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'Super veggies' spread their sales routes

Advances in technology, improved logistics, cold storage make produce more widely available

By LI YINGXUE | CHINA DAILY | Updated: 2026-04-07 07:04
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A farmer holds his freshly harvested Chinese toon shoots in Qujing, Yunnan. WANG JIANG/FOR CHINA DAILY

What's in your pot?

Private chef Xu Jie, 45, a native of Changzhou, Jiangsu province, has lived in Beijing for over a decade. Every spring, she hungers for the flavors of her hometown.

On a recent afternoon in her Beijing studio, a clay pot was gently simmering. Inside was a carefully prepared "winter-to-spring rice" — a mix of fresh broad beans, bamboo shoots, morel mushrooms, and leafy greens, paired with fragrant cured pork and Chinese sausage, and garnished with delicate white jasmine blossoms.

Every ingredient in this dish — steeped in memories of Jiangnan, the region to the south of China's Yangtze River — came from online fresh food platforms.

"When I first arrived in Beijing, the selection of seasonal spring vegetables in local markets was extremely limited," Xu recalled. "But in recent years, as soon as spring arrives, I can find the full spectrum of hometown produce online."

She has even discovered regional specialties, such as Liyang water celery and fresh Chinese toon shoots, on e-commerce shelves. "Chives at this time of year carry a unique vitality — a gift that only this season can bring."

In a single week in early March, JD.com reported that searches for Chinese toon shoots surged 187 percent month-on-month, bamboo shoots rose 152 percent, while broad beans and asparagus increased by 67 percent and 50 percent respectively.

Platforms are also aligning their offerings with China's "24 solar terms", creating a digital calendar of seasonal consumption.

On March 20, Spring Equinox, Meituan's Xiaoxiang Supermarket launched peeled bamboo shoots, fragrant oolong tea, and crisp green jujubes sourced from Fujian province, and live crayfish, merging agricultural seasonal rhythms with instant modern retail.

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