Zhongxian county in Chongqing, an ideal citrus cultivation base with a history spanning two millenniums, has transformed into a thriving hub of the citrus industry over the years. It now boasts a comprehensive citrus industrial chain and a future ripe with promise.

"We are striving to elevate the citrus industry to higher levels and to establish the region into a nationally and globally renowned citrus city," said Tian Changzhong, deputy head of the county.

According to local authorities, by 2023, more than 200,000 dedicated local fruit farmers had expanded Zhongxian's citrus groves to over 24,333 hectares, generating a remarkable output value of 5 billion yuan ($690.66 million). The county is also home to China's largest NFC (not-from-concentrate) citrus juice processing center, a marvel of modern technology that processes 200,000 metric tons of juice each year.

The local citrus brand — Zhong Citrus — has been granted national geographical indication protection certification, increasing its brand value to approximately 10.59 billion yuan.

In 2008, Zhongxian was designated as the "Citrus City of China "by the China Fruit Marketing Association.

Zhongxian's citrus cultivation dates back over 2,000 years to the era of Emperor Wu of the Han Dynasty (206 BC-AD 220). Situated in central Chongqing and at the heart of the Three Gorges reservoir area, the county is cradled by rolling hills and nourished by the Yangtze River, providing a perfect natural environment for the citrus.

However, during the initial cultivation phases, local citrus varieties were limited, traditional cultivation methods were outdated and economic benefits were minimal.

The industry saw a major transformation in 1997 with the introduction of foreign investment and a collaboration with the Chongqing Three Gorges Construction Group.

"The implementation of the Three Gorges citrus industrialization project signified the official advancement of the local citrus industry into a new stage of modernization and large-scale development," said Li Hao, director of the local agriculture and rural affairs committee.

Li noted that from 1997 to 2010, Zhongxian transitioned from cultivating citrus fruits to focusing on deep-processing activities such as juice production. The varieties used for processing include the Hamlin orange and the Olinda Valencia orange — introduced from the United States — as well as locally developed varieties.

The county also began a major agricultural reform effort in 2011 to enhance the quality and market appeal of its citrus by introducing fresh, high-quality varieties through supply-side structural changes.

Notably, Chongqing Paisenbai Orange Juice Co, a local pillar enterprise in the industry, established China's first NFC citrus demonstration production line in 2004. The company now maintains an extensive resource bank with 398 varieties of citrus and sets the national standards for non-reconstituted orange juice in China.

In addition to a large number of job opportunities and a combined additional income of 65 million yuan created by the company, farmers have also benefited from the Three Gorges orange countryside rural complex project implemented by the local government in the county's Xinli township in 2020.

As the citrus industry flourished, Zhongxian aimed to integrate its primary, secondary and tertiary industries into a unified development model that extended beyond agriculture. The comprehensive project combined ecological preservation with leisure and wellness activities.

"My family has been growing citrus for two generations. We used to grow them just for our family consumption, but now they've become our 'golden fruit' and bring fortune to us," said Lin Zhoucai, a fruit farmer from Xinli.

Thanks to current citrus cultivation and an agritourism initiative led by the project, the family's income has doubled.

Statistics showed that the citrus industry in Zhongxian has uplifted over 200,000 farmers, significantly increasing their incomes and improving their livelihoods, local authorities said.

Earlier this year, in order to expand new sales channels and attract more young customers, local county officials also participated in a livestreaming promotional event for citrus products.

To sustain and accelerate growth, the local government has made significant investments in technological empowerment by establishing a citrus research platform, a citrus innovation research center and a trial base for new citrus varieties. The county has also prioritized the development of local talent by creating a comprehensive citrus technology talent pool that involves researchers, agricultural technicians and experienced farmers.

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