The China Agricultural Film and Television Center, together with relevant media and industry organizations, jointly organized the implementation of the "Rural Revitalization Empowerment Plan (2023-2025)". This issue of CCTV-17 public welfare exhibition focuses on Hainan Agricultural Reclamation Mushan Coffee Co., Ltd., and 100+ typical cases will be broadcast one after another.
Background of the case
Hainan Nongken Mushan Coffee Co., Ltd. (hereinafter referred to as Mushan Coffee) is located in the former Dafeng Farm in Qiongzhong County, Hainan Province, with an area of 2,216 acres of coffee plantations. Mushan Coffee Company is mainly engaged in diversified industries such as coffee breeding, seedling cultivation and breeding, standardized planting, roasting, processing and sales, product development and application, coffee peripheral product development, coffee trade, and coffee culture and health tourism.
The main problem solved
With the further popularization of coffee consumption and the continuous expansion of consumer groups, the mainland coffee market has entered a stage of rapid development. However, there are always problems such as low return rate of coffee farmers, slow growth cycle of traditional seedlings, insufficient deep processing level ability, lack of brand building, and inability to exert brand effect. It focuses on solving the problems of low enthusiasm of coffee farmers, low overall economic benefits, and slow coffee industrialization.
Main practices
Strengthen scientific and technological research and development, research and development of high-quality new varieties. After several generations of in-depth research and development, the new variety of "Dafeng No. 1" has been cultivated, which has made a qualitative leap in disease and pest resistance and high leaching rate on the basis of retaining Robusta's native beans. In order to ensure the superior quality of coffee from the source, Mushan Coffee promoted "Dafeng No. 1" to coffee growers in the Dafeng area of Yangjiang Farm, persuaded farmers to change to "Dafeng No. 1" coffee with higher quality and more stable output, and took the initiative to provide local poor households with free seedlings, learning Xi planting technology, special guidance and management, and guaranteed purchase, so as to steadily develop the coffee planting industry.
Innovate management methods and provide high-quality technical services. Under the management mode of "combining unification and decentralization, joint participation, sharing risks, sharing benefits, and building a win-win situation", the front-end coffee planting income is guaranteed, and the coffee planting base will give part of the profits to the growers, and the growers will manage the coffee planting end, and the base will provide technical support and technical services to purchase fresh coffee fruits and solve the technical problems and marketing problems of the growers.
Create brand characteristics and promote the transformation and upgrading of coffee consumption. Relying on the high-quality natural growth environment, the long planting history and the "brand strong reclamation" strategy created by Haiken Holding Group, Mushan Coffee has developed four series of 15 products for different consumer groups, including coffee beans, coffee powder, hanging ear coffee and instant coffee, which are praised as "rich and tangy caramel, mellow and sweet aftertaste, rich cream, chocolate, hazelnut and unique and faint barley tea aroma", which completely subverts the "sack, earth, rubber and bitter taste" left by Robusta coffee to people's sense of smell and taste”。 In the 2022 Hainan Provincial 7th Tourism Commodity Design Competition and "Haikou Imprint" Characteristic Tourism Commodity Design Competition, Mushan Boutique Hanging Ear Coffee Gift Box won the Gold Award. On April 12, 2023, the first store of the cooperation between "Mushan Coffee" and Indonesia's largest coffee trading company "Huochuan Coffee" was officially unveiled, and the two parties took this brand alliance as an opportunity to jointly promote the transformation and upgrading of coffee consumption in mainland China.