A new global brand vision for Wushan Crispy Plums, one of the high quality 
speciality fruits growing in Wushan Mountain, Southwest China, was released 
Monday during a culture event jointly organized by Chongqing Municipal 
Agriculture and Rural Committee and the Wushan County government in Beijing.

The new vision makes an organic combination of elements including mountains, 
waters, childhood, and plum picking-up, telling a vivid brand story. Three new 
packaging designs are also released, to cater for different consumer needs.

Located in the heart of the Three Gorges Reservoir Area, Wushan Mountain is the 
"East Gate" of Chongqing Municipality. It is situated at 30 degrees north 
latitude, traversed by the Yangtze River from east to west. Its unique 
ecological conditions make the maturity of Wushan Crispy Plums last from late 
June to the end of August, covering more than 50 days, which is about twice as 
many as that of other plum varieties.

Agricultural experts believe that the height of Wushan Mountain, which spans 
from 180 to 1,000 meters above sea level, the deep red sand soil layer with 
moderate acidity and alkalinity, and the humidity and gas permeability all 
guarantee outstanding quality for plums. According to professional testing, 
Wushan Crispy Plums, with juicy flesh, crispy and tender texture, and 
delightful fragrance, are rich in a variety of amino acids, high in vitamins 
and antioxidants, and can thus be called "an edible beauty product".

Wushan County has a history of plum cultivation spanning nearly one thousand 
years since the Tang and Song Dynasties. In recent decades, as its planting 
technology has been continuously optimized, Wushan Crispy Plums have won a 
number of national qualification certificates, including the "Agro-product 
Geographical Indications" and the Gold Award for plums, which grant the 
reputation of the "Hometown of China's Crispy Plum" to Wushan County. 
Professional institutions estimated the brand value of Wushan Crispy Plums to 
be at 1.334 billion yuan, ranking first in all national plum varieties.

Wang Congping, director of the Agricultural and Rural Committee of Wushan 
County, said that the county will continue to exert its efforts in large-scale 
planting, scientific and technological management, brand building, and 
marketing, so as to consolidate the brand connotation of Wushan Crispy Plums 
and make it the first plum brand in South China. 

SOURCE: Wushan County Government