Imagine the culinary possibilities when Saudi dates combine with Henan's sophisticated food processing techniques. Chinese food company Haoxiangni provides an answer: innovative products that cater to local tastes while being suitable for re-export to their countries of origin. This represents more than simple product trade—it's a new international pathway of "bringing in" and "going out."
1. Haoxiangni's Middle East Strategy: Perfect Fusion of Technology and Ingredients
Haoxiangni is actively expanding into Middle Eastern markets, with its new product "Energy Pouch" serving as an excellent example. This product skillfully combines premium ingredients including red dates, Saudi dates, almonds, cashews, pistachios, and dried apricots, delivering a soft, sweet texture that highlights the authentic flavors of each component. Another product, millet crisps, incorporates flaxseeds, sunflower seeds, oats, and butter to create a crunchy, healthy snack that meets consumer demand for nutritious options.
The Saudi date, one of the core ingredients in "Energy Pouch," is known as "desert bread" and is a staple food in the region. The development of millet crisps involved collaboration with Swedish universities to precisely understand local consumers' preferences for healthy snacks. These products' success stems from Haoxiangni's innovative "industry-education integration" model, which combines industrial parks with academic institutions to achieve two-way technology and talent exchange.
2. "Technology + Model" Global Expansion: The Core of Haoxiangni's International Strategy
Shi Juling, Vice President of Haoxiangni and member of Henan Provincial Committee of the Chinese People's Political Consultative Conference (CPPCC), emphasizes that the company's international strategy goes beyond product exports—it includes technology and business model exports. Haoxiangni has focused on the red date industry chain for years, promoting deep integration across primary, secondary, and tertiary industries:
- Primary industry: Strengthening planting cooperation and standardized grading through partnerships with premium growing regions to ensure quality and stable supply.
- Secondary industry: Enhancing deep processing capabilities and quality management with advanced production technologies and equipment to meet international standards.
- Tertiary industry: Expanding high-frequency consumption scenarios through "date+" innovations while strengthening brand health messaging and youth-oriented marketing.
The company plans to replicate its successful industry-education integration model overseas, fostering local industry development and talent cultivation while leveraging its technological and production advantages for mutual benefit.
3. Henan's Food Industry Transformation: From "China's Granary" to "Global Brand"
As China's agricultural powerhouse and food processing leader, Henan maintains annual grain production exceeding 130 billion pounds, accounting for one-quarter of the nation's wheat output. Its modern food industry cluster has surpassed one trillion yuan in scale, featuring specialized clusters like Zhengzhou's frozen foods and Luohe's meat products. The rise of industry leaders including Shuanghui, Sanquan, and Mixue Ice Cream & Tea marks Henan's transition from "China's granary" to "the nation's kitchen."
However, Shi notes that global food competition has entered an intense brand-focused phase. Transforming Henan's food industry into internationally recognized brands represents both a solution to development bottlenecks and a crucial step in building agricultural strength and global influence. The industry must shift from product exports to brand exports to secure stronger global positioning.
4. Accelerating Internationalization: Supporting Rural Revitalization and New Trade Growth
Speeding up food industry internationalization helps strengthen rural revitalization foundations and cultivate new foreign trade growth points. By optimizing export structures—shifting from scale expansion to quality and efficiency—and increasing added value through brand premium, Henan can develop internationally competitive enterprises that inject new momentum into provincial economic development.
5. Strategic Recommendations for Global Expansion
To advance Henan's food industry globalization, Shi proposes several measures:
- Leading enterprise internationalization program: Supporting companies in overseas market expansion and international standard participation to enhance Henan's global influence.
- Specialty food brand cultivation: Promoting standardization and scaling of local specialties to develop specialized enterprises and regional public brands.
- International cooperation platforms: Establishing overseas promotion alliances and experience centers through partnerships with global companies and industry associations.
Through these initiatives, Henan's food industry can achieve greater global success, completing its transformation from "China's kitchen" to "world brand." Haoxiangni's "technology + model" globalization strategy offers a replicable blueprint for this international expansion.