“Healthful Nuts Empowering a Better Life”

9.17 China Nut Health Week In 2023

Attained Resounding Success

     Guided by the Nut and Dried Fruit Professional Committee of the China National Food Industry Association, organized by the 9.17 China Nut Health Week Organizing Committee , hosted by Beijing Zhongjian Heguo Information Technology Service Co., Ltd., and undertaken by Sichuan Huiji Food Co., Ltd., the  9.17 China Nut Health Week in 2023 was held in Chengdu, Sichuan on September 17. The event brought together representatives from the nationwide nut and dried fruit industry, including enterprises involved in cultivation, raw materials, processing, equipment, and additives. Attendees included channel buyers, industry associations, government representatives, as well as ambassadors for nut and seed food nutrition and media representatives. Over a thousand individuals participated in this offline event, while millions of people engaged online and offline in the 9.17 China Nut Health Week . With the attention and concern of society as a whole, and the joint participation and efforts of the entire industry, the event achieved an unprecedented resounding success!

     I. The event’s five new highlights and the novel concept of nut health functions have garnered high attention and recognition from various sectors of society, as well as domestic and international colleagues. Numerous media outlets focused on the scene, generating enthusiastic responses.

     The event’s five new highlights and the novel concept of nut health functions have gained unanimous recognition and praise from domestic and international peers. Over 100 national media outlets presented the grand opening ceremony in various forms, resulting in the publication of over a hundred articles. Media platforms such as Tmall, Juhuasuan, official industry websites, WeChat, renowned brand microblogs, and WeChat accounts have all shared and disseminated the event, making the 9.17 activities a hot topic and highlight of society’s attention. It is worth mentioning that from September 17 to 25, the online campaign #A Handful of Nuts and Seeds for a Healthy Life Every Day# garnered 3.02 million Weibo readings, over 1 million Tik Tok views, and a practical flow of 520,000 on Xiaohongshu. Meanwhile, more than 100 national online and print mainstream media outlets, including Netease, Sohu, Sina, Xinhua Net, World Wide Web, Tencent, and Toutiao, conducted multi-format, multi-level, and multi-perspective publicity. Websites such as the Nut and Dried Fruit Network, Nut and Dried Fruit Exhibition Website, China Nut and Dried Fruit WeChat Official Account, and industry self-media outlets all reported on the event. The full-length video and photo livestream of the opening ceremony received over 100,000 views on the same day. Offline, large, medium, and small supermarkets, stores, wholesale markets, and company-owned shops displayed posters and logos promoting the 9.17 event. A batch of wholesale markets for nuts and roasted snacks, such as those in Nanjing, Shanghai, Hefei, Tianjin, Xi’an, Zhengzhou, Wuxi, and Linyi, prominently displayed large-scale public welfare propaganda boards with the slogan “A Handful of Nuts and Seeds for a Healthy Life Every Day”.

     Statistics show that the 9.17 China Nut Health Week in 2023 attracted millions of participants online and offline, with a cumulative audience exceeding 600 million this year. The 9.17 event has achieved its purpose and original intention, guiding the entire nation to establish a scientific dietary structure for enhanced physical fitness while promoting the sustainable and healthy development of China’s roasted nut industry.

     II. Unprecedented Increase in International Influence

     The successful seven-year run of the China Nut Health Week event on September 17 has garnered significant attention and acclaim from domestic and international peers. Particularly noteworthy is the attention and support received from the International Nut & Dried Fruit Council (INC) this year, as the Council has decided to participate as a supporting organization for the 9.17 event for the first time. Michael Waring, the Chairman of INC, conveyed his congratulations through a video message and spoke highly of the event. Additionally, Irene, the INC Technical Project Manager, was sent to attend the entire event. Moreover, this year’s 9.17 event coincided with the Asian Nutrition Forum in Chengdu, attracting considerable attention from international nutrition experts attending the forum. In the future, the Chinese nut and dried fruit industry will actively participate in global research and the promotion of healthy practices related to nut and dried fruit products, playing a significant role in the global industry.

     III. The release of the White Paper on Chinese Residents’ Nutrition and Nut Consumption establishes a scientific foundation for the health benefits of nuts and introduces fresh concepts and interpretations of nut health.

     The nationwide and global release of the White Paper on Chinese Residents’ Nutrition and Nut Consumption for the first time holds great significance. Additionally, certificates were presented to five senior nutritionists in China as the “ 9.17 China Nut Health Week in 2023 Nut and Seed Food Nutrition Ambassadors”.

     Firstly, this paper summarizes the practice of the 9.17 event and improves theoretical understanding, providing guidance for industry development and practitioners. It serves as a practitioner, summarizer, disseminator, and promoter of the scientific dietary concept of “A Handful of Nuts and Seeds for a Healthy Life Every Day”.

     Secondly, it further guides consumer behavior and aids in establishing a scientific dietary structure and concept, contributing to the overall health of the population.

     Regarding the release of the White Paper, Zhang Liaoyuan, the Executive Chairman of the Specialized Committee for Nuts and Roasted Seeds of China National Food Industry Association and the founder of Three Squirrels, delivered a keynote report titled Making Nuts Popular with the Masses: A Shared Mission of the Industry during the “9.17 China Nut Health Week”. The Report marks the first time the industry has been challenged to ensure that nut and seed food products genuinely meet the quantitative and qualitative requirements for daily consumption by every individual. It is a mission bestowed upon our industry by the times and a professional and social responsibility that every practitioner should fulfill. It provides clear guidance for all industry practitioners to follow!

     IV. The introduction of 40 new and popular products received enthusiastic applause.

     To meet consumer demands during the peak season, the organizing committee unveiled 40 new and popular nut and dried fruit products for the years 2023-2024. The event included on-site tastings, ordering, and salon-style market analysis exchanges for various regions.

     The selection of these 40 new and popular products was a collaborative effort between the organizing committee of the 9.17 event, channel operators, consumer representatives, and industry experts. These products showcase significant improvements and innovations in terms of quality, taste, nutrition, and health benefits.

     Simultaneously, the organizing committee made great efforts to invite New Hope Group with over 200,000 channels, Sichuan Xinlong Digital Supply Chain Management Co., Ltd., as well as multi-channel operators such as Walmart, Suning, Yonghui, Carrefour, RT-Mart, and major regional supermarkets. Additionally, purchasing teams from online platforms such as Tmall, Tik Tok, community group-buying representatives, wholesale market representatives for nuts, roasted nuts, and dried fruits, and distributors from various regions attended the event for exchanges, tastings, and ordering. The venue was bustling with people, and the order completion rate was high.

     V. Throughout the National Consumer Experience Period (September 17 to September 25), a diverse range of captivating online and offline consumer experience events were organized, sparking a nationwide consumption craze. Sales of nut and seed products maintained stability and exhibited an upward trajectory.

     1. Online Consumer Experience: During the 9.17 China Nut Health Week in 2023, companies witnessed a steady increase in sales. Three Squirrels observed a 270% increase across all product categories. Qiaqia’s e-commerce channel experienced a 49% year-on-year sales growth, while the Daily Nut Yellow Bag series saw a 65% increase in sales revenue. Bestore’s Roasted Purple Coat Cashew achieved sales of 467,000 RMB from September 18 to 24. SanPangDan achieved 3.5 million in online sales and 8.7 million in offline sales. Sutaitai experienced a 15% sales increase, California Field grew by 10% year-on-year, and Chenlin Food saw a 25% rise in sales. Supermarkets, chains, and online platforms collectively witnessed a 30% year-on-year growth. Notably, Chenlin Food’ new durian-flavored melon seeds received exceptional feedback for their unique taste and delightful fragrance, greatly appealing to consumers.

     2. Offline Consumer Experience: Offline, there was a plethora of activities that allowed consumers to directly participate and experience. Some participating enterprises and retailers have established pop-up stores and mobile health energy stations in the core commercial areas of cities to carry out interactive activities. Activities such as seed cracking and nut eating competitions, quizzes on nut and seed food knowledge, and distribution of healthy nut energy packs were conducted. Some companies also organized consumer experience tours, allowing participants to visit raw material bases and gain insights into the processing procedures. During the “9.17 China Nut Health Week”, some companies independently organized charity events focused on donating nut and seed snack foods, promoting both love and health.

     The 9.17 China Nut Health Week has deeply resonated with the public and is set to become the most anticipated and celebrated annual gathering in both society and the industry. It serves as a grand celebration of the nation’s health. We must not only persist in promoting the scientifically grounded dietary concept of “A Handful of Nuts and Seeds for a Healthy Life Every Day” but also advocate that nut and seed snack foods are not merely enjoyable leisure snacks but essential healthy sustenance for daily consumption by everyone. Therefore, it is crucial to successfully organize the annual 9.17 China Nut Health Week event, allowing healthy nuts to contribute to a better life! Let nut and seed foods truly benefit the people’s well-being!