Hualien Pomelos Launch at Sam’s Club with Direct-to-Retail Export Strategy

(中央社訊息服務20250909 12:25:42)On September 7, 2025, the Hualien County Government and the Hualien County Farmers’ Association held a shipping and container sealing ceremony at the Huafengtian Packhouse in Fuxing Village, Ruisui Township, officially launching this year’s Hualien pomelo export season. The event represents a significant milestone in expanding Hualien’s agricultural presence in global markets. This year, Hualien not only broadened its export destinations to mainland China, Hong Kong, Japan, Singapore, and Malaysia, but also partnered with retail giant Walmart to place its pomelos directly in Sam’s Club China stores. This direct-to-retail approach allows the Hualien pomelo brand to reach consumers with a high-quality image, opening a new chapter in the county’s international marketing strategy.

Expanded Export Capacity with Direct Retail Access

Hualien is one of Taiwan’s top pomelo-producing regions, with orchards covering approximately one-fourth of the country’s total acreage and an annual yield of around 15,000 metric tons. Hualien pomelos are prized for their uniform shape, delicate texture, and refined flavor, making them a favorite among both domestic and international buyers. In recent years, the County Government has launched the Pomelo Export Aggregation Improvement Plan, introducing standardized and automated practices throughout the supply chain. This includes improvements in orchard management, pesticide application, and packhouse operations. Step by step, these efforts are building a comprehensive quality assurance system, laying the foundation for a more efficient and reliable export model.

Thanks to the efforts of Legislator Fu Kun-Chi, convener of the KMT caucus in the Legislative Yuan, exports to mainland China resumed last year. So far, 19 aggregation centers and 45 supplying orchards have received approval, with an additional 6 packhouses and 58 orchards certified this year—significantly expanding export capacity. A key breakthrough in 2025 is that, after containers pass customs clearance at Xiamen Port, Hualien pomelos are no longer limited to wholesale distribution. Instead, they are being delivered directly to Sam’s Club China locations, with full cold-chain logistics ensuring freshness as they reach first-tier cities such as Beijing, Shanghai, Shenzhen, and Guangzhou. This new model allows the Hualien pomelo brand to connect with end consumers more directly and effectively.

Festival Marketing Expands Brand Value

Alongside export efforts, the County is hosting the 2025 Hualien Pomelo Festival, themed “Pomelo Innovation.” Fifteen local enterprises have been invited to develop cross-industry products that bring pomelo into everyday life in new ways. From late August through October 9, Hualien is partnering with PX Mart to promote Hualien pomelos across more than 1,200 retail locations nationwide. Shoppers who purchase pomelo products can enter receipt-based prize draws, increasing both visibility and consumer engagement. In addition, the Pomelo & Good Greens Market will be held from September 13 to 14 at the Stone Sculpture Plaza in front of the County Hall. The event will feature more than 60 stalls, offering pomelo-infused cuisine, vegetarian dishes, family-friendly activities, and live stage performances. Meanwhile, the Ruisui region is launching light agritourism tours, inviting the public to step into local orchards and experience the full farm-to-table journey. Through these efforts, Hualien pomelo is being reimagined not only as a fruit but as a comprehensive brand experience that integrates lifestyle, tourism, and local aesthetics.

Exports, Branding, and Distribution: A Unified Global Strategy

Hualien County Mayor Hsu Chen-Wei stated that this year’s achievements in export shipments, Walmart retail cooperation, and festival marketing all showcase the purity and global potential of Hualien agriculture. She thanked farmers’ associations, international retail partners, and trading companies for their support, and emphasized that the County will continue pursuing a three-pronged strategy of exports, branding, and channels to deepen international reach. The goal is to make Hualien pomelo a flagship example of premium Taiwanese produce recognized around the world.

Guests in attendance included Legislator Fu Kun-Chi, Hualien County Councilor Chung Su-Cheng, Agriculture Department Director-General Chen Shu-Wen, Hualien County Farmers’ Association Chairman Lu Lu-Chun and Secretary-General Wu Kun-Ju, Managing Supervisor Yu Kuo-Chi and board members, and Ruisui Township Farmers’ Association Secretary-General Huang Sheng-Huang, among others.