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Joytree Partners With National Geographic To Tell Stories About Shine Muscat Grapes

July 05, 2023

On July 3, Joytree, a new brand of Joy Wing Mau Fruit Technologies Group, released a short documentary produced in collaboration with globally renowned media group National Geographic to tell stories about its Shine Muscat grapes and their production regions.

Joytree, with “nature, love, and sharing” as its core brand values, is dedicated to bringing quality fruits nurtured with love to every family. The short film aims to capture the distinctive attributes of Joytree and demonstrate the benefits that an ideal production region can bring to fruits.

The beginning of the film highlights that “each fruit serves as a geographical representative, whose unique flavor tells a story about its production region,” which is also the core theme of the film. The production region in the Jinsha River Valley in Dali, Yunnan province, enjoys an average of 2,719 hours of sunlight per year accompanied by a hot and dry climate. Shine Muscat grapes grown in this region possess exceptional qualities, including high Brix values of up to 20 degrees, a crisp and juicy texture, and a delightful fragrance. As for what sets Joytree’s Shine Muscat grapes apart from others, an expert mentioned in the film that “grapes will show their preference for this place through their taste.”

In the film, agronomists embarked on an arduous journey, hiking and climbing hundreds of kilometers while traversing mountains and rivers. Finally, they discovered an ideal location with an altitude of 1,400 meters where Joytree’s Shine Muscat grapes flourish. According to the company, through the meticulous selection of premium fruit cultivars from various parts of the world and the cultivation of fruits in the most suitable environments, combined with tender loving care and top-notch growing techniques, Joytree’s products consistently captivate consumers and enjoy widespread popularity.

As the first fruit brand to collaborate with National Geographic China, Joytree is effectively leveraging this partnership to enhance its brand recognition and provide customers with a better understanding of its Shine Muscat grapes.

Images: Joy Wing Mau

This article was translated from Chinese. Read the original article.


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