hainan Province has recently unveiled the provincial "Hainan Premium Produce" brand directory, which includes a total of 108 enterprises. Additionally, 20 companies that received brand authorization for 2025 have been simultaneously incorporated into this year's listing. Among those selected, 10 subsidiaries of the Hainan State Farms Group have successfully secured positions on the directory, bringing with them 10 sub-brands that will now benefit from provincial-level regional public brand endorsement.
The selected subsidiaries and their respective sub-brands span a diverse range of product categories, including tea, coffee, tropical fruits, livestock and poultry products, pepper, and coconut-based beverages. The roster features Hainan Baisha Tea Company with its "Baisha" brand green tea, Hainan Moushan Coffee Company with its "Moushan Coffee" product line, and Hainan Wushi Farm Company with "Wushihong" green oranges. Also included are Haikou Dongchang Pepper Company with its "Changnong" pepper, Hainan Haijin Yijia Animal Husbandry Company with "Haidao Fudan" eggs, and Hainan Huiyin Industrial Company producing "Huiyin" coconut water and coconut juice. Completing the selection are Hainan Ruixiang Company with "Haidai Ruixiang" pineapples, Hainan Hongming Farm Company with "Hongminghong" lychees, Hainan Caoxu Pig Industry Company with "Hainken Fuzhu" black pigs, and Hainan Caoxu Technology Company with "Kenhe" purebred black-haired Wagyu cattle.
This milestone marks a significant achievement in the brand development of specialty agricultural products from the state farm region. With the backing of the "Hainan Premium Produce" public brand, the group intends to further consolidate its product quality foundations, strengthen its tropical high-efficiency agricultural industry, and promote premium pricing for its farm products. The initiative aims to enhance the market competitiveness and brand influence of these specialty items while supporting the broader high-quality development of Hainan's tropical agriculture sector.
"Hainan Premium Produce" stands as one of the province's most important regional public agricultural brands. The provincial agricultural authorities have urged all municipal and county departments to intensify their support for brand cultivation, conduct thorough guidance and research, and summarize replicable brand-building strategies. Those managing brand development are encouraged to pursue excellence, strictly uphold product quality standards, refine management systems, strengthen industrial chain integration, and enhance brand operation and protection capabilities to further elevate the reputation of Hainan's quality agricultural offerings.
Under the management framework, the provincial department applies dynamic oversight to the "Hainan Premium Produce" brand, conducting continuous tracking and assessment alongside regular on-site inspections. Should any brand development initiatives progress too slowly or authorized enterprises be found engaging in illegal or non-compliant activities, their directory qualifications will be revoked upon verification.
The application process for this brand directory strictly adhered to the guidelines stipulated in the "Hainan Premium Produce" Regional Public Brand Authorization Management Measures (Trial) and the official notice for the 2026 brand directory application cycle. Following the expiration of authorizations for 90 enterprises from 2023 and 2024, a comprehensive re-application process was initiated. Through multiple procedural stages, including independent market entity applications, reviews and recommendations from municipal and county agricultural departments, and expert evaluations, the final list of 108 enterprises was confirmed, with the 20 companies already authorized for 2025 also incorporated.