It seems China's burgeoning micro-bloggers are ripe for the picking by watermelon farmers.
Ten farmers in the rural town of Changgou have doubled the selling price of their crops by advertising on domestic site Weibo, which they turned to because they didn't have enough cash for regular advertising.
Consumers were won over by pictures of farmers tending their crops, with some driving for four hours to buy the melons, and dealers placing orders for more than each farmer can produce.
The rich pickings have, understandably, helped some of the farmers overcome initial skepticism about the "new" technology.
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