In the "two sessions" of Yongjia in 2020, CPPCC members Zheng Liyu, Zheng Guohe and Teng Jinglin respectively submitted proposals on promoting the development of the Yongjia wheat cake industry, and the three proposals were merged into the "Suggestions on Effectively Promoting the Development of the Yongjia Wheat Cake Industry". According to the proposal, since last year, Yongjia County has adhered to the development of the Yongjia wheat cake industry as the starting point, done a deep "nostalgia culture + characteristic industry" integration article, and strived to make the characteristic cuisine into a rich people's industry, exploring a replicable and generalizable industrial revitalization, nostalgia and enrichment of the people, and boosting the income of Yongjia farmers. According to statistics, yongjia wheat cake stores nationwide increased from more than 300 at the beginning of last year to more than 500 at present, and the annual output value of the wheat cake industry increased from 120 million yuan in the previous year to 300 million yuan.
01
Create an "Internet +" industrial innovation model
Yongjia is rich in wheat cake, also known as "wheat bowl cake", has a long history, is one of the traditional snacks of the folk in our county, loved by the people for thousands of years, is a food loved by people in Jiangsu and Zhejiang generation, and is also a "nostalgic wheat cake" and a "Yongshang pizza" of the Yongjia people in a foreign country. Wang Cailian, secretary of the county party committee, introduced Yongjia special products such as Nanxi River tourism and local cuisine to netizens online at the 2020 World Yongjia People's Conference on the Cloud, and CPPCC member Teng Jinglin was encouraged and inspired to suggest that traditional snack wheat cakes be used as a breakthrough to create a "Yongjia wheat cake" characteristic brand and make the wheat cake special product industry bigger and stronger.
Familiar wheat cake, familiar taste, familiar memory, rooted in simple nostalgia, wheat cake is not only a nostalgic memory, but also a symbol of Yongjia township. Since the introduction of Secretary Wang Cailian of the 2020 World Yongjia People's Congress on the Cloud, this kind of industry floating in the countryside has injected new energy into the upgrading of the Yongjia wheat cake industry, brought new development opportunities, and also given new historical connotations, and one story about Yongjia wheat cake has continuously entered people's vision.
Yonghui wheat cake
In order to effectively promote the development of the Yongjia wheat cake industry, Zheng Liyu, a member of the Chinese People's Political Consultative Conference, proposed to adhere to the standard guidance, implement the brand strategy, and enhance the cultural connotation, and suggested that there should be corresponding standards in the selection of raw materials, formula production, and baking technology, and make every effort to promote the registration of "Yongjia wheat cake" landmarks, implement brand chain franchise, uniformly use the "Yongjia wheat cake" trademark and LOGO, unify store decoration, unify the use of environmentally friendly paper bags or other environmentally friendly materials for outer packaging, and unify market pricing. At the same time, tell the story of Yongjia wheat cake, inject the cultural connotation of wheat cake, enhance added value, and promote the good and rapid development of Yongjia wheat cake industry.
Photo by Chen Shenghao
In the past year, from the secretary of the county party committee to call Yongjia wheat cake, to the establishment of the Yongjia wheat cake development leading group jointly composed of 13 departments, to the establishment of the Yongjia County Wheat Cake Association, to the declaration and registration of geographical indications for Yongjia wheat cake, to the Yongjia wheat cake stationed in the canteen of Wenzhou municipal organs... Yongjia has organized and held Yongjia "Taste new wheat cake" taste tour activities, Nanxi taste tour, family culture festival and "wheat cake" skill competition activities and other activities, with Yongjia wheat cake as the medium, enthusiastic citizens as the main participant object, with agricultural tourism activities as the platform, and actively create an innovative model of "Internet + agriculture + leisure + tourism + sales", with remarkable results.
02
The "Yongjia Wheat Cake" demonstration store was spread all over the country
On April 8 last year, Yongjia set up the "Yongjia Wheat Cake" Industry Development Leading Group, clarified the responsibilities of the department, and held the first meeting of the Preparatory Group of the Wheat Cake Association and the Yongjia Wheat Cake Industry Development Seminar. Judging from the registration information of the Municipal Supervision Bureau, 194 wheat cake shops in the county have been registered last year. Now the wheat cake shop is not only blossoming everywhere in Yongjia, but also out of Yongjia, and its reputation is outstanding.
Teng Jinglin, a member of the Chinese People's Political Consultative Conference [CPPCC], said that the market demand for Yongjia wheat cake has a broad space and a very promising prospect. With the "Yongjia Wheat Cake" brand as the core, combined with the relevant characteristic industries of Yongjia, it radiates and guides the growth of related industries in the region, and promotes the "Yongjia Wheat Cake" demonstration stores to be rolled out throughout the country.
Teacher mother wheat cake
"Last year, we organized 4 sessions of wheat cake vocational skills social training, training more than 100 wheat cake masters. Among them, Wenzhou Climbing Ridge Yongjia Wheat Cake Shop sold more than 700 wheat cakes on the day of opening, with a turnover income of more than 14,000 yuan on the same day, and the average salary of the clerks could reach 8,000 yuan. The relevant person in charge of the Yongjia Wheat Cake Office told reporters that after a series of publicity and regional public brand building, Yongjia Wheat Cake has become a delicacy that tourists must taste in Yongjia, and the price has risen from the average price of 13 yuan at the beginning of the year to 18 yuan. Yongjia wheat cake stores nationwide increased from more than 300 at the beginning of the year to more than 500 at present.
From 120 million yuan in 2019 to 300 million yuan, the rapid increase in the annual output value of the wheat cake industry proves that the special food industry chain of Yongjia wheat cake is becoming an important part of driving farmers to increase their income, and wheat cake is not only a characteristic industry of Yongjia, but also a good industry for the people to get rid of poverty and get rich. The relevant person in charge of the Yongjia Wheat Cake Office said that Yongjia Wheat Cake is a cultural and historical presentation that carries a strong nostalgic memory. In the future, on the basis of excavating, inheriting and carrying forward the characteristic cuisine of wheat cake, we will further improve the cultural taste and green safety guarantee level of food, make every effort to create a unique food culture system of Yongjia wheat cake, promote the development of the wheat cake industry in the direction of standardization, chaining, industrialization and e-commerce, and make every effort to create a unique tourism food brand in Yongjia.
Source/ China Yongjia WeChat public account
Yongjia Media Group all-media reporter Fan Haiguo