The 9th Goji Berry Industry Expo opened on June 14 in Zhongning County, Ningxia Hui Autonomous Region, highlighting the remarkable journey of the region's iconic goji berries from a niche traditional remedy to a globally recognized superfood. As farmers harvest the first berries of 2026, the industry showcases a transformation fueled by technological breakthroughs, stringent quality standards, and innovative marketing.
Ningxia goji berries, also known as wolfberries, benefit from unique natural conditions: over 3,000 hours of annual sunlight and weakly alkaline soil rich in minerals from the convergence of the Yellow and Qingshui Rivers. These factors contribute to their exceptional quality, making them the only goji variety listed for medicinal use in the Pharmacopoeia of the People's Republic of China. Ancient texts like the Shennong Ben Cao Jing document their anti-aging properties, providing a cultural foundation for global expansion.
Pan Tai'an, chairman of Ningxia Wolfberry Goji Industry Co., Ltd., a leading producer, emphasizes the traditional farming methods: "Every single goji berry is hand-picked. The goji trees blossom and bear fruit simultaneously, which means all berries must be harvested manually." He adds, "Thanks to Ningxia's cool climate, pests and diseases are rare here. Still, we never use chemical fertilizers or pesticides. We only apply organic compost to guarantee the pure, natural quality of our goji berries."
The industry historically faced two major bottlenecks: the extreme perishability of fresh berries and underdeveloped deep-processing technology. To address these, Ningxia Wolfberry invested six years in R&D and successfully developed ambient-temperature preservation technology for goji puree. This pioneering breakthrough fills a technical gap and sets world-leading standards. To retain nutrients, fresh goji berries go through cleaning, pulping, sterilization, and canning within two hours after harvest, preserving key nutrients like goji polysaccharides, betaine, and zeaxanthin.
Powered by this innovation, the company has produced over 100,000 tons of goji puree, with total sales exceeding 2 billion yuan (about $293 million). The technology has driven the construction of 50 high-standard production lines across Ningxia, marking a shift from raw material sales to high-value product manufacturing. According to the Goji Industry Development Center of the Ningxia Forestry and Grassland Administration, Ningxia's goji marketing network now covers more than 50 countries and regions. In 2025, fresh goji berry output reached 200,000 tons, with the full industrial chain output value exceeding 21.3 billion yuan.
Emerging players are reshaping consumer perceptions. Ningxia Qilixiang Goji Co., Ltd., founded in 2009 by three university students with just 700 yuan, has grown into a top-tier brand with annual sales exceeding 1 billion yuan. The company has developed blended purees like goji-ginseng and red date-goji, packaged attractively, and operates about 200 online stores, consistently ranking first in e-commerce sales for goji products.
Innovative high-value-added products—goji puree, seed oil, and juice—enjoy immense global demand. Once viewed as a mysterious Chinese herbal remedy, Ningxia goji berries are now part of daily life for middle-class families from New York to London, favored by Hollywood celebrities and used in premium restaurants worldwide. This international reputation is built on rigorous quality control. Ningxia Wolfberry has held organic certifications from North America, the European Union, and Japan for 21 consecutive years, earning a "green pass" to the global market. Its products are exported to 33 countries and regions.
The industry is also embracing a diversified development model, with goji art galleries, history museums, and experience centers shifting focus from "selling products" to "selling scenery" and "selling culture." This transformation reflects the progress of Chinese products and brands, evolving from a little-known northwest specialty into a global health trend and a modern, diversified industry powered by technology, creativity, and culture.
