"Air-dried beef jerky is the taste of traditional beef jerky; fruit wood roasted beef jerky has a faint fruit wood fragrance, like buy some and taste it!"
Dressed in Mongolian costumes, 55-year-old Alatan Tuya enthusiastically introduced his hometown cuisine to netizens on his mobile phone screen.
Alatan Tuya is the inheritor of the intangible Mongolian air-dried beef making skills, and for more than a decade, she has followed the footsteps of the times and committed herself to helping farmers and herders in her hometown to get rich together in a variety of ways.
In 2019, Tuya registered the Douyin number @ Beef Jerky Tuya Sister, opened short videos and live broadcasts to bring goods, and sold food and good things from the depths of the grassland to all parts of the country with the help of Douyin interest e-commerce.
"One person is not rich, but everyone is really rich." Tuya said that his life has long been connected with the grassland, and his greatest wish is to make the life of farmers and herders better and better.
<h1 class="pgc-h-arrow-right" data-track="6" > you can eat or drink, but you can't do without effort</h1>
Tuya was born in 1966 to a traditional herdsman family in the Xilin Gol League, Inner Mongolia. For herders in the depths of the grasslands, the most important wisdom of life is to live a life and know how to behave in the world.
Tuya said that her mother was always busy, getting up early in the morning to pour ashes, cook, milk cows, herd cattle, and pick up cow dung, as if tireless, positive and happy.
"My parents often taught us that we could eat or drink without eating or drinking, but we couldn't help but work hard. Because it doesn't matter if you are hungry for a while, you don't know that you are doomed to hunger and poverty for a lifetime. Under such a family environment, Tuya has been industrious and capable since childhood, not only learning to do housework, but also learning to make traditional Inner Mongolian foods such as beef jerky, milk tofu, and blood sausage with her mother.
In order to live, as an adult, Tuya herded sheep, worked as a factory worker, a hotel waiter, and opened a beauty salon. More than 10 years of hard work and wandering have exposed Tuya to the outside world and also allowed her to see the development of the market economy. "At that time, I thought how good it would be if I could get the food in my hometown out of the grassland and into families all over the country."
In 2003, Tuya decisively closed its beauty shop. She moved to the Horqin Grassland, opened a Mongolian restaurant, and founded Hude Arun Food Co., Ltd., which mainly sells beef jerky and other products. "The economy of the Horqin region is relatively developed, and I hope to start a business here and let the grassland beef jerky go out."
<h1 class="pgc-h-arrow-right" data-track="35" > developed roast beef with fruit wood, which made prairie beef jerky sell at a better price</h1>
Once, Tuya accompanied her son to a restaurant to eat roast duck. She found that half a roast duck can sell for 48 yuan, while 1 kilogram of beef jerky can sell for 23 yuan, but 1 kilogram of beef jerky requires more than 3 kilograms of fresh beef.
"I wanted to know why this roast duck was so expensive, and how good it would be if the beef from my hometown could be sold for a good price." Because of his acquaintance with the restaurant owner, Tuya called and asked to know that roast duck is expensive in the roasting method, which is a duck made of fruit wood, which tastes better than traditional roast duck, and can also be kept fresh, which is very popular with customers.
"Since fruit wood can roast duck, why can't you roast beef?" Tuya began experimenting in his own restaurant, developing roast beef with fruit wood. During that time, she cut meat, marinated, and roasted meat every day from morning to night, leaving her face full of putty. After the roasting is done, the waiters will give the guests a free tasting, and do a record research, and then adjust the soft, hard, salty and roasting heat of the beef jerky according to the feedback of the guests until all the guests are satisfied.
In this way, after more than two months of continuous experimentation, Tuya finally developed fruit wood beef jerky. In order to let customers take it away, Tuya also bought a vacuum baler, which can sell more than 300 catties a day. "Our prairie beef has finally sold for the price it deserves." Tuya recalled excitedly.
< h1 class="pgc-h-arrow-right" data-track="36" > beef jerky in my hometown, and I really went out of the grassland</h1>
In the early years, in order to promote beef jerky in his hometown, Tuya always missed any opportunity to expand his sales channels.
She actively declared the inheritor of the beef jerky making skills of the intangible cultural heritage of the autonomous region, and also carried the fruit wood beef jerky and air-dried beef jerky made by herself, traveled to the domestic agricultural product exhibitions, and even went to Japan, Dubai and other countries to participate in the exhibition, and the products also won many awards, but Tuya was not satisfied with the status quo.
In 2019, Tuya was introduced to promote the food of his hometown through Douyin. She downloaded the Douyin App on her mobile phone and studied it seriously. After studying for two or three months, I felt that Tuya had a spectrum in my heart, so I opened my own vibrato number @ beef jerky Tuya sister. Tuya, who is in his 50s, shoots videos, cuts videos, and learns to live broadcast, almost to the point of sleeping and forgetting to eat.
Opening the Douyin homepage of "Beef Jerky Tuya Sister" is like opening the Prairie Food Guide. There are beef jerky, belly bun meat, blood sausage, shallot patties, butter rolls, milk tea and other delicacies, and Tuya is also introduced while eating. Fans said that they couldn't help but drool across the screen.
Not only that, the unique grassland characteristics of life scenes such as banqueting guests in yurts, praying for blessings in Ao bao, herdsmen building stoves and making fires, and pulling water with Lele carts to eat are also displayed in front of netizens.
Among the more than 500 videos released by Tuya, there are several videos introducing "sucking sheep's tail oil", and each one has tens of thousands of likes, but some netizens say that they do not understand.
Tuya explained that "sucking sheep's tail oil" is a local cultural custom, and most mothers on the grassland will let their newly weaned children eat a bite of sheep's tail oil, which means "full stomach". Grassland people believe that "the stomach is full of heart is not empty", and when you are full, you will not breed greed, and you will know how to share. And the grassland people take "the sheep as beautiful", believing that the sheep is a symbol of beauty, and after the guests come, they will also let the guests suck the sheep's tail oil and wish the guests a better life. A netizen left a message saying that he saw the real grassland life.
With the growth of fans, Tuya's live streaming is also becoming more and more popular, and at most it can sell more than 200,000 yuan in one night. Some fans left a message after eating beef jerky, and ate the taste of childhood, and ate the strong grassland flavor. The growth of sales has not made Tuya relax her control over the quality of goods, she has always adhered to the standards of import and export products, and strictly implemented 21 processes such as meat, cutting, selection, air drying, drying, baking, and packaging.
"These beef jerky are not only products, but also represent the conscience of our prairie people." Tuya said.
Over the past year, Tuya's Douyin has accumulated more than 400,000 fans and sold more than 20,000 items, which have been sold to 31 provincial-level administrative regions across the country. "The beef jerky in our hometown is really out of the grassland." Tuya's words are full of emotion. Tuya has opened up new sales channels for air-dried beef through Douyin e-commerce, and has also received attention and praise from Xinhua News Agency.
<h1 class="pgc-h-arrow-right" data-track="37" >I am the daughter of a herder, and I hope that herders will all get rich</h1>."
At present, in Tua's hometown, more than 200 farmers and herdsmen have cooperated with Tua.
Tuya once conducted a special survey and found that many herders' income from raising cattle was only enough for the basic cost of living, or even enough to make up for the cost of raising cattle, which made her heart ache. "I am the daughter of a herdsman, and I hope that the herders will be rich, and I am willing to try no matter how difficult it is."
Farmers and herders on the grasslands are industrious and capable, but there is a general lack of awareness of the market. Tuya has set up a group in particular, and through online and offline training, teaches everyone how to enhance the added value of agricultural and animal husbandry products, how to adapt to the needs of the market and consumers for product packaging and sales, and how to build their own brands.
In the past, herders directly sold the whole cow after raising cattle for three or four years, and the price of a cow was about 17,000 yuan. Today, the selection of beef hind legs made of beef jerky, other parts of the refining into sauce beef, tendons and brains and other more than a dozen kinds of delicacies, a whole cow can be sold for 32,000 yuan, compared with the past nearly doubled, the life of farmers and herdsmen has also been greatly improved.
But this is far from enough in Tuya's heart, "I am the daughter of the herdsmen, I hope that the herders on the grasslands can get rich, I know it is difficult, but I am willing to do it." 」
"I set myself a goal, hoping to create a hundred million-level value, so that the high-quality goods of the Inner Mongolian grasslands can go to the world, so that this intangible heritage skill can be passed on." I believe that as long as you work hard, you will be able to achieve it! Tuya said with a smile.
#60后 "Beef Jerky Sister" was praised by Xinhua News Agency #