At pineapple processing workshops in Xuwen County, Zhanjiang City, freshly harvested pineapples are put through standardized procedures including peeling, removing the eyes, sterilization and packaging, before being transformed into fresh pre-cut fruit chunks and cups. Supported by cold-chain logistics, these products can reach dining tables across the country as early as the next day.

This marks the most notable transformation of Xuwen's pineapple industry in recent years, as the shift toward food processing of agricultural products is reshaping the value chain of China's largest pineapple-producing area.

In the past, consumers often bought whole pineapples but reduced their purchasing frequency due to the inconvenience of peeling and storage. Today, standardized processing has addressed these pain points. Fresh pre-cut products are ready to eat and easy to carry, fitting a wide range of consumption scenarios such as supermarkets, tea drink stores and convenience stores. Sales by weight have been upgraded to sales by package, driving the overall added value of the processing sector up by more than 30%. This year, Xuwen's annual fresh pineapple output has exceeded 700,000 tons with the annual processing capacity reaching 110,000 tons.

Industrial upgrading is underpinned by in-depth integration of manufacturing and service industries. Major logistics enterprises have established dedicated cold-chain centers for pineapples in Xuwen, rapidly forming a nationwide cold-chain service network. Professional service providers in quality control testing, supply chain finance and e-commerce operations are also clustering in the region. The move toward food processing has further driven the coordinated development of primary, secondary and tertiary industries. The upstream sector drives seedling cultivation, the midstream attracts suppliers of packaging materials and food machinery service providers, while the downstream supports fruit picking and fresh pre-cut experience activities at the Sea of Pineapples scenic spot. This shifts the development model from simple product sales to experiential services.

An increasing number of young people are returning to their hometowns to start businesses, while county-level commerce is becoming more vibrant thanks to industrial prosperity. More than just a geographical indication product, Xuwen's pineapple has evolved into a new business card for "Guangdong Goods Global Reach," vividly illustrating Guangdong's practice of the "Hundred, Thousand, and Ten-Thousand Project".

徐闻菠萝“切”出一个大产业

在湛江徐闻的菠萝加工车间，一颗颗新鲜采收的菠萝，正经过削皮、挖眼、消毒、包装等标准化流程，变身为鲜切果块和果杯。借助冷链物流，这些产品最快次日就能出现在全国消费者的餐桌上。

这是徐闻菠萝产业近年来最显著的变革：以“鲜切”为核心的农产品食品化进程，正在重塑这片中国最大菠萝产区的价值逻辑。

过去，消费者买菠萝回家，常因削皮麻烦、保存不便而减少购买频次。如今，标准化流程解决了这些痛点。鲜切产品即食、便携，适配商超、茶饮、便利店等多元场景，“论斤卖”升级为“论盒卖”，加工环节整体附加值提升30%以上。今年徐闻菠萝鲜果年产量超过70万吨，其中年加工产能已达11万吨。

产业升级背后，是制造业与服务业的深度融合。物流巨头在徐闻建立菠萝专项冷链中心，覆盖全国的冷链服务网络迅速成型；品控检测、供应链金融、电商运营等专业服务机构也随之聚集。“食品化”还催生了一二三产联动。上游带动种苗培育，中游吸引包装材料、食品机械服务商，下游则推动“菠萝的海”景区发展采摘、鲜切体验，将“卖产品”升级为“卖体验”。

越来越多的年轻人返乡创业，县城商业因产业兴旺而更加活跃。徐闻菠萝已不仅是地理标志产品，更成为“广货行天下”的新名片，生动诠释了“百千万工程”的广东实践。

文 | 许悦
图 | 蓝东旭
翻译 | 郑书悦
审校 | 曾敏