The Jinhua exhibition zone at the 2025 Zhejiang Agricultural Fair. [Photo provided by Jinhua municipal bureau of agriculture and rural affairs]

Jinhua's agricultural products stood out at the 2025 Zhejiang Agricultural Fair, demonstrating the city's market strength and brand influence.

During the five-day event from Nov 21 to Nov 25, 102 local companies recorded on-site sales of 2.66 million yuan ($375,640).

The Jinhua exhibition highlighted technology, sustainability, quality, and branding. It featured standard and snack booths, alongside specialized areas showcasing local specialties, from traditional treats to medicinal herbs. Over 430 products were presented, reflecting the city's achievements in rural enrichment and regional development.

Popular booths attracted large crowds. At Jinhua Jinnian Ham Industry, visitors queued to try thinly sliced ham prepared on-site. The traditional curing and natural aging process helped first-day sales exceed 40,000 yuan. Veteran producers also saw strong demand, including a gold medal-winning local fruit wine, which sold steadily and received numerous bulk orders.

Established local producers also enjoyed strong sales. Waxberry wine saw daily sales exceeding 10,000 yuan, with on-site samples nearly sold out, alongside more than 20 bulk orders. New items such as lotus paste and lotus crisps provided valuable market feedback, helping companies refine recipes and develop new products.

Visitors select Jinhua specialty products at exhibitor booths. [Photo provided by Jinhua municipal bureau of agriculture and rural affairs]