Slow start for Shandong Homey Aquatic's sea cucumber juice range

Published on
July 8, 2021
Bottles of sea cucumber extract, or juice, offered by Shandong Homey Aquatic Development.

A leading Chinese sea cucumber producer is looking for distribution channels for a new beverage line it launched in November 2020.

Shandong Homey Aquatic Development, also known by its Mandarin name, Hao Dang Jia, is retailing its fruit-infused “sea cucumber wine” through its own distribution network, including its self-operated stores. However, since sales have been “small,” according to a company circular to investors, Homey is seeking new distribution partners.

The range retails at the premium end of the market, with a bottle of sea cucumber extract selling for between CNY 198 (USD 29.70, EUR 25.70) to CNY 498 (USD 74.70, EUR 64.70). The company offers a variety of flavors for the product, including wolfberry and jujube. 

China’s seafood sector has aimed to diversify through value-added products that cater to regional Chinese tastes. Homey is producing 29,000 metric tons of fresh sea cucumber per year, according to an investment booklet produced by the city government of home city of Rongcheng, which has placed a significant investment in a series of seafood industrial and leisure parks it hopes will augment the local aquaculture and distant-water fishing sectors. The government is spending CNY 3.38 billion (USD 507 million, EUR 439 million) on the parks, which fuse processing and logistics facilities with tourism and dining facilities.

Aside from producing sea cucumbers, Homey also has seafood processing and shellfish units.

Photo courtesy of Shandong Homey Aquatic Development

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