In the fifth month of the lunar calendar, Guanzhong is ripe. At the time of the wheat harvest, in the Zhouyuan Fertile Soil Ecological Agriculture Professional Cooperative in Qishan County, Shaanxi Province, the wheat grains that were mechanically rolled up to dry looked like golden waterfalls in the sun. Ju Lirang, the person in charge, said: "This year is another bumper harvest year, relying on the selenium-rich wheat research technology of Northwest A&F University, the mu yield has increased by nearly 20%, and the output value is 8 million yuan." At the end of the year, after the daily output of 30 tons of wheat processing production line is put into operation, the output value can reach 16 million yuan. ”
The golden and full grains of wheat, in the eyes of Ju Li Rang, are the harvest of the granules returned to the warehouse; in the eyes of Jing Ningbo, chairman of Shaanxi Qin Yinong Food Company, it seems to be the spicy Qishan "cheek noodles".
Shaanxi Qishan Qizi Noodle Cultural Industrial Park, which integrates the food experience, sightseeing tourism and image display of Qishan Noodles, can be called the "lookout post" of Qishan Qizi noodles accelerating to the big market.
"Let 'local taste' become 'Chinese taste'." It is the feeling of the person in charge of the park and the chairman of Shaanxi Qin Yinong Food Company. "Our five direct-operated stores have sales of 30,000 yuan per day, and 15 kinds of ready-to-eat and cuisine-type Qishan Zizi noodles have been sold to Beijing, Guangdong, Qinghai, Hunan and other provinces and cities through e-commerce platforms. After all the park projects are completed at the end of next year, the total annual sales will reach 1 billion yuan, and the profits and taxes will reach 200 million yuan, which will drive 120,000 people to start a business and find employment."
As the hometown of Zhou Li, Qishan Zhenzi noodles, which originated from the "completion" ceremony of the Western Zhou Dynasty, are known as "the food of the gods" and the "living fossils" of Chinese noodles with its "thin, tendon, light, fried, thin, wang, sour, spicy and fragrant", and are the first batch of intangible cultural heritage protection projects in Shaanxi Province, "Chinese famous snacks" and national geographical indication certification trademarks.
How to make a flavored food with "culture, word of mouth, and market" into a characteristic industry that drives economic development? In recent years, Qishan County has proposed to build a "one-bowl noodle economy" project with Zhenzi noodles as the leader and agricultural quality improvement and efficiency improvement as the goal, driving the industrial chain through leading enterprises, upgrading the value chain of characteristic products, and stringing up the supply chain of e-commerce logistics to promote the "branding, industrialization and marketization" of Zhenzi noodles.
"Agriculture is the foundation for the development of the 'one-bowl noodles' economy." Feng Zijing, deputy director of the Qishan County Agriculture and Rural Bureau, said that a bowl of Qishan noodles involves a variety of ingredients such as local wheat, pork, balsamic vinegar, Qin pepper, carrots, fungus, tofu and garlic seedlings. To this end, Qishan has established a national crop variety regional test station and a Qishan high-quality wheat test station of Northwest A&F University, through test demonstration, driving the development of 200,000 mu of characteristic high-quality wheat, 100,000 mu of vegetables, 50,000 mu of rapeseed, 50,000 mu of peppers, 200,000 pigs and 100,000 mu of fruits, initially forming a traceable "one bowl of noodles" high-quality raw material supply base.
Yidian Town is a 10,000-mu selenium-rich wheat base built by Qishan County. In order to strengthen the production factors of raw materials and improve the supporting industrial chain, Yidian Town has built a high-quality wheat planting and deep processing base, a vinegar brewing base, a flower seedling planting base, and a cash crop planting base, cultivated famous brands such as "Fengmingcang" selenium-rich wheat flour, "golden red apple" and "Tiancheng vinegar", and initially formed an industrial pattern of "production, processing and sales" with comprehensive and coordinated development.
"One bowl of noodles" economy integrates three industries into one. Zhang Huiya, deputy secretary of the Qishan County CPC Committee, said that focusing on raw materials such as "flour", "spices", "meat", "vegetables" and "fruits", Qishan has formed a development pattern of "one bowl of noodles" before tasting zhou culture, "one bowl of noodles" in the tasting of "one table dish" and "one bowl of noodles" after tasting "one plate of fruit" by building industrial parks such as direct supply of raw grain bases, 10,000 mu of peppercorn industrial belts, pig breeding gathering areas, direct supply vegetable bases, and high-quality fruit plantations.
With the promotion of noodle branding, industrialization and marketization, Qishan Zhenzi noodles have also advanced from the original local taste to the urban food market.
"Nowadays, all aspects of making noodles, mixing soups, making diatrium, cutting bottom dishes, etc., have been mechanized, assembly line production, and then vacuum packed according to the amount required for a bowl of noodles." In the Qishan Zhenzi Noodle Cultural Industrial Park, Jing Ningbo said, "In accordance with the production and marketing model of 'origin ingredient base + production base + central kitchen + brand store', 'production base + processing enterprise + supermarket + e-commerce', we will open 1,000 Qishan Zhenzi noodle franchise stores nationwide." ”
The "one-bowl noodle" economy has not only boosted the upstream development of wheat, vegetables, peppers and pigs. At the same time, it has also "driven the industrialization and standardization of downstream industries such as flour, rolling dough, chili noodles, vinegar, pot helmets, oil spicy seeds, and cheeky meat." A large number of supporting enterprises started from the "chain" of Qishan and gathered came into being.
The pepper products developed by Baoji De Youlin Food Co., Ltd. entered Xi'an Airport and became the supplier of the 'Sanqin Package' on the flight, providing 60,000 dough sauce packs for the Xi'an market every day. It also provides base materials for famous catering enterprises such as Axiang rice noodles, Xibei, Xiaoliu Tangbao, etc., and produces 3,000 tons of pepper products per year, achieving an output value of 50 million yuan. Li Yuanping, general manager of Baoji Zhouyuan Tribute Agricultural Technology Co., Ltd., developed a stone-ground low-temperature ecological flour production line, which has "the nutrition of coarse grains and the taste of fine grains", which has become a direct supply flour for Qishan Zhenzi noodles and is also sold to dozens of provinces in China. Qishan Tianyuan Food Co., Ltd. has developed a series of new products such as vinegar drinks and vinegar powder. At the same time, it has also been approved as a 3A-level scenic spot, receiving 500 tourists every day, growing into the largest vinegar enterprise in the northwest and ranking 8th in the country.
The safety of agricultural products is an important part of Qishan's "one bowl of noodles" economic system project. In 2019, Qishan County was named a national agricultural product quality and safety county by the Ministry of Agriculture and Rural Affairs, and undertook the first batch of traceability and edible agricultural product qualification certificate management double pilot work of the Ministry of Agriculture and Rural Affairs. Qishan took the lead in establishing a local agricultural product quality and safety information supervision platform and a "true and false" traceability system APP, and 117 agricultural product production, storage and slaughtering enterprises in the county achieved traceability, with a coverage rate of more than 90%.
At present, the total market output value of Qishan's "one bowl of noodles" economy has reached 12.5 billion yuan. Among them, the raw materials of the first production are planted and raised, and the annual total output value is 3.2 billion yuan. Secondary food processing and manufacturing industry, the annual total output value of 5.8 billion yuan. The catering, tourism, logistics, e-commerce, offline sales and other industries of the three industries have an annual output value of 3.5 billion yuan.
Talking about the prospects of the "one bowl of noodles" economy, Su Shaomin, secretary of the Qishan County CPC Committee, calculated an account for the reporter: "one bowl of noodles" economically, before the undertaking of planting and breeding, in the medium-load processing industry, and later in the catering industry and cultural tourism. In the future, we will use the "one bowl of noodles" economy as the carrier to enhance the integration capacity of the three industries, and strive to achieve the end of the "14th Five-Year Plan", and the total economic output value of the county's "one bowl of noodles" will exceed 20 billion yuan.
Source: Economic Daily News Client