As the crystallization of wisdom accumulated in the long history, the cultural context is deeply rooted in all aspects of people's lives. In this issue, I will take you to the hard-core culture of Jiangxi Qiyunshan Food, and witness how the leading enterprises in the southern jujube food industry do a good job in the "inheritance", "development", "practice" and "dissemination" of the southern jujube culture.
Build an industrial brand in cultural inheritance
Jujube is a deciduous tree of the sumac family, its economic value is high, the fruit has a long history, the kernel can be used as activated carbon raw materials or decorative beads, the leaves can be used as green manure, the bark can be used as tanning material and tannin gum raw materials, the fruit, leaves, and skin contain flavonoids and other chemical components, which have a variety of medicinal values such as heat clearing and detoxification, hemostasis and pain relief, and burns.
According to paleobotanical and environmental archaeological data, about 20 million years ago, the southern sour jujube was widely distributed in Eurasia; 15 million years ago, due to sudden climate changes, the southern jujube disappeared from Eurasia and became a unique plant in East Asia; Now, it has become a unique plant in East Asia, and has survived since ancient times in South China.
Chongyi County, Ganzhou City, Jiangxi Province, which is the only one named by the State Forestry Administration, has nearly 300,000 acres of wild southern jujube trees; And in the Kangxi period of the Qing Dynasty (1662-1722), there was a history of processing it into southern sour jujube cake. However, it has always been limited to farm workshops.
With the progress of human civilization and the development of science and technology, until the early nineties of the last century, Jiangxi Qiyun Mountain Food, located in Chongyi County, took the lead in applying the special process of combining tradition and modernity, refining it into pieces of color such as amber, the entrance is sweet and sour, flexible and tender, and it also fully retains the rich natural nutrients such as polyphenols, wild fruit VC, natural pectin, organic acids, dietary fiber and other natural nutrients in the southern jujube "Qiyunshan" brand southern sour jujube cake. Since then, its unique taste and image of deep mountain wild fruit healthy snacks have been favored by consumers, and have become a unique leader in the field of southern jujube food in China and even in the world.
Exploring cultural values in industrial development
As a leader in the research and technological innovation of China's southern jujube food industry, Qiyunshan Company has cooperated with China Academy of Forestry, Nanchang University, Institute of Traditional Chinese Medicine, China Academy of Chinese Medical Sciences, Jiangxi Agricultural University, Nanjing Forestry University, Jiangxi Environmental Vocational and Technical College and other higher scientific research institutions in recent years, and has achieved remarkable results.
Since the cooperation, we have not only jointly developed a number of new products of Nansour Jujube, but also published more than 30 scientific research articles of Nansour Jujube, including more than 10 international authoritative SCI ......Qiyunshan Company has also successfully applied for 8 invention patents, 7 utility model patents and 32 appearance patents; 16 scientific and technological achievements in Jiangxi Province; 3 key new products in Jiangxi Province; There are 23 excellent new varieties of southern jujube, and 6 new plant variety rights authorized by the state (among the 6 new varieties, there are 1 provincial-level improved varieties and 4 national-level improved varieties, the single fruit weight of the new varieties has increased from about 12 grams to 56 grams, and the pulp content has increased from 35% to 63%); led and participated in the drafting of 5 local standards in Jiangxi Province; It has established the only national-level "Southern Jujube Germplasm Resource Bank" and the provincial-level "Southern Jujube Engineering Technology Research Center" in China; It has achieved the purpose of dwarfing, early fruit (3 years can bear fruit), high yield and high quality.
In order to promote the research and development and high-quality industrialization of China's southern jujube, promote the construction and exchange of the "government, industry, academia, research and application" platform of the southern jujube industry, and work together to strengthen China's southern jujube industry. In 2022, on the occasion of the 30th anniversary of the listing of Qiyunshan Southern Jujube Cake & the 25th anniversary of green food certification, Qiyunshan Company, together with various authoritative units, sponsored and co-hosted the 2nd Southern Jujube Industry Development Summit Forum; In 2023, the production skills of Chongyi Nansour jujube cake will also be awarded the "Municipal Intangible Cultural Heritage". Nowadays, the traditional culture of southern sour jujube cake, which has been inherited for more than 300 years, has successfully "gone out of the circle" and radiated new vitality under the innovative combination of ancient intangible cultural heritage and elements of the new era.
Show cultural charm in the integration of science and technology
The power of culture collides with the sound of innovation, and the wind of innovation appreciates the ancient charm of culture. In order to better disseminate the culture of China's southern jujube, enhance the brand value of southern jujube food, strengthen the popularization and education of paleontology and geological history, understand the historical evolution of southern jujube plants and understand the laws of the survival, development and extinction of the earth's organisms, establish a scientific outlook on development, cherish and protect today's green earth's homeland, and deepen the understanding and value cognition of southern jujube plants, promote the healthy development of the southern jujube industry, and make full use of paleontological research results to play a role in contributing to social economy. In 2022, Qiyunshan Company also built the first "Qiyunshan South Sour Jujube Culture Exhibition Hall".
The exhibition hall takes the 15 million-year-old southern jujube fossils as the core, and uses physical display, holographic projection, virtual reality augmentation, 3D simulation imaging, etc., starting from the 15 million-year-old southern jujube fossils, telling the evolution of the southern jujube plant, as well as the past and present of the development of the southern jujube industry, and showing the cultural value of the southern jujube for people.
Convey the power of culture in hands-on experience
Feel the traditional culture and draw the strength to move forward. Since 2020, in order to further comprehensively display, publicize and promote the traditional characteristic culture of the southern jujube industry, as well as its creative transformation and innovative development, Qiyunshan Company has held the "China Southern Jujube Tourism and Culture Festival" for four consecutive years.
The activities include hands-on experience of picking up southern sour jujubes, hand-selecting southern sour jujubes, hand-peeling southern sour jujubes, hand-made southern sour jujube meat and other unique southern sour jujube cultural activities and visiting the Qiyun Mountain Southern Sour Jujube Cultural Exhibition Hall and the modern southern sour jujube production line. Every year, consumers from all over the country have said that the development of this activity not only makes everyone feel the preciousness and hard-won raw materials of Nansour jujube from nature, wild and rare, but also adds more spiritual and cultural food to themselves while experiencing the unique charm of traditional culture.
Culture thrives because it continues, and tradition endures because it is renewed. The Chinese civilization has a long history, broad and profound, and is the unique spiritual identity of the Chinese nation, the foundation of contemporary Chinese culture, the spiritual bond that maintains the Chinese people all over the world, and the treasure of Chinese cultural innovation.
I believe that in the future, Qiyunshan Company will continue to play a leading role as a leading enterprise and do a good job as the "inheritor", "practitioner" and "communicator" of Nansour jujube culture. In the new cultural mission of inheriting the culture of southern jujube and developing the southern jujube industry, we will work hard, forge ahead and contribute more strength.