(Yicai Global) Oct. 13 -- On 12th October, Budweiser China staged a lime-picking ceremony in Anyue County, Ziyang City, Sichuan Province to celebrate another successful year of the Bud-China Lime Rural Vitalization Project. Officials and guests from the Anyue People's Government, Anyue County Center for Modern Agricultural Industry, Anyue County Lime Industry Development Center, College of Horticulture Sichuan Agricultural University, as well as local lime planting experts and farmers were invited to share the joy of harvest in the orchard.

This year’s ceremony highlighted a festive mood with fruitful results. In 2022, the Bud-China Lime Rural Vitalization Project has dramatically scaled up its lime planting area from just 2 hectares to nearly 14 hectares, and the average yield has grown by 33% year-on-year to 15 tons per hectare, reaching second-phase yield target ahead of schedule.

On the ceremony, Budweiser China worked with technical experts and Anyue Lime Industry Development Center to grade limes, and selected specially-certified "Corona Extra Lime" that met high standards. Bud China BU West then purchased 25,000 kilos of Anyue limes, which were all well sought after thanks to the effective connection to procurement process. In addition, Budweiser China reached a consensus with Sichuan Agricultural University on jointly developing an integrated industry-university-research base, and the " Industry Research Base of College of Horticulture, Sichuan Agricultural University " was successfully unveiled.

“Industry Research Base of College of Horticulture, Sichuan Agricultural University” was successfully unveiled

He Zhijie, President of Bud China BU West, said: "Ziyang Brewery has grown into a world-class one with an annual production capacity of 500,000 tons since its completion in 2010, becoming our most important production site in West China. As a globally recognized brewer, Budweiser shoulders the mission of contributing to community development where we operate. To date, the project has helped more than 200 impoverished farmers, produced and sold nearly 235 tons of lime, and increased per hectare income by about RMB 22,500. We not only empower local villagers to prosper in a science-based way from the production process, but also stimulate economic efficiency through brand resources and product vitality. We believe that this new model can fundamentally facilitate rural vitalization and further support Budweiser’s sustainable development.”

He Zhijie, President of Bud China BU West delivered a speech

Bud-China BU West and Hengfeng Agriculture signed a cooperative agreement

Wei Jie, member of the Standing Committee of the Anyue County CPC Committee, member of the Anyue County Government Party Group, and Deputy Magistrate of Anyue County, noted: "The Anyue Government has always attached great importance to the development of local lime industry, which has been cultivated into a key industry of the county. Our strategic partnership with Budweiser China has already presented obvious economic effects, and I hope that such collaborations will continue in the long term to establish a broader cooperation platform for Anyue Lime and promote the vigorous development of the local industry and economy."

Wei Jie, member of the Standing Committee of the Anyue County CPC Committee, member of the Anyue County Government Party Group, and Deputy Magistrate of Anyue County delivered a speech

Sichuan has been hit by the worst drought in a decade this year, and together with the multiple challenges of pandemic and earthquake, which undoubtedly comes a severe test for lime growers in Anyue. Since lime project was officially implemented, Budweiser China has invested a large number of funds to help local growers carry out periodic cultivation and maintenance. During this year’s big drought, Budweiser China has also donated irrigation systems and emergency water, providing targeted yield guaranteeing measures for the local industry. Therefore, the lime harvests have risen instead of falling despite this year’s challenges.

Lime Project Quality and Efficiency Improvement Certification

To further foster the “Anyue Lime” brand-building, Budweiser China leverages its brand resources and characteristics through the innovative perspective of “beer matching”, so as to realize the long-term benefits and sustainable development of lime industry. Previously, Budweiser China joined hands with Corona to expand the sales channels for Anyue limes, and cultivate greater market demand for the fruit. This year, while sampling test shows that the proportion of Grade-1 lime and above adds up to over 70%, the Anyue Lime Garden, as an important partner of Corona’s lime ritual, jointly selects "Corona Extra Lime" with high standards and distributes the premium-quality limes to the grocery channel, bringing all the related proceeds back to the garden.

Meanwhile, Budweiser China will also bring Anyue lime to Corona Sunset themed campaign, sharing the love behind lime to Corona Sunset Block, promoting the lime and rural revitalization stories to more consumers through various activities, and making the drinking experience with Corona even more enjoyable accompanied by the lime.

Colleagues of Budweiser China introduced Corona’s brand story and lime ritual to guests

As an important component of “a future with more cheers”, the Bud-China Lime Rural Vitalization Project shows our social responsibility and positively responds to the Rural Vitalization strategy. From 2019 to 2022, the Bud-China Lime Rural Vitalization Project steadily transitions from the first stage to the second. Budweiser China brings together resources of all to empower the brands effects of Anyue Lime, develops a pioneering “closed-loop” agricultural assistance model that covers growing, cultivation, sale and even brand value, and leverages the innovative industry-university-research alliance, which has provided a unique "lime" model that can be further referenced and promoted in driving rural vitalization.

Konnie Zhu, Corporate Affairs VP of Budweiser China, concluded: " Budweiser China has been committed to thriving with the communities wherever our business develops. We are really honored that through this project, Budweiser China helps local farmers increase their income as well as provide higher quality lime for our consumers. In addition, we have also carried out various measures of farmer assistance and rural vitalization in different parts of China, from lychee beer in Zhangzhou, Fujian Province to locally-grown malting barley in Sheyang, Jiangsu Province. By exploring locally-adapted new model of rural empowerment, we’ve made important contributions to increasing local per capita income and creating employment opportunities for those returning to rural hometown.”

In the future, Budweiser China will keep joint-hands with all parties to empower farmers and contributing to the rural vitalization, so as to create a future with more cheers!