In the golden fall, Zhejiang Province, Hangzhou City, Lin'an District hills of pecans ushered in the harvest season. A golden-yellow fruit hanging on the branches, fruit farmers shuttle in the forest busy harvesting.
“You can increase your income and get rich without leaving the mountains, thanks to these fruits.” Lin'an district island stone town silver pit village pecan farmers He Li to the reporter to calculate an account: the price of walnuts per catty in about 30 yuan, each acre of forest can get more than 50,000 yuan of income.
Silver pit village party secretary, village committee director Fang Xing dance said, planting hickory can maintain soil and water, water conservation, but also can drive the villagers employment income, ecological and economic benefits are very high. At present, the village collective annual income has exceeded 1 million yuan.
Lin'an has a geographical area of 3118.7 square kilometers, of which the forest area accounts for about 80%, cultivating the natural conditions of hickory is unique. Lin'an pecan cultivation and utilization has a history of more than 500 years, where the pecans to grain round shell thin, full of kernels, crispy and tasty good quality renowned at home and abroad, is one of the local people's important source of income.
Small pecans, through the picking, processing, packaging and other links, and ultimately through the sales logistics are sent to thousands of households, sold around the world. In this industrial chain, the processing link urgently needs financial support. “The annual acquisition of about 300,000 kilograms of pecans, in previous years, their own funds were enough. But with the iteration of technology, the company purchased new digital equipment, and there is a gap in working capital.” Lin'an Shanxian Foods Co., Ltd. person in charge of Tang Renchao told reporters that the Agricultural Bank of China Hangzhou Branch under the jurisdiction of the Lin'an sub-branch door to door to understand the situation, for which a simple speed loan of 15 million yuan. Acquisition season, the bank and the enterprise credit increased to 20 million yuan, the enterprise's financial problems are solved.
At present, Lin'an has 570,000 acres of pecan forests, the total output of about 16,000 tons of pecans, gathering more than 340 nut processing enterprises, more than 70% of the country's pecans in this processing.
With the scale, how to strengthen the brand? Over the years, Lin'an pecan production and processing of many subjects, many of which are family workshops, uneven quality, the phenomenon of substandard is not uncommon. In the face of this situation, Lin'an constantly strengthen the supervision of the pecan sales market.
“Strong regulation can certainly work, but it is not a cure.” Tao Guoying, director of Lin'an District Agricultural and Rural Affairs Bureau, said that it is necessary to create a regional public brand, develop high-quality standards, let leading enterprises take the lead in implementation, and guide and drive small and medium-sized enterprises to join in, to improve the quality of pecans in the whole region.
Tao Guoying told reporters that after in-depth research and discussion by experts, Lin'an released the “Tianmu Shanbao” regional public brand of agricultural products, covering a wide range of agricultural products, including pecans. Lin'an District Government commissioned the Zhejiang Pecan Industry Association led the development of “Tianmu Shanbao” pecan series of standards. In the field of national pecans, there are currently more than 20 national standards, local standards, industry standards and group standards. Lin'an District pecan series of regional public brand standards are stricter than these standards.
With a regional public brand, Tang Renchao feel most deeply is the local brand promotion efforts greatly enhanced: “‘Tianmu Shanbao’ need good products for support, we also need to leverage the brand to enhance product recognition.”
Brand building is based on product quality, communication must also keep up. Yao Shengji is a brand created by Zhejiang Yao Weiqi Food Co., Ltd, the company's deputy general manager Deng Yangyong plows into the field of nuts for more than 20 years. He confessed that moving the headquarters from downtown Hangzhou to Lin'an is not only a consideration for the company's development, but also to better tell the story of the development of the industry as a whole.
Walking into the headquarters park of Yao Shengji, a museum called “Impression Pecan” stands out. Through the chapters of magical species, historical memory, technological change, common wealth story, and together to the future, the biological properties, historical evolution, folklore and other stories of Lin'an pecans are unfolded.
The reporter learned in the interview, more and more young people began to get involved in hickory and other nuts industry, they have more international vision and new wave of ideas, decisive nut products “cross-border” research and development, such as the market soon after the influx of hickory black sesame seed pills, cashews, hazelnut ice cream ... ... ...With more innovative thinking, Lin'an pecans are given more value, driving the role of local economic development is becoming more and more obvious.
Links:
Nuts and Dried Fruits Exhibition Network Ministry of Agriculture China Technical Trade Measures Network CNCA Development and Reform Commission National Center for Food Safety Risk Assessment Ministry of Commerce Ministry of Industry and Information Technology