The 9th Goji Berry Industry Expo opened on June 14 in Zhongning County, Ningxia, highlighting the region's transformation of goji berries from a local delicacy into a global health trend. With over 3,000 hours of annual sunlight and mineral-rich soil, Ningxia produces goji berries of exceptional quality, hand-picked and grown without chemical fertilizers or pesticides, according to Pan Tai'an, chairman of Ningxia Wolfberry Goji Industry Co., Ltd.
This ancient fruit, documented in the Shennong Ben Cao Jing for anti-aging properties, is now a sought-after superfood worldwide. Overseas consumers pay premiums for authentic Ningxia goji berries, driven by their high vitamin C content and antioxidants. To overcome perishability and processing bottlenecks, Ningxia Wolfberry invested six years in R&D to develop ambient-temperature preservation technology for goji puree, setting world-leading standards. Fresh berries are cleaned, pulped, sterilized, and canned within two hours, preserving key nutrients like goji polysaccharides and zeaxanthin.
This innovation has produced over 100,000 tons of goji puree, with sales exceeding 2 billion yuan (about 293 million U.S. dollars), and spurred 50 high-standard production lines across Ningxia. According to the Goji Industry Development Center of the Ningxia Forestry and Grassland Administration, Ningxia's goji marketing network now covers more than 50 countries and regions. In 2025, fresh goji berry output reached 200,000 tons, with the full industrial chain output value exceeding 21.3 billion yuan.
E-commerce leader Ningxia Qilixiang Goji Co., Ltd., founded by three university students with 700 yuan, now exceeds 1 billion yuan in annual sales. The company offers blended purees like goji-ginseng and red date-goji in trendy packaging, operating about 200 online stores. High-value products such as goji seed oil and goji juice enjoy global demand, from New York to London, favored by Hollywood celebrities and premium restaurants.
Quality control is paramount. Ningxia Wolfberry has held organic certifications from North America, the European Union, and Japan for 21 consecutive years, exporting to 33 countries. The industry now embraces a diversified model with goji art galleries, history museums, and experience centers, shifting from selling products to selling culture. This journey mirrors the broader transformation of China's traditional agriculture and the innovative drive of its real economy, as Ningxia goji berries evolve from a niche specialty into a global health and lifestyle brand.
