In recent years, responding to national rural revitalization strategies, Zhao Town in Chengdu’s Jintang County has pioneered an innovative model through morel mushroom industrial integration, emerging as a trailblazer for rural development. By focusing on four pillars – technological innovation, service optimization, brand building, and supply chain enhancement – the town has transformed from a simple cultivation base into a full – fledged production – supply – sales ecosystem. In 2023, local morel mushroom farmers cultivated over 10,000 mu (1,647 acres) within the town and 35,000 mu (5,764 acres) outside, producing 7,000 tons (30% of China’s total output) with a ¥1 billion market value. This solidifies Zhao Town’s position as both the birthplace of China’s commercial morel cultivation and the core production area of the National Geographical Indication Product – Jintang Morel Mushroom.

1. Technological Breakthroughs for Sustainable Growth

By consolidating 23,000 mu (3,787 acres) of farmland under 178 agricultural enterprises, Zhao Town has achieved large – scale, high – efficiency farming. Leveraging this advantage, enterprises like Jiatong Fruit & Vegetable Cooperative and Xunhao Family Farm have developed innovative crop rotation systems, including “morel – rice – vegetable,” “morel – melon,” and “morel – ganoderma”, generating ¥60,000 per mu (¥90,000/acre) in local revenue. Government – enterprise partnerships have also organized technical training programs, addressing cultivation challenges through hands – on workshops and R&D collaborations.

2. Streamlining Services for Enterprise Growth

Zhao Town has implemented five key initiatives to support its morel industry:

Land Allocation: Providing legal facility 用地 to remove operational barriers.
Business Summits: Regular meetings to address enterprise needs and improve the business environment.
Financial Support: Facilitating loans for farmers through partnerships with financial institutions.
Industry Leader Cultivation: Nurturing Tianlv Mushroom Co., Ltd., which now generates ¥140 million in annual mushroom spawn sales and ¥230 million in finished product sales, establishing a strong presence in major markets like Guangzhou and Shenzhen.
Service Modernization: Forming specialized cooperatives for machinery and labor services, promoting professional, market – oriented agricultural support.

3. Branding Partnership with JD.com

In collaboration with the Jintang County government, Zhao Town’s Pingshuiqiao Village Demonstration Base has signed a strategic partnership with JD.com to build a JD Farm. This initiative includes launching an official Jintang Morel Mushroom Flagship Store on JD’s platform, ensuring standardized quality and global exposure. The partnership is expected to significantly enhance brand recognition and expand market reach.

4. Extending the Industrial Chain

To address downstream challenges, Zhao Town has:

Standardized Quality: Collaborated with the county’s mushroom association to establish rigorous product standards.
Global Expansion: Partnered with international entities like the German Sichuan – Chongqing Chamber of Commerce and restaurant chains to export fresh morels to Japan, Russia, and Europe.
Logistics Innovation: Developed a multi – channel distribution network combining cold chain logistics, airport – to – door delivery, and SF Express one – stop shipping, ensuring daily fresh product supply of 10 tons to major domestic markets.

Future Outlook
As a recipient of “Sichuan’s Premium Agricultural Brand” and “Ministry of Agriculture’s Top Agricultural Product” honors, Jintang Morel Mushroom is poised for further growth. Zhao Town plans to deepen technology – driven innovation, expand ecologically sustainable practices, and create income – generating opportunities for farmers, positioning itself as a national rural revitalization model.