At the 6th China Brand Day this year, Illian Muxi put forward the brand proposition of "Chinese brands using Chinese ingredients", and launched the collection of Chinese good fruits on the official social platform, guiding everyone to recommend their hometown fruits and implement the trend of developing regional fruits into action.
Since the end of 2021, Yilian Muxi has successively cooperated with Guangdong Xuwen pineapple, Sichuan Panzhihua mango, Xinjiang Hami cantaloupe and other production areas, endorsing Chinese ingredients in the name of the place of origin and empowering rural revitalization. How can high-quality agricultural products with national geographical indications "join hands" with Anmuxi to provide nutritious and delicious products for the Chinese people? And how to use product innovation to help local economic development and empower rural revitalization? The first stop of our "Fruit Hunting Tour" was Xuwen, Guangdong Province, to find answers.
"The Sea of Pineapples" Sweet Encounters
In July, Xuwen County, Guangdong Province, ushered in the hottest and rainiest season of the year. In the red soil on the gentle slope terrace, the pineapple leaves with jagged edges rise and fall like a green sword forest, as if an ocean that cannot be seen from the edge, beautiful and colorful. It is said that 1 out of every 3 pineapples in China is produced in Xuwen. Xuwen County, with a century-old cultivation history, is the largest pineapple producing area in China.
An Muxi's encounter with Xu Wen pineapple
Since the beginning of this year, Illian Muxi Yogurt has used Xuwen pineapple as a fruit raw material and launched a new product with "sweet pineapple" flavor, which has made Xuwen pineapple "fire".
Although it is past the season when pineapples are on the market in large numbers, in the famous Internet red spot "Sea of Pineapples" in Qujie Town, Xuwen County, there are still pineapples that produce sporadic fruits in different months in large pineapple fields, and there are many small stalls selling pineapples on both sides of the observation deck on the side of the road. I chose a few, and the big sister who sold pineapples sharply sliced and handed them to us.
The ripe pineapple flesh is golden, full of moisture, sweet and crisp, and the mouth is fragrant, subverting the northerners' cognition of the taste of pineapple, and the sweet taste of Xu Wen pineapple is indeed worthy of the name.
After tasting the fresh pineapples harvested from Xuwen, we are even more curious about how to plant and pick xuwen pineapples one by one, and to retain the fresh taste to the greatest extent, and rush to the appointment with Anmuxi? At the next stop, we decided to take a look at the fields.
High quality yogurt grow-out note
Chen Faya is the person in charge of Zhanjiang Kezhi Agricultural Technology Co., Ltd., is a well-known pineapple planting "soil expert" in Xuwen, and has participated in the drafting of industry norms such as "Xuwen Pineapple Quality Control Specification", "Xuwen Pineapple Planting Technical Regulations", "Xuwen County Pineapple Park Environmental Requirements" and so on. Chen Faya, who studied agriculture, has more than 20 years of pineapple planting experience, and now there are nearly 5600 acres of modern water and fertilizer integration demonstration pineapple planting base in Xuwen County.
Here, pineapples have to go through 18 months of long growth, experience the baptism of heat and typhoons, and bear the only fruit of a lifetime, they are huge golden, full of fruit, crisp and sweet flesh, strong aroma, and are recognized as high-quality players with full praise rates in the market.
Xu Wen pineapple became the fruit of An muxi
Chen Faya has more demanding requirements for the quality of pineapple, the fruit he selects should be crisp and juicy, sweet and slightly sour, long-lasting aroma, vitamin C content is greater than 22.5mg/100g, soluble sugar content is higher than 25%, titrable acid content is less than 0.85%. With the quality control requirements of the best of the best, Chen Faya began to provide fruit materials to Anmuxi this year.
Pineapples picked from Chen Faya's planting base will be sent to the production workshop of Zhanjiang Pineapple Shijia Industrial Co., Ltd., a leading fruit processing enterprise in Xuwen County, for the first time. Here, the fruit sorting, cleaning, peeling, cutting, freezing and other procedures will be completed in the fastest 2 hours, locking the taste and nutritional composition of fresh fruits in the shortest possible time, and sending them to the next factory through the cold chain, making fruit grains into jam and becoming raw materials for yogurt.
In the research and development process of Anmuxi sweet pineapple yogurt, the R & D personnel insisted on not adding a drop of water to the yogurt base, so as to obtain a rich and mellow taste with protein higher than 35% of the national standard, and repeatedly debugged in the process of adding pineapple jam, and finally found the best taste ratio of jam and yogurt - 4.1g. At this point, Xuwen Pineapple and Anmuxi Yogurt completed a sweet encounter and stepped onto the consumer's table.
As soon as this product was listed, it won the favor of consumers with its veritable sweet taste, and since its listing at the end of December last year, its sales have accumulated more than 700 million yuan.
It is reported that Yilian Muxi has purchased 2,000 tons of Xuwen pineapple, which has played an important role in promoting the high-quality development of Xuwen pineapple industry.
Product innovation empowers rural revitalization
Ye Qinghong, the "leader" of Xuwen County Longteng Development Co., Ltd., is also a pineapple grower. After graduating from high school in 2000, Ye Qinghong did not go out to work, but chose to go home to farm. In more than 20 years, the planting area of pineapple with green and red leaves has jumped from more than 30 mu to more than 1,000 mu, becoming a large local planter. In 2017, Ye Qinghong registered and established Xuwen County Longteng Development Co., Ltd., attracting more than 1,000 farmers to join.
Ye Qinghong's greatest wish is to enable more young people like him to have more opportunities for employment and prosperity in their hometown, so that the economy of their hometown can be revitalized and developed. Today, "new farmers" like Ye Qinghong have more favorable support. While helping Xuwen pineapple sales, Yilian Muxi joined hands with youcheng Entrepreneur Poverty Alleviation Foundation to launch the "Youyou Peace of Mind Plan", focusing on the comprehensive support of new farmers, from talent training to local economic linkage.
Ye Qinghong and the growers
Taking Xu Wen as an example, the project adopts the model of "online and offline entrepreneurship empowerment training + entrepreneurial incubation guidance + entrepreneurial operation resource docking", trains industry leaders in the local area to carry out product creation and live streaming entrepreneurship training, and entrepreneurial incubation guidance, so that more trainees can master the knowledge and skills of industrial development, operation management, product creation and live e-commerce, drive practitioners in the industrial chain to achieve income increase, let more county youth stay in their hometowns, and help rural economic development.
On May 10th, the 6th China Brand Day, Ilian Muxi put forward the brand proposition of "Chinese brands using Chinese ingredients", and cooperated with Panzhihua mango, Guangdong Xuwen pineapple, Xinjiang Hami cantaloupe and other production areas to endorse Chinese ingredients in the name of the place of origin.
Fruit growers working in the fields
In addition, Illian Muxi also launched a collection of good Fruits in China on its own official social platform, guiding everyone to recommend their hometown fruits and implementing the trend of developing regional fruits in action.
With the national policy of empowering rural revitalization with product innovation, Yili has explored a new path. As a leading dairy enterprise, Yili has played an important role in driving the revitalization of China's dairy industry and rural revitalization over the years, and has driven 5 million farmers and herdsmen to the road to prosperity through the development of the upstream and downstream industries of the dairy industry.
In China, Yili not only provides nutrition and health support for the Chinese people, but also promotes the revitalization of the country's dairy industry and rural revitalization from the entire industrial chain.
Using Chinese ingredients to provide high-quality products, Yili is constantly making new attempts on the road of helping China's rural revitalization.
Text/North News North Network Chief Reporter Chana