Recently, a promotion event was held in Chenzhou to further promote the quality of local grain and oil.
In the past three years, Chenzhou has been exploring its own potential and making efforts to develop local features, branding, leading enterprises, integration and innovation. It has been focusing on the promotion of grain and oil industry, such as rice, tea oil, fish rice noodle and grain machinery. The total output value of grain and oil processing in Chenzhou exceeds 20 billion yuan, with an average annual growth rate of more than 7%.
To develop local brands of quality rice
In order to develop quality species, products and brands, Chenzhou gave a full play to the role of the leading enterprises of agriculture to build quality grain bases which cover an area of more than 500,000 mu (about 33,333.33 hectares).
It adopted the model of “leading enterprises + professional cooperatives + bases + farmers” to advance the order-based agriculture, plant high-quality rice and develop other products including selenium-rich rice and ecological rice. The order purchase of rice has reached more than 300,000 tons, with the total output value topping 1 billion yuan.
There are 2 national-level processing enterprises of grain and oil, namely Anren Shengping Rice and Xinliang Grain and Oil, and 7 provincial-level processing enterprises, including Chenzhou Ruifeng Rice.
Now, there are not only more than 10 leading enterprises like Ouyanghai Rice, Jiahe Rice and Wangfa Rice, but also over 200 local brands of grain and oil in Chenzhou.
To develop local brands of organic tea oil
Chenzhou is abundant in mountains and woodland resources. Based on these advantages, the city has made efforts to plant organic tea-oil trees.
Now, the planting area of tea-oil trees in Chenzhou is more than 2.2 million mu (about 146,666.67 hectares), with an annual output of 31,000 tons of tea oil and an output value of over 4 billion yuan.
Some large-scale planting and processing enterprises such as Taiyu, Haoxiang and Tianneng have become famous brands of organic teal oil in China.
Yongxing County, known as the township of tea oil, has gained a better development in particular. Taiyu, for example, with a planting area of 21,000 mu (1,400 hectares), can process 3,500 tons of tea seeds and refine 25,000 tons of tea oil per year.
Its process output value in 2021 amounted to 113 million yuan, generating profits and taxes of 12.3 million yuan, helping more than 5,000 households get employed and increase income.
To develop the local brand of fish rice noodles
“Qifengdu fish rice noodles”, as a carrier of Chenzhou’s history, has become a representative local delicacy of Chenzhou City. Fengchu Food, a leading enterprise of fish rice noodles, now follows a new development path of “intangible cultural heritage + fish rice noodles + cultural tourism + rural poverty alleviation”.
It gained a better understanding of the history and culture of Qifengdu fish rice noodles and established an inheritance base of the intangible cultural heritage of Qifengdu fish rice noodles.
Branding can contribute to the industrial integration and development. The development in the first industry is to build the planting base of rice, pepper, fish and other ingredients of fish rice noodles and to establish its origin protection zone.
The development in the second industry is to establish rice noodles processing plants with fish rice noodles as the main products and such agricultural products processing plants as seasoning plants, soybean oil plants, tea oil plants and cold chain logistics and the supporting industry chains.
The development in the tertiary industry is to develop rural tourism in the birthplace of Qifengdu fish rice noodles by relying on the beautiful scenery of the Xihe Scenic Belt and the farming culture education base. Every year, more than 200,000 tourists are received and over 20,000 teachers and students come here for educational school trips.
Nowadays, "Qifengdu fish rice noodles cultural tourism" has become a new hot spot for tourism in Chenzhou. The total output value of Qifengdu fish rice noodles has exceeded 500 million yuan, with the sales of bagged fish rice noodles and offline stores as well as the value of supporting and derivative industries all topping 100 million yuan.
To develop the local brand of grain machinery
Hunan Chenzhou Grain and Oil Machinery Co., Ltd. has focused on the R&D of grain machinery for more than 50 years and now it has become a well-known trademark and famous brand in China.
The company has developed over 100 kinds of specifications of products in more than 20 series, which involve in the complete rice milling, grain processing, grain drying and grain storage. It has over 50 products with independent intellectual property rights that occupy the leading position in the industry both at home and abroad. It also has over 150 national patents and more than 10 national and provincial honors.
In 2021, Hunan Chenzhou Grain and Oil Machinery Co., Ltd. produced nearly 7,000 sets of all types of single machines, with the sales of 510 million yuan and profits and taxes of more than 30 million yuan. The above figures represent an increase of 255%, 28% and 25% respectively over 2020.
From January to June this year, the production output of various types of single machines reached 4,000 sets, with the sales amounting to 400 million yuan.
