Xinghua Health Food Industry Research Institute. [Photo provided to etaizhou.gov.cn]
Capitalizing on its reputation as "China's leading county for river crab farming and dehydrated fruit and vegetable processing", Xinghua in Taizhou, Jiangsu province, has cultivated a unique cluster of small and medium-sized enterprises that are driving growth in the health food industry.
The health food specialty industry cluster in the city integrates four major processing sectors: condiments, rice, fruits and vegetables, and aquatic products. This creates a comprehensive industrial ecosystem where companies along the supply chain have specific roles and interdependent relationships, generating robust developmental momentum.
Upstream raw material companies lay a solid foundation for the industry. Enterprises like Bright Natural Rice and Wudeli Flour ensure a stable supply of high-quality raw materials to downstream processing companies.
Midstream processing companies delve into niche markets. For instance, Xiefeng Agriculture specializes in the deep processing of hairy crabs, transforming low-value leftover crabs and early-maturing crabs into premium products like crab roe paste and drunken crabs.
Downstream end-product companies capitalize on the full industry chain advantage to expand their markets. Companies such as Anjoy and Chang Pai Food have popularized their prepared dishes throughout the Yangtze River Delta region, while Gidley has built a comprehensive presence across sales channels. Xinghua's condiments consistently rank among the top sellers on e-commerce platforms, driving quality improvements and upgrades across the entire industry chain.
At this new starting point, the Xinghua health food specialty industry cluster focuses on innovation as its core driving force. It aims for high-end, intelligent, green, and branded development while steadily advancing toward the ambitious goal of establishing a 100 billion yuan ($14.72 billion) health food industry cluster.
Currently, the Xinghua compound condiment and specialty agricultural product deep-processing industry cluster includes 89 high-quality enterprises that cover the entire industry chain. "Xinghua Condiments" has been recognized as a A Chinese regional brand of consumer quality for 2025, marking the first time a regional brand in Taizhou has received this distinction.