Waxberry sales are promoted via livestreaming in Taizhou, Zhejiang province. [Photo/taizhou.com.cn]

A sales matchmaking fair for "Zhejiang Agricultural Excellence" and "Tai Jiu Xian" brand promotional event took place on June 19 in Wenling, a county-level city in Taizhou, East China's Zhejiang province, attracting 68 agricultural enterprises from across the province and over 30 domestic buyers.

The event resulted in signed deals totaling 245 million yuan ($34 million), expanding the market reach of Taizhou's distinctive local specialties.

During the event, booths featuring prized local products like Sunshine rose grapes, Wenling watermelons, Xianju waxberries, and Dacheng yellow croaker drew steady attention from visitors and buyers.

"We want to use this platform to promote Taizhou's seasonal fruits and increase brand awareness for local agricultural products," said Zheng Xiude, president of the Taizhou Agricultural Products Marketing Association.

Since it began in April 2024, the Zhejiang Agricultural Excellence program has held several regional exhibitions and cultivated umbrella brands like Tai Jiu Xian. The initiative has boosted the visibility of regional specialties.

By combining local strengths, Taizhou has built a unified brand under Tai Jiu Xian, with a focus on collective promotion. In 2024, the city's agricultural e-commerce sales reached 8.7 billion yuan, with over 40 percent contributed by the Tai Jiu Xian brand.