Taichung City Government is firmly committed to promoting overseas marketing of Ponkans grown in Taichung City. This winter marks the first venture into the overseas market with a shipment of three containers with a total of 45 metric tons of Ponkans to Malaysia. The delegation of city government representatives was dispatched to Pullman KLCC Hotel in Kuala Lumpur today (on the december 28th) to hold the “Taichung Ponkan in Malaysia 2023 Media Gathering.” The goal lies in the promotion of sweet, juicy Ponkans among local residents. In addition, the city government partners with RT Pastry, which has fused Ponkans into its pastry products, in the sale of three limited-quantity products, namely Ponkan Cheese Cake, Pound Cake, and frozen custard, to delight the taste buds of consumers and realize zero-distance gourmet experiences. This marketing activity also helps foster bilateral economic and trade exchanges.
Mr. Shi-Wei Liao, the Division Chief, the Marketing and Processing Division, the Agriculture Bureau of Taichung City Government (hereinafter as "the Agriculture Bureau") points out that Ponkans represent one of the main fruit crops and export sales categories of the city. The harvest season lasts from November to January of the following year. The total cultivation area amounts to 1,406 hectares and the annual yield reaches 22,226 metric tons, and the annual yield reaches 22,226 metric tons, with Dongshi, Fengyuan, Beitun, Shigang, Houli, and Xinshe district in Taichung as the main growing areas. Due to the copious rainfall and temperate and pleasant climate, the Ponkan peel is brightly colored, the fruit is plump and succulent, and the particles are pleasantly chewy. Its flesh has a natural sweetness and juiciness with a perfect sour-sweet ratio and a, perfect sour-sweet ratio, and rich nutritional value. The Agriculture Bureau organizes annual Ponkan appraisal competitions to encourage farmers to grow excellent-quality Ponkans and promote and market them through diversified channels.
The Agriculture Bureau further reveals that the dedicated efforts of the Taichung city government, farmers’ organizations in the growing areas, and local farmers over many years have not only boosted domestic sales of Ponkans but have also resulted in an annual export sale volume in excess of 900 metric tons. This year, the main export countries for Taichung Ponkans are Singapore, Malaysia, Brunei, Hong Kong, Japan, and Canada. The City Government respond to the impact of the pandemic by offering ongoing guidance in export sales to farmers’ organizations in the growing areas. Today’s event is the first post-pandemic overseas marketing activity for agricultural products.
The Agriculture Bureau explains that the plump appearance of this succulent fruit symbolizes good fortune and prosperity in Chinese culture, which accounts for its great popularity in ethnic Chinese markets all over the world. The ethnic Chinese market in Malaysia consists of 6.9 million individuals. Starting this year, the Agriculture Bureau prints the “Taichung high-quality agricultural products from Taiwan” trademark on the Ponkan gift box packaging sold to Malaysia by the Farmers’ Association to strengthen the brand image, enhance product recognizability, and ensure worry-free purchases. Local citizens can purchase the first shipment of 45 metric tons of Ponkans from Taichung this winter in all Star Grocer (a Khaishen Trading Sdn Bhd subsidiary) and Whole Foods branch stores. These This fruit represent the perfect gift choice for Chinese New Year.
The event was attended by Mr. Liao Shi-Wei, Division Chief of the Marketing and Processing Division of the Agriculture Bureau, Mr. Liao Ting-Jian and Mr. Fu Yu-Qin, Directors of the Shigang District Farmers’ Association, Mr. James Chang, Director of the Economic Division of the Taipei Economic and Cultural Office in Malaysia, Mr. Kambric Yin, Deputy Director, General of the Taiwan Chamber of Commerce and Industry in Malaysia, Ms. Edmanda Chang, CEO of Khaishen Trading Sdn Bhd, and Ms. Eva Peng, Director of Taiwan Trade Centre Kuala Lumpur. All these VIP guests expressed great interest in this event and sincerely hope that Ponkans from Taichung will fly off the shelves in Malaysia.
Contact person: Mr. Yu at the Agriculture Bureau of Taichung City Government, Tel.: 04-22289111 Ext. 56520