HK debuts 'HK Harvest' to champion local agriculture and fisheries

The Agriculture, Fisheries and Conservation Department (AFCD) has launched a new unified brand, "Hong Kong Harvest," to champion local agricultural and fisheries products. Starting today, consumers can purchase certified local produce bearing the brand's new official logo.

Speaking at the launch ceremony on 4 July, Tse Chin-wan, secretary for environment and ecology, highlighted that promoting the sustainable development of the local primary sector enables smoother integration into national development frameworks.

The introduction of Hong Kong Harvest is a key cornerstone of the city’s Blueprint for the Sustainable Development of Agriculture and Fisheries. The unified identity aims to enhance the credibility and commercial competitiveness of homegrown produce, helping local farmers and fishermen boost their income while providing urban consumers with premium, low-carbon food choices.

Built on the pillars of premium quality, food safety, and low-carbon footprints, the brand is highly regulated. Only local crop and aquaculture farms that satisfy the AFCD's stringent production requirements and secure certification from the Hong Kong Quality Assurance Agency (HKQAA) are permitted to use the label.

Currently, 135 local farms have qualified for the programme, a figure the AFCD projects will surge past 500 by the end of the year.

Concurrently, retail and hospitality partners signed under the brand's Companion Charter—which includes major supermarkets, restaurant chains, and hotels—are expected to grow from 40 to approximately 70 entities. This will expand the brand’s retail footprint to as many as 500 physical locations across the city. Consumers can also purchase the produce digitally via the "Local fresh" online platform.

To reinforce consumer confidence, Hong Kong Harvest features a digital traceability system. At the launch event, brand ambassador Michelle Wai demonstrated how consumers can use their smartphones to scan unique QR codes on the product labels. The scan grants instant visibility into food safety test results, production dates, and exact farm origins.

The ceremony also marked the debut of the brand's official mascots, Foodie Dragon and Foodie Boy. Designed by a student from the Hong Kong Design Institute (HKDI), the characters engaged with the public across dedicated product tasting booths, game zones, and interactive exhibition areas.

Moving forward, Ocean Park Hong Kong will anchor the brand's public engagement by organising educational school tours, public guided visits to local fish and crop farms, and a major annual brand promotion festival. Looking beyond the local market, the AFCD plans to market Hong Kong Harvest across the Greater Bay Area (GBA) and other Mainland cities to scale market demand.

On the commercial front, local restaurant groups are already leveraging the launch. Four major brands under the Café de Coral Group—Café de Coral Fast Food, Oliver’s Super Sandwiches, The Spaghetti House, and Shanghai Lao Lao—have introduced new menus utilising ingredients sourced directly from certified Hong Kong Harvest producers. Curated in collaboration with food supply partner Uni-China Group, the seasonal dishes are designed to showcase authentic "Hong Kong Flavours" (港味) rooted in local culinary heritage.

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