Grow Local Initiative, empowering local economies and supporting the sustainable development of local industries
Yum China consistently adheres to the philosophy of "Teach a Man How to Fish" to stimulate rural development, and playing the role of industry-leader. Since the launch of Pizza Hut Grow Local initiative in 2018, it has provided comprehensive training and practical platforms for local farmers through a targeted assistance model. This initiative tackles agricultural challenges by adapting to local conditions, effectively assisting farmers in increasing their income and contributing to the growth of local rural industries. At KFC, our priority extends beyond merely delivering consistent, high-quality products. We are passionate about discovering and celebrating the diverse food traditions of the communities we serve. We make a conscious effort to source our materials and ingredients locally and establish partnerships with local vendors, thereby supporting the growth and development of local industries.
Committed to supporting local development, Yum China draws on the strengths of supply chain management and product R&D capabilities to support local development. In Yunnan, we source coffee and vegetables locally, do charity sales of potatoes, and offer professional training for local farmers to drive local industrial development.
We are committed to developing this into a sustainable agriculture program by capitalizing on Pizza Hut's strong supply chain management and practices. After years of exploration and engagement in this area, we have developed a new concept of rural revitalization focusing on extending the industrial chain, improving the value chain and building the supply chain.
In 2022, Pizza Hut's Grow Local Initiative invested in dragon fruit farming in Guizhou by establishing new farmland and stationing experts to standardize farming practices. The locally grown dragon fruit and passion fruit products were made accessible through both online and offline channels. To enhance the local industrial value chain, the initiative leveraged the educational resources of "Grow Local Cooperatives" to implement the "Village Empowerment Program." Furthermore, village baking classes were introduced to improve the culinary skills of farmers ahead of the tourist season.
In 2023, Pizza Hut included Wuyi Mountain Da Hong Pao tea in the “Grow Local Initiative," injecting dedicated funds and technological resources to support the local tea industry. It also created a Pizza Hut "Tea Culture" themed restaurant in the area. Through providing technical training and hands-on brand leadership programs, the Grow Local Initiative has created new opportunities for agricultural development and empowered local industries to thrive.
In 2024, Pizza Hut Grow Local initiative further proceeded with the Production-Education-Research model in dedicated dragon fruit cultivation areas in Shibing County, Guizhou Province, and upgraded the Grow Local Bases with standardized dragon fruit cultivation training rooms, a training center for Rural Revitalization empowerment projects, and a new retail dining experience zone for Pizza Hut. These efforts helped to broaden agricultural products sales channels and provide an innovative opportunity to boost local cultural and tourism industries. With agricultural experts stationed in the area all year round, by the end of 2024, the Grow Local initiative conducted over 90 training sessions, covering more than 700 participants. The initiative has also provided detailed implementation plans and techniques to farmers and help them improve the yield and quality of the dragon fruit. While promoting standardized cultivation practices, it also recognizes emerging trends in agricultural marketing in the digital era. The initiative captured live-streaming training programs for the local farmers, improving their e-commerce skills and generating economic benefits.
