Quinoa seeds originating from South America are often favored by fitness enthusiasts due to their low caloric content and high nutritional value. However, for Chen Junzhang, a young Chinese entrepreneur, the colorful quinoa flowers are more attractive than the seeds.
Chen lives in Tianzhu Tibetan Autonomous County of northwest China’s Gansu Province, located at the eastern foothills of the Qilian Mountains. With an average altitude of more than 2,000 meters, it is the world’s leading breeding base for the white yak.
Growing up in the hinterland, Chen was eager to get out of the remote mountains, so he chose to attend university in the coastal city of Dalian in northeast China’s Liaoning Province. During his university years, Chen tried to make some pocket money by selling traditional Chinese medicinal herbs online.
The business helped him earn good money, but more importantly, it made him realize the potential of e-commerce as well as the booming market of local specialties.
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