Women-led Cooperatives Spearhead Rural Revitalization through Technological Innovation with IFAD support

In the mist-covered hills of Fenghuang Countyof China’s Hunan Province, a quiet agricultural revolution is taking root—led not by large corporations, but by the determination of a young and visionary couple.

Co-founder of Minrui Fruit Cooperative, Zhang Xiuxia introduced their business to participants 

In 2016, businesswoman Zhang Xiuxia made the pivotal decision to close her company in Shenzhen and join her husband, Deng Bojun—a former civil servant with the Hunan Provincial Department of Agriculture and Rural Affairs—in founding the Minrui Fruit Planting Cooperative. Combining her expertise in business operations with his background in agricultural science, the couple created a pioneering venture rooted in innovation, sustainability, and a deep commitment to community development.  

Under their leadership, the cooperative has flourished. To date, it has distributed over 3 million high-quality saplings to 12 impoverished villages across Fenghuang County and surrounding areas. It has established more than 30,000 mu (approximately 4,900 acres) of fruit orchards, trained over 4,000 agricultural technicians, and directly or indirectly improved the livelihoods of more than 5,000 low-income households, creating over 20,000 employment opportunities in the region.

A key milestone came with the development and implementation of three-dimensional kiwi vertical cultivation technology, a brainchild of Deng Bojun, supported by the International Fund for Agricultural Development (IFAD). With an IFAD grant of CNY 936,500 (USD 130,000) and a matching investment from the cooperative, a total fund of CNY 1.5615 million was mobilized.

This funding enabled the transformation of 200 mu of standard kiwi orchards through the integration of vertical cultivation systems. It also supported the installation of an intelligent water and fertilizer irrigation system and the organization of comprehensive technical training sessions for farmers, especially migrant workers returning home.

Co-founder of Minrui Fruit Cooperative Deng Bojun(left) explaining their innovative vertical cultivation technology to IFAD’s representative in China and Head of the Asia and the Pacific Regional Centre for South-South and Triangular Cooperation.

The vertical cultivation technology significantly transformed the ecological condition for kiwi fruitplantation. It enhanced ventilation, reduced humidity, and increased photosynthetic efficiency, while also strengthening disease resistance. At the same time, it minimized the use of harmful pesticides and fertilizers, promoting a more sustainable and environmentally friendly farming system. The new model also enabled intercropping, further enriching biodiversity and improving soil health.

The economic gains are just as significant. The red-fleshed kiwi introduced by the cooperative begins fruiting after two years, with full harvest by third year. At peak, it yields approximately 2,000 kilograms per mu, translating to an annual revenue of nearly CNY 6 million.

Women from the surrounding villages working at the Minrui Fruit cooperative

But beyond the numbers, Minrui stands as a testament to women’s empowerment in rural development. “The Minrui Cooperative is where you find a woman leader, an innovator, and employer that brings people together with the support of institutions like IFAD,” said IFAD’s representative in China and head of the Asia and the Pacific Regional Centre for South-South and Triangular Cooperation, Nii Quaye-Kumah after visiting the cooperative.

Indeed, Zhang Xiuxia, who serves as Deputy Secretary-General of the Liaojiaqiao Chamber of Commerce and an executive member of the Women’s Federation, has opened doors forrural women across the region. She has created employment opportunities for previously jobless women in three surrounding villages and ensured transportation services are available for those living in remote areas.

Today, the hills of Fenghuang are once again vibrant with promise. With IFAD’s support, Minrui Fruit Cooperative is not only cultivating fruit—but cultivating dignity, sustainability, and hope for generations to come.