Jinhe Agriculture looks at the upgrading of grain quality from a bowl of rice

Mondo Gastronomy Updated on 2024-01-29

The people take food as the sky, and food as the first.

Rice is known as the "first of the five grains", the Chinese cultural heritage for thousands of years, its staple food position has not moved, and it has always been the protagonist of the Chinese table.

See the world in a grain of rice, and talk about the national situation between two baskets. Since the founding of the People's Republic of China, countless changes and progress have been ushered in, and the "bowl of rice" on the table has also quietly changed.

Seventy years of vicissitudes of life, from the early brown rice, fine rice, ** rice, to the "customized rice" made by modern cooking utensils, the value of Chinese people's requirements for rice is returning to rationality: whether rice is good or not, nutrition has the final say.

At the same time, in the past 70 years, rice cooking utensils have also evolved, from "pure manual operation" and "automatic cooking of rice cookers" to "intelligent customization of electric pressure cookers", and then to the emergence of prefabricated rice process production lines, modern technology has also made the convenience and nutrition of "a bowl of rice" continue to improve.

Behind the smoke and fire of a bowl of rice, you can see the concrete life section of tens of millions of Chinese families, and it also shows the leap in the quality of life of Chinese people under the take-off of China's economy, marking the return of China's healthy diet concept based on "rice".

In recent years, the top-level design has also spared no effort to promote the upgrading of public healthy diet consumption. In 2017, the Ministry of Finance and the State Food and Material Reserves Administration jointly launched the high-quality food project, and a large number of regional public brands emerged to adapt to the trend of consumption upgrading from "well-fed" to "well-fed".

Recently, the State Food and Material Reserves Administration announced that during the "14th Five-Year Plan" period, 31 provinces and the Xinjiang Production and Construction Corps plan to implement 27 billion yuan of financial funds for the implementation of high-quality grain projects to further help the transformation from "good grain" to "good rice".

As a member of the grain industry, Jinhe Agriculture (Qiqihar) **hereinafter referred to as Jinhe Agriculture) is based on domestic and global interests, seizing major opportunities for high-quality grain engineering actions and expanding the grain product matrix.

On the issue of food security and nutritional value that the public is concerned about, Jinhe Agriculture puts national food security in a prominent position, relies on the advantages of the world-famous red-crowned crane township, closely follows the consumption trend, establishes a strict quality control system throughout the whole process, and improves all links of the whole industrial chain. At the same time, adhering to the vision of "focusing on the natural taste of agricultural products and allowing more people to enjoy nature", Jinhe Agriculture has established brands such as "Jinhe" and "Mixiang September" to provide consumers with high-quality and healthy food from the ecological northeast.

A bowl of rice, although seemingly simple, contains the complex process of grain planting, production and processing.

In order to ensure the quality of rice, Jinhe Agriculture started from the source and successively planned and laid out a number of industrial bases in Northeast China, and had a number of high-quality rice bases in black soil in Wuchang, Qiqihar and other places. On the basis of the advantages of the production area, from rice planting, raw grain processing to selection and packaging, transportation and warehousing and other industrial chain links, the whole process of standardized quality control system has been established for the high-end market.

It is this attitude of striving for quality and persistence for ten years that has enabled Jinhe Rice to surpass its peers and win the "Nobel Prize" in the grain industry for four consecutive years in terms of taste and nutritional structure.

In terms of e-commerce channels, Jinhe Agriculture continues to break the circle to attract young consumers in the Z generation. In recent years, the rapid development of agricultural product e-commerce, Jinhe Agriculture has actively expanded Tmall, Jingdong, Douyin and other e-commerce platforms, pushing high-quality rice from the local to the whole country, and the scale of e-commerce has continued to expand, and it has received praise on the e-commerce platform.

At present, Jinhe has won the "top spot" and "annual category star brand" awards in the 618-meter category sales volume for two consecutive years on the Douyin platform. At the same time, Jinhe yellow glutinous fresh corn is also officially on the market this autumn to better meet the rich and diverse grain and oil consumption needs of the masses.

As a category representative of the trillion-dollar market of rice and cereals, Jinhe has been deeply cultivated for many years, building an industrial chain from farm to table, always serving 1.4 billion Chinese people with three meals a day, and is a new generation of national brands that grow from the people's table.

The seemingly traditional kitchen staple industry actually contains huge opportunities for upgrading, and the new generation of consumers needs better products and more extreme experiences. Jinhe Agriculture will achieve the transcendence of traditional brands through the layout of high-quality production capacity and efficient first-chain network, with the help of the rise of online platforms. In the future, the company will continue to invest in category extension and channel expansion, lead the branding and modernization of China's agriculture with high-quality growth, and serve a bowl of healthy food to the table of hundreds of millions of families.

The rice bowls of the Chinese are filled with Chinese grain!The mission of Golden Crane Agriculture is to provide Chinese consumers with high-quality and healthy kitchen food, and help Chinese people firmly hold their rice bowls in their hands.

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