The grapes ripened in early summer, like purple jade. Today (July 5), the 24th Shanghai Malu Grape Culture Festival opened at Jia Yuanhai Art Museum. It is understood that this year, the total planting area of Malu grapes is about 4,051 acres, the total output is expected to be about 4,400 tons, and the total output value is expected to exceed 100 million yuan. The opening ceremony focused on the development achievements of the Malu grape industry and the highlights of the rural construction of Malu Town. Lu Zhengrong, member of the party group and deputy director of the Municipal Agriculture and Rural Committee, Ding Jiongjiong, deputy head of Jiading District, and Guan Lijuan, vice president of Jinjiang International (Group) Co., Ltd., attended the event and unveiled the cultural festival.
The high-quality products have climbed to new heights, and digital empowerment has led the trend
At the opening ceremony, the unified high-quality fruit standard of Malu grapes was released. In the 2024 high-quality fruit standards of Malu grapes formulated by the Malu Grape Association, a strict evaluation standard system has been formulated for the three varieties of 'Summer Black', 'Sunshine Rose' and 'Kyoho'. All fine grapes must be certified green or above, soluble solids of 18 degrees or more, and detailed regulations are made on skin color, ear compactness, fruit uniformity, spike shape, fruit flavor, fruit flesh quality, appearance, etc. The release of this standard is not only a strict control of the quality of Malu grapes, but also lays the foundation for the "sale by the bunch" of fine grapes.
In order to further promote the high-quality sales of Malu grapes, this year, the Malu grapes produced in accordance with the standard of high-quality fruits have launched the "sales by the bunch" model, with a price of 100 yuan per bunch. For the first time this year, the "sell-by-string" boutique fruit has entered the new 3.0 version of the Malu Grape flagship store, and the online and offline sales model has been opened simultaneously.
In order to ensure that consumers can purchase real Malu high-quality grapes and further enhance consumers' trust in the Malu grape brand, the Malu grape blockchain traceability application scenario was officially launched. The application of this technology can realize the transparency and traceability of the whole process of grape production, and the production, processing, and sales of each bunch of Malu grapes will be recorded in detail, providing scientific and technological support for the traceability and quality assurance of the grape industry.
Diversified cross-border activation, brand integration to show a new look
While improving the quality and taste of Malu grapes, this year's Shanghai Malu Grape Culture Festival has pushed the Malu grape brand to a new height through a series of diversified cross-border cooperation. "Very close to Portugal" and "endless"...... With a personalized trend label and a simple and transparent glass bottle, a "Malu Grape" sparkling water jointly developed and launched by Malu Grape and Bishan Village made its debut. The sparkling water is available in two flavors, white and red, and is inspired by the star varieties of Malu grapes, 'Kyoho' and 'Sunshine Rose'. The freshness of the grapes and the freshness of the bubbles are perfectly combined, bringing the taste buds of this hot summer to the taste buds of Malu grapes.
With a history of more than 40 years, Malu Grape cooperated with Lao Shengchang, a "time-honored Chinese brand" catering brand, and launched a summer "Jia" gift at the opening ceremony, combining the trendy "Malu Grape" sparkling water with the traditional Lao Shengchang classic "scallion oil noodles". From July 10, "Malu Grape" sparkling water will be sold in more than 160 stores in Lao Shengchang. The cross-border food pairing is a keen capture and bold attempt of Malu grapes to market demand, which has opened up a new path for the development of the whole industry chain of Malu grapes.
At the opening ceremony, 40 early-to-mid-ripening Malu grape varieties such as 'Malu No. 1' were displayed, and the Malu Grape Art Village Market outside the venue was even more eye-catching. There are a variety of cultural and creative products that integrate the cultural elements of Malu grapes. Citizens experienced hand-embroidering Malu grape eco-friendly bags at the booth of Suzhou embroidery in Jiading, and experienced rubbing postcards with Malu grape patterns at the art print booth...... Through various intangible cultural heritages, you can feel the creative design charm of Malu grapes.
On the day of the opening ceremony, the first event of this year's Grape Culture Festival was held, the summer "Village Evening". According to reports, this year's Malu Grape Culture Festival will last until October 7, during which a series of cultural and tourism activities such as the "Portuguese Light and Shadow" open-air movie, the "Portuguese Rhythm" folk song party, and the "Portuguese Love" directional check-in will be launched.
The strategic alliance forges ahead together and seeks a new chapter in the development spectrum
In order to build the 3.0 version of Malu Grape Art Village, Malu Town is continuing to improve the construction of cultural tourism scene atmosphere in rural areas, introducing more high-quality cultural and tourism industry resources and talents, and creating a new economic format with a sense of agricultural, cultural and tourism atmosphere of "natural art, cultural and tourism industry integration, and Portuguese charm". At the opening ceremony, the "Malu Grape Art Village LOGO" was officially unveiled. The "Malu Grape Farming, Cultural and Tourism Industry Development Community" was officially established by 25 member units, including Malu Grape Theme Park, Jia Yuanhai Art Museum, Hongtai Garden, Gu Xiu Research Institute, and Han Weiyang, aiming to promote the coordinated progress and development of the Malu Grape Art Village industry. The People's Government of Malu Town has signed a strategic cooperation agreement with the Yangtze River Delta Rural Revitalization Equity Investment Fund, and also signed a tripartite strategic cooperation agreement with Shanghai Jinjiang Tourism Co., Ltd. and Shanghai Jia Yuanhai Investment Group Co., Ltd., which will inject strong impetus and support into the future development of Malu Grape Art Village.
Text: Zhao Yiwei