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Jixiang Berry (Shanghai) Industrial Co., Ltd. fined 300,000 yuan for false publicity! Propaganda bean cultivation period 14 days actual day

Published: 2026-08-02 Author: World Gafei

Last Updated: 2026/08/02, I believe that most of the fans who pay attention to coffee workshops are coffee lovers. Everyone should know that the roast date of coffee will affect the overall flavor of coffee to some extent. Generally speaking, coffee gets to go through a period of "bean raising period". What do you mean by beans? Here's a science popularization for everyone: raise beans

I believe that most of the fans who pay attention to the coffee workshop are coffee lovers. Everyone should know that the roasting date of coffee will affect the overall flavor of coffee to some extent. Generally speaking, when you get the coffee, you have to go through a "bean cultivation period".

What do you mean by raising beans?

Here is to popularize science for everyone:

Bean cultivation actually refers to the process of placing coffee beans in a light-proof, dry environment for a week or more (depending on the state of the coffee beans) after roasting. After roasting, coffee beans emit a lot of gas, which is mainly composed of carbon dioxide. It will affect the extraction of coffee sweetness and other flavors, and to some extent affect the thickness of caffeine, especially for espresso. At the same time, for some people, uncultivated coffee beans taste unstable will have a "hot and dry feeling", so it is now popular in the market to raise coffee beans.

This is not, Belray Coffee Berry Coffee in May on the new hanging ear coffee combination will be "bean cultivation period" as the focus of product promotion. The outer package of this product is printed with "Berry's first choice coffee standard: strict control of bean cultivation for 14 days and other related content."

However, on July 28, 2021, law enforcement officials inspected the designated unit on the first floor of 968 Beijing West Road and found that Ji Hang Berry (Shanghai) Industrial Co., Ltd., an affiliated company of Berry Coffee, was suspected of false propaganda. Instead of following the advertised production process, the company grinded the beans 24 hours after the end of the baking, so it thought that the propaganda content of the parties was not true.

According to the enterprise investigation, the Shanghai Jing'an District Market Supervision and Administration Bureau punished Ji Hang Berry (Shanghai) Industrial Co., Ltd. on November 12, 2021. Punishment reason: false or misleading commercial publicity, penalty result: a fine of 300000 yuan, ordered to stop the illegal act.

It is reported that Ji Hang Berry (Shanghai) Industrial Co., Ltd. was established on March 24, 2020 with a registered capital of 70 million US dollars and the legal representative is Shao Xinmou. Since its establishment, there are 107 stores.

Through the comparison of narrow-door data brands, compared with other coffee brands, Berry coffee has a higher performance price, with a per capita consumption of about 20 yuan. Berry Coffee, which has a high performance-to-price ratio as the market positioning, has a good rating of 87.07% and a service score of 4.12, which is also far higher than that of Starbucks and Luckin Coffee. What on earth is the origin of Berry Coffee? It is a famous coffee brand built by Dingxin International Group. Speaking of Dingxin Group, many people may not know much about it, but in fact, the group's career map spans the whole of China. He is an enterprise group in Taiwan that focuses on food production and marketing. Its main subsidiaries are Weiquan Food Industry Co., Ltd., and Kang Shifu Holdings Co., Ltd. In addition, its well-known brands also have the whole family, Dexter and so on.

False propaganda violates the principle of good faith, violates recognized commercial standards, and is a serious relationship of unfair competition.

Although the number of 300000 is not a big loss for Ji Hang Berry (Shanghai) Industrial Co., Ltd., but behind the punishment is the cooling of consumers' enthusiasm for the brand, the loss outweighs the gain.

Photo source: online Berry Coffee official account

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