Minwell finds unlikely hit with perch cookies

Published on
May 30, 2017

Cookies might seem like a strange vehicle for seafood, but a Chinese firm says it’s found a hit in its perch biscuits.  

Min Wei Hua Perch Processing Co, a subsidiary of Fujian Minwei Industrial Joint Stock Co. (also known as Minwell Group), is selling boxes of perch cookies as a “vitamin-rich” snack food. The 110 gram boxes sell for CNY 26 (USD 3.80, EUR 3.40) per box. 

Based on the border of the key fishing provinces of Fujian and Zheijiang, on China’s prosperous southeastern seaboard, the city of Fuding is located in the broader region of Ningde, which is also a center of the farming of yellow croaker fish – a species which Fujian Minwei also produces and processes. 

However, Minwell is firmly focused on perch (the name also translates from Mandarin as bass) with a as its main sales driver. It has launched a range of products including fresh perch and packaged dried snacks. It’s also selling pre-steamed, packaged perch at CNY 20 (USD 2.92, EUR 2.61) per 500 grams.

The firm’s subsidiary, Min Wei Hua Perch Processing Co., has research relationships with a string of universities including Shanghai Ocean University, Tianjin University of Science & Technology and Xiamen University focused on developing new strains of perch seedlings.

And in a unique approach to increasing the profile of its main product, the company also helped build and the China Perch Museum, located in Fuding City and backed by the local government.

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