The Citylink hearts, dried sweet potatoes: from standardization to brand
A sweet potato worth five billion yuan (dried sweet potato prices). This is not a myth, western Fujian Liancheng County took the original humble sweet potato made $ 500 million annual output value of industry, made of western Fujian's largest agricultural industry. Their road to success is -
From the standardized to the brand
Recently, the "hometown of Chinese hearts dried sweet potatoes, Liancheng County, came the good news, Citylink hearts dried sweet potatoes collective trademark was awarded famous brand, the local government nonstop busy declare the well-known trademarks in China.
Citylink is a typical agricultural county, the county population of 330,000, which agricultural population of 280,000, the territory of rainfall, large temperature difference between day and night, Purple Zone rocks, sand, rocks, pelite special soil created the unique qualities of the Citylink hearts sweet potatoes. The Citylink hearts dried sweet potato has 300 years of history so far, the Qing dynasty was as a "tribute" good name "Golden potato chips to put on the imperial feast, enjoy the reputation of" the first dry western Fujian eight. I learned from the county's agricultural sector last year, the county potato planting area of 11 mu, the processing of dried sweet potatoes 100,000 tons, the annual output of 520 million yuan and farmers from more than 300 yuan per capita income.
The Citylink Hearts Sweet Potato industry has become the largest agricultural industry in western Fujian. Today, it has experienced a long, rough standardization to brand the changes and upgrade process.
The road of long standardized cultivation
"I'm home since to take a sweet potato yield standardized cultivation, sweet potato yield per unit area by 232 kg, acres of additional income of 92.8 yuan. North the town of Mission village of Tsiu Hang busy harvest of autumn potato villagers Jiang Zhi Wang said happily.
Since the 1990s of the last century, Citylink introduced the dried sweet potatoes standardization system in Fujian Province, local standards, the establishment of the varieties cultivated, pest control, virus-free seedlings to promote local standards system, and actively guide and encourage farmers to the scientific cultivation. After years of experiments, demonstrations, contrast, application of Sweet Potato seedlings technology, not only effective prevention and control of pests and diseases also increase by more than 15%, and sweet potatoes, raw material quality has improved significantly, the potato flesh bright The same time, the implementation of the seed project, has introduced, experiments, demonstration of sweet potatoes 26 new varieties, the development of many types of processing, fresh, health, vegetables and other sweet potato varieties, actively promote the implementation of the sweet potato yield standard cultivation, so that the sweet potato per mu from nearly 2000 kg up to now up to 5500 kg, Fan farmers income has doubled. This year, more than 90 percent of the area in Citylink standardized cultivation planted after detoxification Fushu II "," Gold Mountain 630 "," drought excellent in 8 "and other high quality varieties.
Road of ups and downs mechanized processing
Excessive sulfur, supermarket shelf, media exposure ... There was a time, numerous reports from Beijing, Shanghai Liancheng hearts dried sweet potatoes "off the shelf" message. "Green barriers" so that the the Citylink hearts dried sweet potatoes was a decline in sales, and sweet potato growers and processing enterprises to actively be a heavy blow.
The Citylink Hearts Sweet Potato experiencing this misfortune the culprit is the family workshop processing, processing methods facilities are poor, backward technology, and processing quality of good and bad. Liancheng County held a number of special meeting to study and deploy hearts dried sweet potatoes for industrial development, business, health, quality and technical supervision departments of regular and irregular inspection and supervision, strengthen the market remediation efforts, dried sweet potatoes this year, a total of investigated nine violations processing enterprises.
Citylink Red food processing area, I saw the 8-scale factory production line operates in an orderly manner. Liancheng county county leadership realized that the light blocking not work, but also to the processing of households to provide a platform to guide the processing enterprises and family workshops to promote the standardization of production or mechanized production. In recent years, Lin Shing has invested 80 million yuan to build Red food processing area, and has completed the first phase of 150 acres of processing zone construction, 8-scale processing enterprises settled in added output value of more than 3300 yuan, directly address more than 300 employment, driven by 60,000 square meters standardized plant construction in the county. Red food processing the second phase of the project is also about to start construction after the completion of the processing zone will consume more than 60 million tons of fresh sweet potatoes.
In addition, the Citylink also encourage and guide the family workshops processing farmers joint introduction of economical processing equipment, steam baked, far infrared ray baking, hot air baking and other high-tech instead of the direct use of coal open fire baking. According to statistics, this year the Citylink mechanized processing sweet potato stem accounted for more than 60 percent of the county's total, the county has more than 50 factory-scale mechanized production. Lin Yun Gong Citylink first investment in a standardized production line dried sweet potato farmers, food plant annually processing dried sweet potatoes up to more than 2000 tons, the output value of more than 1000 million, of which 30% of the products sold abroad. He was pleased to introduce standardized production has created a good corporate reputation, the other day he received the orders of Southeast Asia, a 300 t dried sweet potatoes.
Quest branding strategic road
Fame playing out in many places outside the Citylink falsely claimed that their production of dried sweet potato is Citylink Red dried sweet potatoes, rampant counterfeiting. Protecting reputation, to build a traditional regional brand to ensure the health of industry, the rapid development of the county's Industrial and Commercial Bureau and other units to give full play to the department functions and roles, on the one hand to apply the the Citylink hearts dried sweet potatoes to the geographical indications of origin, on the other hand to apply the Citylink Hearts Sweet Potato collective mark , take the road for the protection of certification and branding strategy.
As early as 2002, Citylink actively organize relevant enterprises to apply for Protected Designation of Origin certification, 2004, Citylink hearts dried sweet potatoes to the State General Administration of Quality Supervision, Inspection and Quarantine issued by the origin mark registration certificate. 2005, once again to start the application for protection of geographical indications products, set up Citylink hearts sweet potatoes, dry geographical indication protection declaration of a leading group to develop "declaration of the Citylink hearts potato Product of geographical indication certification program, a clear mandate, methods, procedures and responsibilities. 2006, reported to the State General Administration of Quality Supervision, Inspection and Quarantine applications. July this year, the State Administration of Quality Supervision Organization Citylink Hearts Sweet Potato "Product of geographical indication expert review, through the the Citylink Hearts Sweet Potato apply for the name of the geographical indication protection, the scope of protection, product quality characteristics and the local natural human factors associated with such aspects of the review.
Geographical indication protection to apply to the State by Citylink is a good job of follow-up management and supervision, and give full play to the geographical indication protection, the brand benefits to further enhance the level of industrial development in Red sweet potato. First of all, regulate trade management, guide and regulate the association of self-discipline management, special signs to encourage members regulate the use of geographical indication products, combined with the collective use of the trademark management system within the industry by the Association to strengthen supervision and management, maintenance Citylink hearts sweet potatoes Dry brand, actively striving for the province of well-known and well-known trademarks in China. Around to ensure the safety of hearts dried sweet potato product quality, focus on strengthening the dynamic regulation of the QS certification enterprises, to establish the product quality assurance and traceability system system.
Hard work pays off. Since 1999, Citylink hearts dried sweet potatoes for three consecutive years of Fujian specialty products Gold Award, Best travel food, brand names and the China International Agricultural Expo brand. 2001 was given the green food logo certification. 2001, Citylink Ministry of Agriculture was granted the title of "hometown of Chinese hearts dried sweet potatoes. This year, Citylink Hearts Sweet Potato collective mark has been appraised as famous brand is now busy to declare well-known trademarks in China. "In Beijing, people do not necessarily know how to Citylink Block Guanzhi touches Citylink hearts sweet potatoes dry. Been to Beijing, people often commented.
The road of the brand strategy, Citylink hearts dried sweet potato sales market will be fully expand. Citylink hearts dried sweet potato sales network home and abroad, products are sold in over 300 large and medium-sized cities nationwide, and exported to Japan, Korea, Singapore and Hong Kong, Macao and other countries and regions, in mid-2006 output value of 520 million yuan, at present, Citylink Hearts dried sweet potatoes share of the market share of more than 70%.
The road of the brand strategy, Citylink hearts dried sweet potatoes worth double. Dried sweet potato price was a substantial increase, dried sweet potato price increased from 4500 yuan per ton in 2003 to 5,000 yuan per ton in 2006, the county to increase revenue 50 million yuan.
Branding strategy of the road, and continue to extend the industrial chain of Citylink hearts sweet potatoes. The abandoned potato vine last year to reach 1.5 million by yellow rabbit farming as the main raw material is expected to reach 2 million this year, opens up new avenues to increase income for farmers.
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