Compared with old brands such as Fool and Zhenglin, who have been deeply involved in the industry for many years, Fat Farmer is an emerging Internet brand in the melon seed industry. Although Fat Farmer has been established for a short time, it has taken e-commerce as an important driver of brand growth, and its sales on major e-commerce platforms have been considerable.
 
The strategies of Fat Farmer and Three Fat Eggs are similar, and they do not create multiple categories and flavors in melon seed products, but mainly use original sunflower melon seeds, and another pumpkin seed. There are 2 different varieties of sunflower seed products, one is made of 363 sunflower seeds from the Hetao Plain, and the melon seeds are large and full. There is also one that is the same as Qiaqia's Kwai Zhen series, using the Xinghuo variety of Inner Mongolia, with less yield, but it is a high-quality raw material for sunflower seeds, which is large and full, and the appearance is all black, however, the taste of the three fat eggs is less than that of the Qiaqia Kwai Zhen series.
 
The varieties of melon seeds in small yellow cans and small red cans are 363, of which the melon seeds in small yellow cans are larger than 2cm, the seeds are full and the meat is thick, and the more you chew, the more fragrant they are, and the price of 220g per can is 22 yuan. The melon seeds in the small red can are larger, and the taste is not much different, and the price of 220g per can is 30 yuan. The raw material of the small powder jar is Xinghuo, the melon seed particles are all black, there is no white line on the surface, the shell is larger but the seed kernels are smaller, the crispiness is medium, and it is not easy to get dirty hands after eating, and the price of 220g per can is 35 yuan. In addition to cans, fat farmers also have bagged sizes, but the overall price is higher.