Xavier Naville, "The Lettuce Diaries: How A Frenchman Found Gold Growing Vegetables In China" (Earnshaw Books, 2021)

Asian Review of Books · Nov 18, 2021 · 39m

Many Western entrepreneurs and businesses have foundered in trying to set up shop in China. Different expectations, different ways of doing business, different institutions and platforms—all come together to remove any pretensions that one can easily transplant a foreign business model into the Chinese market.

One of these entrepreneurs was Xavier Naville, who moved to China in 1997 where he built Creative Food. Unlike many others, his venture was a success. It's now a key supplier to major restaurant chains across the country including McDonald's, KFC and Starbucks.

The Lettuce Diaries: How…