Soaked green plums
Farmers picking green plums.
Panoramic view of Zimei Villa
As early as the mid-1980s, Zhao'an County began to plant plums on a large scale, and after decades of development, it has become the main producing area of plums in the country, with the largest total output, the most perfect processing system of plums, and the largest foreign exchange earners from the export of plum products, enjoying the reputation of "the hometown of China's plums".
Excellent mountain water resources, unique selenium-rich soil, and healthy ingredients are all factors that Zhao'an has become the "world longevity town", and the green plums produced here are rich in 18 kinds of amino acids needed by the human body, which is a veritable longevity fruit. At present, the ome industry in Zhao'an County has formed an industrial cluster with a planting area of 133,000 mu, an average annual output of 105,000 tons, 135 ome business entities, and an annual output value of more than 6 billion yuan, driving 130,000 farmers in mountainous areas to achieve local employment.
In recent years, Zhao'an has accelerated the industrialization of Ome agriculture, focused on building a modern industrial system with the integrated development of Ome planting industry and secondary and tertiary industries, concentrated on building a large-scale planting base, built a modern agricultural industrial park in Ome with high standards, and promoted the construction of a strong county in the Ome industry and the strategy of rural revitalization.
With "plum" as the media industry upgrade to bring farmers rich
In the Fuyi food production workshop in Taiping Town, Zhao'an County, workers wearing dust-free clothes are rushing to make orders. One by one, after dozens of processes such as picking, cleaning, drying, pitting, salting, and salting, they will be transformed into pieces of leisure snacks on the shelves, and the price has doubled several times.
Taiping Town fruit planting area of more than 100,000 acres, is one of the main production towns of green plums. Around the green plum fruit, the green plum processing industry in Taiping Town has gradually developed, and now it has become a sales distribution center for green plums, and a large number of green plums depart from Taiping every year and embark on a journey to various places.
"At present, we buy about 6,000 tons of ome from farmers every year, and we also provide planting technical guidance to contracted farmers. The quality of fresh fruit is good, farmers can sell at a good price, and we can also purchase high-quality raw materials, which is a win-win situation for both parties. Tian Jianxi, deputy general manager of Zhao'an Fuyi Food in Fujian Province, said.
Fuyi Food Co., Ltd. is a provincial key leading enterprise of agricultural industrialization, focusing on the research and development, production and sales of plum products, in addition to its own brands such as "Xingfuyi" and "Snack Plum", it also provides product processing for muji, good shop, three squirrels, Laiyifen and other well-known brands. At present, the company produces more than 50 kinds of plum products, with an average annual processing volume of 15,000 tons and an annual total output value of 120 million yuan, and 80% of the company's employees are from the local area.
Zhao'an has a traditional processing technology of plums, and the folk mastered the processing technology of plums such as wumei, plum, plum wine, and plum preserved plums in the Ming and Qing dynasties. In 1834, Zhao'an "Golden Xing" long-established brand developed "Mei Lingdan" and "Salty Golden Jujube" (with plum and jujube as the main raw material) and other plum products, and exported to Southeast Asian countries and regions. Since 1992, many ome processing enterprises in Zhao'an have successively introduced processing technology from Japan and Taiwan to process ome fine products on behalf of others.
Zhaoan Ronghua Food Co., Ltd. is the province's largest export of plum products export key enterprises, now has a warehouse of 10,000 tons, 2 thousand tons of plum products production line, and built an advanced automated assembly line and export Of Japan grade plum products standardized production workshop. Recalling that at the beginning of the establishment of the factory in the 1990s, almost 80% of the green plums were exported to Japan in the form of semi-finished products, and the acquirer monopolized the purchase price system, and General Manager Tian Xiongping was very emotional.
For a long time, the local plum industry in Zhao'an adopted an extensive original industrial model, which was directly exported after being picked, pickled, and made into semi-finished products, and the internal organization of the industry was not strong, making the purchase pricing of green plum fresh fruit in a passive position for a long time. The dilemma has been around for a long time, how to crack it?
"We cast the entire industrial chain, optimize the industrial layout, the industry fell to the local, the tax fell to the local, the benefits fell to the local, through accurate investment, the county has Rongqi food, yo-yo orchard, Yanjin shop, oasis food and other large-scale plum processing enterprises in the country settled in Zhao'an." Xu Zhonglan, director of the Zhao'an County Agricultural and Rural Bureau, said.
From 2017 to 2020, Zhao'an issued the Implementation Opinions on Supporting the Development of the Ome Industry, and arranged financial funds of 15 million yuan per year to support the development of the Ome industry. In 2018, Zhao'an declared to the Ministry of Agriculture and Rural Affairs that the Taiping Town Qingmei Industrial Strong Town Project was approved, and invested in the eight major projects of the Qingmei Industry in Taiping Town, which promoted the vigorous development of the Qingmei industry in Taiping Town; in 2019, Taiping Town was identified by the Ministry of Agriculture and Rural Affairs as a national "one village, one product" demonstration township, and in 2020, it was listed on the list of one billion yuan towns with national rural characteristic industries recommended by the Ministry of Agriculture and Rural Affairs.
A green plum creates an industry, and the green plum becomes the local "rich fruit".
"Now exported to Japan are finished seasoned plums, like this a package of 100 grams can sell for 2.4 yuan, a box of finished plums for more than 200 yuan." Tian Xiongping said.
From 50 yuan to more than 200 yuan, the price of each box of plums has risen nearly 5 times, and in 2020, the total output value of Ronghua Food Co., Ltd. reached 240 million yuan, and the export volume accounted for 80%. Ronghua Food's counterattack is only a microcosm of the transformation and upgrading of many plum enterprises in Zhao'an County, at present, there are 20 ome processing enterprises above designated size in Zhao'an, with an annual processing capacity of 200,000 tons and an annual export output value of 80 million US dollars for plum products.
Promote industrial integration to tackle the extension of the industrial chain
Under the support and guidance of the local government, the secondary industry of Ome has developed rapidly. However, in order to increase the value of agricultural products to more consumers, it is necessary to form a more powerful terminal finished product. This is inseparable from the extension of the industrial chain and the creation of brand culture.
A few days ago, the Department of Agriculture and Rural Affairs of Fujian Province issued a subsidy fund of 25 million yuan for the central financial convergence to promote rural revitalization, supporting Zhao'an to expand characteristic industries and create projects related to modern agricultural industrial parks.
"Zhao'an will base itself on the advantageous characteristic industries of Qingmei, extend the industrial chain, optimize the industrial layout, make up for the shortcomings of development, integrate the three industries, and build a modern agricultural industrial park in Qingmei with high standards." Shen Baochuan, deputy director of the Zhao'an County Agriculture and Rural Bureau, said.
In the 10,000-acre plum garden in Hongxing Township, Zhao'an County, Zimei Mountain Villa, every year during the cold of the Waxing Moon, the wild plum blossoms bloom all over the mountain, which is beautiful, and the plum appreciators from eastern Guangdong and around Zhangzhou are endless.
Zimei Mountain Villa is one of the standardized planting demonstration bases of qingmei built by Zhao'an, mainly on the basis of the original basis of the transformation and upgrading of the green plum orchard, the old plum tree is inter-logged, dwarfed, pressed and shaped and the garden finishing, through the scientific application of organic fertilizer to improve the old plum garden soil acidification phenomenon, to promote the ecological balance of the orchard soil.
Zimei Mountain Villa planting demonstration base has been built into the park cement hardening road, park sightseeing road, orchard reservoir, the park to increase the planting of appreciative cherry blossoms and yellow flower bluebells, the project relies on The good selenium-rich resources and unique landforms of Wushan, the planting and deep processing of green plums and cultural tourism are perfectly integrated.
In Fuyi Food Co., Ltd. invested in the construction of more than 300 acres of modern orchards, the newly laid pipes will automatically spray water and fertilizer to each green plum tree.
"In this garden, we mainly plant Nangaomei, which is a large pulp variety, and introduce modern planting technologies such as Japanese orchard reclamation, planting, fruit tree shaping, and water and fertilizer integration, which can radiate and drive more than 10,000 local farmers to improve their planting models in the future." Tian Jianxi, general manager of the company, said that this year will support the construction of the Ome Museum and the Ome Production Technology Exhibition Hall to create a demonstration base for the production of plums that integrates agricultural science and technology demonstration, three-dimensional sightseeing and leisure.
In Taiping Town, along The Green Plum Avenue, agricultural leisure tourism demonstration points such as "walking horses to see flowers, watching waterfalls by the river, and looking at plums in the snow" have begun to take shape.
It is reported that this year, Zhao'an will vigorously improve the industrial base of ome, plan to invest 11 million yuan for the construction of 11 contiguous area of more than 100 acres of ome standardized planting demonstration base, and support 4,000 acres of plum orchards to promote the use of soil improvement and fruit tree dwarfing pruning technology, improve the investment in science and technology in the planting industry.
Launch agricultural brands to occupy the Internet position
In 2019, the transaction volume of Zhao'an e-commerce reached 1.89 billion yuan, an increase of 23% year-on-year, forming a agglomeration effect of e-commerce development.
"This year, we cooperated with the Douyin internet celebrity blogger to sell more than 5,000 kilograms of fresh plum fruit in one hour, and the online traffic was amazing..." Wu Qiongshan, head of Zhao'an Wenhao E-commerce Co., Ltd., said that this year, the 10 online stores operated by the company, green plum fresh fruit sales of about 5 million yuan, an increase of 60% year-on-year.
Wu Qiongshan is a Zhao'an person, originally operated shoes and bags e-commerce in Quanzhou, in 2016 he returned to his hometown to develop, seeing the unlimited potential of the local plum products market, resolutely changed his business strategy, and changed several of his online stores into Zhao'an specialty restaurants.
"In each category, we use our own trademark to operate sales, so that we can strictly control the quality, sell a good price, and ensure that the product is not similarized by the platform." Wu Qiongshan said that at present, the company has 3 independent Ome food brands.
"Plum in the extension of the industrial chain can have b2b and b2c two sales channels, b2b we have now joined hands with local enterprises to jointly develop fruit wine and plum juice drinks, processing of finished products can be customized supply for large beverage manufacturers in the terminal channel network, generating production capacity and formula technology premium." The b2c side can use e-commerce channels or new retail channels to spread products into the consumer group. Wu Qiongshan said.
Zhang Jinping, 52 years old this year, is a "plum idiot" rooted in the plum industry for more than 20 years. Initially, Lao Zhang set up a workshop-style processing plant, mainly producing some semi-finished dry and wet plums, which were sold to Japanese customers with extremely low profits.
In 2015, Zhang Jinping registered Jingyang Food Co., Ltd. to develop and produce different varieties of plum products, and the sales channels in the domestic market were opened at once. The plum slices developed and produced by the company were also awarded the 2018 Zhao'an County Plum Deep Processing New Products.
The rise of live streaming with goods has also made Zhang Jinping stand at the outlet of brand promotion. Last year, his "Mei Friends" plum tablets, "Master Mei" and other products sold 3 million yuan in Li Jiaqi's live broadcast room, which attracted a wave of stable customer traffic for the company's online flagship store, launched the brand, and ranked second in sales of similar products on the whole network. This year, Jingyang Food Co., Ltd.'s e-commerce sales are expected to exceed 30 million yuan.
In 2018, "Zhao'an Red Star Qingmei" was selected as "China's Top Ten Fruit Landmark Brands" and "China Brand Agricultural Yearbook", and in the same year, "Zhao'an Red Star Qingmei" was identified by the Provincial Department of Agriculture and Rural Affairs as the first batch of characteristic agricultural product advantage zones in Fujian Province. In 2020, "Zhao'an Red Star Qingmei" was registered and certified by the Ministry of Agriculture and Rural Affairs, and Taiping Town won the title of one billion yuan town with national rural characteristic industries; in 2021, "Zhao'an Red Star Qingmei" was selected as the registration and protection project of geographical indications of agricultural products by the Ministry of Agriculture and Rural Affairs. A series of brand creations have improved the popularity of Zhao'an Qingmei and laid a good foundation for the future development of Zhao'an Qingmei industry.