Promoters bear fruit for farm labor

Li is now general manager of Xi'an Guoru Jianghu Agricultural Technology Co and founder of the Xi'an Qizhiyuan Fruit Cooperative.

In the cooperative's storage and sorting center, an automatic sorting system grades by quality and sets standards. Produce is sold by its grading, helping ensure high-quality fruit commands a higher price.

The cooperative has also involved local residents in the entire production and sales chain: planting, livestream sales, sorting and packaging, logistics and customer service.

"Working with us, farmers earn more and are more motivated. Because of our high standards, online customers become repeat buyers and contractors are happy to maintain cooperation with us," Li said.

In 2025, Li initiated an ecological kiwifruit demonstration orchard using enzyme-based soil treatments. The project involved 161 households and covered about 69 hectares. The fruit quality improved, input costs fell and prices rose.

That year, his Guoru Jianghu brand achieved sales of more than 20 million yuan, benefiting more than 130 households.

For his efforts, Li came first in the agricultural product broker event at the seventh National Agricultural Industry Vocational Skills Competition in Guangzhou, Guangdong province, in July.

It was the first time the agricultural product broker competition was included in the national skills event.

Multiskilled workers

Li believes that agricultural product brokers must not only be able to organize a group of people, set product standards and manage production and sales chains, but also master new skills such as e-commerce livestreaming and emergency sales promotions.

"Most importantly, you need passion and a commitment to quality first," he said.

Li and his team later began selling locally grown apples and potatoes online, replicating the success of the kiwifruit.

An Economic Daily commentary noted that it is wrong to regard agricultural product brokers simply as "middlemen".