From the apple orchards of the Loess Plateau to bustling cities across the country, what journey does an apple undertake to traverse mountains and seas? On November 13, in Linzhen Town, Yan'an, Shaanxi, 36-year-old Gao Jing and dozens of fellow villagers were sorting freshly harvested apples. The apples, varying in size and quality, were meticulously categorized before being transported via cold-chain logistics to major cities within a day or two, eventually landing on supermarket shelves and dining tables nationwide.

Five years ago, China Resources Vanguard (CR Vanguard), a retail giant from Shenzhen, began establishing production bases in Yan'an and collaborating with local farmers through direct procurement and order-based models. This initiative not only expanded the market for local agricultural products but also significantly increased farmers' incomes. Over the past decade, CR Vanguard has replicated this model across regions—from Yunnan-Guizhou-Sichuan to the black soil of Northeast China, from the water-rich Jiangnan to the vast plains.

In 2025, CR Vanguard launched a new rural revitalization project, aiming to build 100 production bases nationwide for fruits, poultry, vegetables, seafood, baked goods, and prepared foods. So far, 98 bases have been established, covering 85 regions across 24 provinces. In November, CR Vanguard supermarkets in Xi'an were selling apples sourced directly from Luochuan, Yan'an.

The Loess Plateau’s harvest season arrived later than usual this year due to prolonged rainfall, which increased the apples' moisture content and fragility. Farmers like Liu Baisheng had to handle the harvest, sorting, and transportation with extra care to avoid bruising, which could render the apples unsellable. In the past, such conditions would lead to buyers slashing prices, passing losses onto farmers. However, direct farm-to-retail partnerships now minimize waste, stabilize purchase prices, and safeguard farmers' profits.

"Commercial yield"—the ratio of marketable produce to total output—plays a crucial role in agricultural economics. Factors like size, appearance, and damage determine whether an apple reaches store shelves. In a typical year, Yan'an’s apple commercial yield exceeds 80%, but adverse weather this year reduced it to 50–60%. Previously, buyers exploited low yields to pressure farmers. Today, with retailers like CR Vanguard sourcing directly and local processing industries expanding, farmers benefit from diversified sales channels and higher incomes.

On November 13, CR Vanguard designated an apple base in Yan'an as a "CR Vanguard Certified Base," part of its nationwide network. Collaborating with local cooperatives and enterprises like Yan'an Agricultural Investment Group, CR Vanguard ensures stable procurement at market prices, benefiting thousands of farmers across five counties.

Liu Baisheng, who cultivates 25 acres of apples using advanced techniques like dwarfing and dense planting, earned 300,000 yuan this year. Through CR Vanguard’s "Run Jia" brand initiative, farmers receive support in upgrading varieties, adopting new technologies, and accessing markets—boosting both quality and profitability.

Shorter supply chains mean higher incomes for farmers like Liu. "Before, dealers dictated prices. Now, we sell directly to supermarkets nationwide at better rates," he said. In Luochuan County, third-generation farmer Wang Peng also benefits from direct retail partnerships, with his apples reaching CR Vanguard stores in just four to five days.

This model extends beyond Shaanxi. Yunnan blueberries, Shandong peaches, Jiangxi oranges, Inner Mongolian beef, Hubei lobsters, Hainan mangoes, Heilongjiang rice, and Ningxia wolfberries—all reach consumers via efficient logistics, creating a sustainable "consumption assistance" framework.

For producers, this means not only higher earnings but also local employment opportunities. Gao Jing, a mother of two, works at a sorting facility near her home, earning 110 yuan daily while balancing childcare. During peak seasons, over 300 locals find similar jobs.

Since 2015, CR Vanguard’s farm-to-retail initiative has revitalized rural industries, ensuring stable supply chains and premium product quality. By 2025, it had certified 98 bases, promoted over 1,000 products, and generated millions in sales—including Yan'an’s Luochuan Fuji apples. With 100 bases slated for completion by year-end, this transformative approach continues to empower farmers and enrich consumers alike.