Product Offerings
Product Categories:
fruits and vegetables, agricultural products
Products:
Fresh Fruits, Fresh Vegetables
Product Gallery:
Beijing Pangnongxing Agricultural Products Production and Marketing Professional Cooperative is a Beijing-based agricultural collective focused on the production, marketing, and regional distribution of fresh agricultural products. Operating under the consumer-facing brand Xiaoxi Farm (小溪农场), the cooperative plays a vital role in promoting local, traceable, and sustainable agriculture within China’s capital region.
Core Business Model and Operations
As a registered agricultural cooperative, Pangnongxing functions as a vertically integrated organization that unites small and medium-scale farmers in the Beijing area. The cooperative’s core services include:
- Production coordination of fruits, vegetables, grains, and eggs
- Brand development and direct marketing through Xiaoxi Farm
- Community-supported agriculture (CSA) programs
- E-commerce distribution through their official website and third-party platforms
By organizing farmers under a unified operational and quality standard, Pangnongxing ensures both product consistency and fair pricing mechanisms for producers.
Xiaoxi Farm: Consumer Brand Identity
Under the Xiaoxi Farm brand, the cooperative sells directly to urban consumers seeking:
- Fresh and traceable produce
- Free-range eggs and seasonal vegetables
- Subscription-based farm boxes for weekly delivery
- Additive-free processed goods such as pickles, sauces, and herbal products
The brand emphasizes transparency, environmental sustainability, and a return to “authentic countryside food” (原生态农产品).
Geographic Focus and Market Reach
- Base of operations: Rural outskirts of Beijing Municipality, serving both urban and peri-urban consumers
- Distribution zones: Primarily Greater Beijing Area, with some outreach to neighboring provinces via online sales
- Customer base: Individual households, community organizations, and small restaurants that prioritize local sourcing
Supply Chain and Logistics
Pangnongxing operates a farm-to-table logistics model that includes:
- Direct harvest coordination and centralized collection
- Cold chain packaging and short-haul delivery
- CSA membership logistics for recurring deliveries
- Product tracking and inventory through in-house digital systems
This efficient distribution system minimizes spoilage and allows for rapid delivery of perishable items.
Product Quality and Certification
While not explicitly stated, many cooperatives under Beijing’s regional food governance structure participate in programs requiring:
- Food origin traceability systems
- Soil and pesticide residue testing
- Local safety certification labels monitored by municipal agriculture departments
Xiaoxi Farm has earned recognition for adhering to ecological farming standards and maintaining transparency in sourcing and handling.
Innovation and Consumer Engagement
The cooperative leverages digital engagement and community outreach to grow its consumer base:
- Official website (xiaoxifarm.cn) for product listings and farm updates
- Educational farm tours and seasonal events to build community trust
- Social commerce integration through WeChat Mini Programs and live-stream marketing
These tools support a hybrid e-commerce and relationship-based sales approach, particularly popular with middle-class, health-conscious urban residents.
Challenges and Opportunities
Strengths:
- Established direct-to-consumer brand in Beijing
- Stable farmer network ensuring consistent supply
- Alignment with national rural revitalization and food safety policy initiatives
Constraints:
- Limited national presence due to regional focus
- Heavy dependence on localized logistics infrastructure
- Competition from larger online fresh produce platforms
Strategic Impact
Beijing Pangnongxing serves as a model cooperative that aligns with China’s push for:
- Rural economic empowerment
- Food security and traceability
- Green agriculture and low-carbon food systems
Its operations contribute to urban–rural integration, consumer trust in local food, and sustainable farming livelihoods in peri-urban Beijing.
Major Achievements
- Successfully launched and maintained a multi-year CSA program
- Developed a recognized and trusted regional brand—Xiaoxi Farm
- Integrated direct online sales channels into traditional cooperative farming
- Participated in Beijing’s municipal agriculture promotions and farmer e-commerce training programs
Beijing Pangnongxing Agricultural Cooperative exemplifies how smallholder collectives can compete in urban markets by adopting modern branding, e-commerce logistics, and consumer transparency without compromising traditional farming values.