Company Website

https://www.foodtalks.cn/company/xuri/

Company Introduction

Xuri Eggs Co., is among the top 500 manufacturers in Guangdong in 2024，and traces its origins to a Guangzhou-based enterprise founded in 1996, relocating to Kaiping in 2005. As a provincial-level export-oriented private enterprise, it integrates duck farming, egg product R&D, processing, and sales based on traditional intangible cultural heritage craftsmanship. Founder Chen Yifen is the fifth-generation inheritor of the traditional preserved duck egg craftsmanship. Specializing in duck egg products, Xuri offers straw-ash salted eggs, century eggs, cooked salted eggs, and salted egg yolk products like yolk paste, exporting to Europe, the Americas, Australia, Japan/Korea, and Southeast Asia. It operates China’s first egg-duck farm certified by NSF Animal Welfare, NSF Antibiotic-Free, and SQF Food Safety, with factory certifications including US FDA, EU standards, NSF Antibiotic-Free, SQF, BRC, YUM-STAR, and HACCP. Gaining prominence for its heritage salted eggs and century eggs on Costco

Product concept, highlights and added value

1.Heritage and Innovation: This "XURI" intangible cultural heritage rice-straw-ash cooked salted duck egg embodies the core concepts of heritage and innovation. The product utilizes the "rice straw ash" intangible cultural heritage technique—a century-old, exquisite craftsmanship that the founder has produced for 30 years in exportation, ensuring traditional flavor and high quality. Xuri preserves the eggs with rice straw ash , a method from a 300-year-old Qing Dynasty book Xingyuan Journal. The book is a culinary monograph authored by Li Huanan, a scholar in the reign of Emperor Qianlong during the Qing Dynasty (1644-1911). Through this method, the salted duck eggs not only preserve traditional preparation but also enhance taste and nutritional value. Additionally, its differentiation lies in standing apart from the more common brine or mud methods on the market.
2. The technique of making salted duck eggs with straw ash embodies the wisdom of ancient Chinese people, aligning with the concept of harmony between nature and humanity, which coincides with the Western advocacy of Eco-Recycling.
3.ALL Blues : Blue-shell duck eggs are traditionally a medicinal-food ingredient in China, while blue-shell eggs sold at Costco in the U.S. are perceived as more premium than regular eggs. Thus, though duck eggs come in both blue and white shells, the blue-shell variety is specially highlighted as a selling point.
4. Appetizing main Image: The packaging's main image is created by photographing XURI's actual salted duck egg product, followed by 3D rendering and digital compositing. The grainy texture of the salted yolk, the eggshell edges, and the nearly dripping oil droplets deliver a direct visual impact, stimulating appetite.
Direct Showcase of Intangible Heritage and Prominent Display at Costco in the U.S.: The overseas presence of China's intangible cultural heritage rice-straw-ash technique, prominently featured at Costco, aligns with today's national narrative. This undoubtedly provides domestic clients already promoting this heritage.

Product Images

Please briefly describe how your product communicates with consumers

1.Primary color of product packaging: Select the orange-yellow hue of salted egg yolk from salted duck eggs, with this dominant color covering over 70% of the packaging area.
A.This strengthens consumers' direct associative memory of the product while establishing quick visual recognition points through a unified color scheme—whether on shelves or promotional displays in main aisles—enabling rapid brand identification via color.
B.Orange-yellow in food packaging stimulates appetite and conveys vibrancy.

2.Main product image design combines real photography with digital synthesis:
A.The image is created by photographing Xuri's actual salted duck eggs, followed by 3D rendering and digital compositing.
B. Authentic product photography reinforces consumer memory upon purchase and consumption.
C.The grainy texture of salted egg yolk, eggshell edges, and glistening oil droplets deliver immediate visual impact and appetite appeal. These elements achieve visual alignment among brand, product, and consumers.

3. Optimized box design for economic benefits:
The gift box packaging launched in 2024 no longer held any price advantage after the sharp increase in trade tariffs.  This new design project was launched to address the challenge:
1.Reduced costs by eliminating handles, embossed patterns, foil stamping, and replacing foam with plastic trays.
2.Compact structure increased container loading by 68%, cutting logistics expenses—mitigating tariff impacts.
3.Priced at half the original 20-egg version despite containing 12 eggs. The product is over 70 grams per piece, which is actually 20% larger than the 60 grams sold in most Asian supermarkets.
Sales data confirms this as a win-win solution for manufacturers, retailers, and consumers.

Product Images

Ingredients List Photograph

Launch Date

2025-6

Target Consumer

This product targets consumers including Chinese people, ethnic Chinese, other Asians who eat salted eggs, and non-Chinese consumers willing to try new things.

Weight/Volume per Pack

840g

Price per Item

8.69

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

The sales region is mainly North America and Chinese Mainland, but not limited to other English speaking countries

Distribution Channels

大型商场 Shopping Mall

Market Performance

In September, xuri salted duck eggs made their debut on the shelves of more than 120 Costco stores in the United States, including Hawaii, with the tasty edibles becoming a big hit ahead of the upcoming Mid-Autumn festival season.A store sold out more than 5 pallets within a week after putting them on the shelves.Nearly 10 containers sold in just over a month， with some stores already out of stock.