Fresh lychees produced in Zhanjiang, Guangdong province, will be delivered from farms to supermarkets in Guangzhou, the provincial capital, within 24 hours, following a push to promote the sales of the fruit.

In cooperation with local superstores, the agricultural and rural affairs authorities of Guangdong have launched a promotion to assist local farmers in expanding lychee sales channels as the fruit enters harvest season.

In a Yonghui Superstore in Guangzhou's Huadu district, fresh lychees from Zhanjiang became a hot commodity during the recent Duanwu Festival, which ended on Monday.

"The innovative model, which includes direct sourcing from farms, fast cold chain transportation, and precise marketing, allows consumers to taste the freshest lychees and helps raise income for lychee farmers," said Chen Rong, a second-level inspector from Guangdong's agriculture and rural affairs department.