In 1998, the 47-year-old Zhang Hongjun went abroad for a walk, and when he came back, he had to quit his "iron rice bowl" job, who discouraged and who was anxious. The wife pleaded bitterly: "You are so old, is it not good to wait for retirement?" Zhang Hongjun not only did not listen, but also became a seller for 300,000 yuan, directly ran to the deep mountains and old forests of Yunnan, no one would have thought that many years later he created a "coffee legend".
In the 90s of last century, I immediately reached the age of "knowing the destiny of heaven", and I had to resign when I came back from a business trip abroad. Friends scolded him for burning his brain, and his son cried: "Dad, do you have to toss our happy home into pieces?" ”
At this time, there was also speculation that Zhang Hongjun had received any stimulation abroad.
It turned out that on that day 24 years ago, he came abroad alone to talk about cooperation, during which the reception staff of the other company brewed a cup of coffee and said: "Mr. Zhang, this is the world's top Cuban coffee beans grinded, can not drink in China Oh! ”
You say that brewing coffee is brewing coffee, but she also has to remind that it is the world's top coffee beans. Even so, at the end of the day, don't forget to mock that you can't drink this kind of coffee in China, which is obviously looking down on people.
Where can Zhang Hongjun bear this anger, he shouted back in anger: "Oh, Cuban coffee beans? If you've ever tasted coffee from Yunnan, China, you're bound to be ashamed of your ignorance. ”
A sentence instantly ignited the smell of gunpowder, and it was about to erupt, and the partners came to the round at the critical moment to avoid an unnecessary conflict. However, this matter was like a thorn deeply rooted in Zhang Tiejun's throat.
When it comes to Yunnan coffee, no one knows the human geography here better than Zhang Hongjun.
It was still seven years ago, not long after he graduated from college, he was arranged to work in a remote rural area in Yunnan. The wild coffee trees that roam the mountains of Yunnan are simply a unique landscape.
In the years of dry Zhiqing, he had to drink several cups of wild coffee every day, which not only tasted great, but also promoted digestion, refreshed, and the whole person was full of vitality every day.
Later, Zhang Hongjun got the "iron rice bowl" job and left Yunnan, but every year he would let the villagers send them some coffee beans. He said: "Not only is it greasy, it is also healthy. ”
This time he was humiliated abroad, and Zhang Hongjun's memory was pulled back to more than a decade ago. Back at Home, he looked at the Yunnan coffee beans on the table, thinking that the people there were still as miserable as before, and couldn't help but feel sad.
After much thought, Zhang Hongjun made a decisive decision - to resign, return to Yunnan to grow coffee, and develop the coffee industry.
Before that, Zhang Hongjun has done research: Yunnan coffee has a history of more than 200 years, excellent location, perennial climate like spring, sunshine, dry and wet, small temperature difference. Especially the soil structure, which is very suitable for the cultivation of high-quality coffee.
With 300,000 yuan in cash from selling all his belongings, he came to Yunnan alone, doing ideological work with local farmers one by one, and pulled up a coffee planting cooperative team of more than 20 people for half a year.
The previous years were the most difficult, although there are many wild coffee trees here, but there is no special management, and there is still a gap with the taste of international brands. Secondly, it takes more than 3 years for coffee trees to hang fruit. Coupled with the lack of experience in the early stage and the small number of personnel, Zhang Hongjun ate and lived in the mountains.
However, with the advancement of the project, Zhang Hongjun felt that his whole physical condition became healthier, diabetes, high blood pressure was gone, and his big belly had completely disappeared, and he had more than 160 pounds when he came here, and only 110 pounds were left a year later.
In his spare time, Zhang Hongjun used what he had learned to tell the children in the mountains about the outside world, hoping that they would go out of the mountains and then come back to embrace their hometown.
From 1998 to 2008, these 10 years were Zhang Hongjun's most difficult decade, and it was also the 10 years when he laid a solid foundation. At this time, the Yunnan coffee variety "Katim" has become well-known in the industry with its cheap, affordable and delicious characteristics, and once became the world's processing plant.
Zhang Hongjun said: "First exchange the price for the market, and then fill the product with quality. ”
Yes, "Katim" is a low-end product, but in order to be steady, he can only do this. Therefore, before 2014, Yunnan coffee beans have been printed by the outside world as "although the output is high, it is a low-end goods".
Also in 2014, Zhang Hongjun's coffee planting base burst into a fire, which burned for three days and three nights before it was extinguished, and more than 500 acres of coffee gardens were almost destroyed.
After this fire, Zhang Hongjun made up his mind to enter the high-end coffee market. Since the low-cost "Katim" varieties have all been burned, let's take a rebirth.
He borrowed 20 million yuan from the bank, introduced top expert guidance from abroad, and purchased advanced grinding equipment and technology, and developed new categories along the way. As of 2019, Zhang Hongjun has added 10 new varieties and has received unanimous praise in the whole industry.
Under the leadership of Zhang Hongjun, today's Yunnan coffee industry has been very mature, and its products are exported to more than 100 countries and regions at home and abroad, and have gained a good reputation. The local farmer's face was full of happy smiles, and he used his old age to write a "Documentary on the Revitalization of the People's Rural Areas in Yunnan".
In 2020, Zhang Hongjun's team newly developed a 3-second instant coffee with "0 sucrose, 0 additives, 0 fat", which was just listed and was robbed by netizens across the country. It is not only the favorite of fitness experts, but also a good partner for many weight loss friends.
This cold brew black coffee is very accurate for the crowd, mainly with children's mothers, fitness groups, weight loss people, women, white-collar workers, students and other people.
Without a little additive, natural health, brew a cup every day before and after meals, breaking down the fat. For those who stay up late for a long time, it is more refreshing and supplementing nutrition. There are also some obese people who insist on drinking to eliminate edema.
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