Caixin
May 21, 2013 07:40 PM

An Investment Company Tries Its Hand at Farming

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(Beijing) – An increasing numbers of Chinese consumers are willing to pay more for high-quality food as their living standards improve.

This development has not gone unnoticed by the agriculture industry and investment company Legend Holdings Ltd., which created a subsidiary called Joyvio Group in August 2012 to send into the fields.

On May 8, Joyvio introduced a brand of premium agricultural products. Its blueberries went on sale that day, selling for nearly 30 yuan for a 125 gram box in a high-end supermarket in Beijing. The company's kiwi fruits will reach stores in November, a company source said.

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