Promoters bear fruit for farm labor
Agri-produce brokers develop versatile role as livestreamers, market connectors
In a sunlit orchard in Xi'an, Shaanxi province, Li Qian peeled a kiwifruit, took a bite and let the juice run down his hand.
"Our kiwifruit is 90 percent sweet and 10 percent sour, with thin skin and thick flesh," he said to online viewers.
"Every one is as good as the one in my hand. If you like kiwifruit shipped directly from the place of origin, place an order and try it!"
More than 300,000 orders, with over 10,000 repeat buyers, were placed on the platform he posted the video on.
"People like watching me eat," Li said with a laugh. "Many had no need to buy kiwifruit but after watching the video, they placed an order. You could say I created consumer demand."
Li represents a new generation of agricultural product brokers, whom the Ministry of Agriculture and Rural Affairs calls "an important link connecting small farmers with the big market".
Beyond simply promoting goods, many brokers are involved in ensuring product quality, making connections between growers and markets, and improving farm incomes.
Four years ago, a glut of unsold kiwifruit in Li's hometown Zhouzhi, Xi'an, lured the international trade graduate into the field. Now, he is one of the leading product brokers. And as China is advancing all-around rural vitalization, their role is becoming more formalized.
A State Council plan for accelerating agricultural and rural modernization during the 15th Five-Year Plan (2026-30) period proposes training 30,000 prominent agricultural product brokers.
