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Red Globe Grapes with Big Green Dreams: Sustainable Agriculture of Honliv Group Co. Ltd in Henan, China

Zhang Yi (Universiti Teknologi Malaysia, Malaysia)
Farzana Quoquab (Universiti Teknologi Malaysia, Malaysia)

Sustainability and Social Marketing Issues in Asia

ISBN: 978-1-80071-846-3, eISBN: 978-1-80071-845-6

Publication date: 26 January 2023


This case highlights the green agriculture initiative of the Honliv High Tech Agricultural Development Co., Ltd. towards agriculture environmental protection and better life. In this process, the Honliv Company confronted many difficulties, such as addressing the green transformation concerns of the team, identifying the sustainable agriculture target, the project selection of red globe grape products, the planning of a demonstration vineyard and green marketing. Nevertheless, with the Red Globe Grape of the “Honliv brand” had won the certification of China’s “Grade A” green food mark, and its green marketing initiatives, such as the “picking and demonstration model” had won people’s identification. The company was awarded the honorary titles of “Red Globe grape planting demonstration base with the Chinese characteristics” and “pollution-free science and technology demonstration unit of Chinese fruits and vegetables.” By discussing the Honliv Company’s experience and difficulties during the sustainable agriculture transformation process, one can realize the importance of green agriculture initiatives for creating a better life for humans.




The authors would like to thank the communication manager of Honliv Group Co. Ltd, Henan Province, China, for his time and cooperation in providing detailed first-hand information to write this case.


Yi, Z. and Quoquab, F. (2023), "Red Globe Grapes with Big Green Dreams: Sustainable Agriculture of Honliv Group Co. Ltd in Henan, China", Quoquab, F. and Mohammad, J. (Ed.) Sustainability and Social Marketing Issues in Asia, Emerald Publishing Limited, Leeds, pp. 3-22.



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