Good fruit comes from "hard standard" standardization achievement "good reputation"

Editor's note: midsummer is coming, and all kinds of fruits are eager to take turns. Sweet strawberries, refreshing watermelons, mouth-watering peaches have begun to enter the market. At the same time, people pay more and more attention to the quality and safety of fruits. Our reporter went to Beijing, Shandong and other fruit bases to cover interviews to reveal how delicious and safe fruits are produced.

The agricultural technicians bring the production files into the household by the village professional family.

Xintai Cherry: standardization Achievement "good reputation"

On May 9, I drove through Mount Culai, which is located in Tianbao Town, Xintai City, Shandong Province, but saw a lively scene of "the mountain is full of red cherry fruits and visitors are like weaving competition temple fairs". "Today is the opening of Xintai's annual Cherry Festival, and we have come specially to inspect Xintai Cherry. Colleagues in the business of cherries all say that the cherries in Tianbao Town taste delicious, sweet and sour, small in size, and rich in pulp. This looks really worthy of the name and sound! " In the "Diaoyutai Ancient Tree picking Garden" by Zheng Chengshan, a big grower, Gai Jiangwen, a merchant from Liaoning, told reporters while tasting cherries.

Gai Jiangwen came to Xintai on May 6. After a four-day inspection, he signed an agency agreement with three cooperatives in Tianbao Town and went back to Liaoning to act as Xintai Cherry.

"this is the effect of standardized production and brand operation." Zhao Wenpo, vice mayor of Xintai City, said, "Xintai is the origin of Chinese cherries and is known as the 'first fresh fruit in Jiangbei'. Since 2006, in order to improve the quality of cherries and strengthen the cherry industry, Xintai has made every effort to promote standardized cherry production and has entered its 10th year. At present, the whole city of Xintai has developed six large cherry bases of more than 1,000 mu, with a total area of more than 50,000 mu, which can bring more than 1 billion yuan to fruit farmers every year. "

In Zheng Chengshan's ancient tree picking garden, only six old trees are entrenched, which are wrong with other big cherry trees and small cherry trees. Under the tree, several workers are patiently sorting, packing and labeling the freshly picked cherries. "A few days ago, when I first came up, I could sell more than 50 yuan a catty, but now this first-class fruit can be sold for 30 yuan per catty." Zheng Chengshan said.

Zheng Chengshan said frankly that it was standardized production that made Xintai cherries and brought a lot of income to fruit growers. It turns out that Xintai cherries are mainly produced in front of Mount Culai, which is leeward to the sun, beautiful environment and fertile soil, and is famous for its "big fruit, small stone and sweet taste". However, around 2005, due to the backward planting methods, chaotic sales channels, prices all the way down, dampening the enthusiasm of fruit farmers, there has been a phenomenon of planing and destroying the garden.

Since 2006, in order to preserve the traditional brand of Xintai Cherry, Xintai has implemented the "standardized production full coverage Project" with improving quality and efficiency as the core, issued "Tianbao Cherry cultivation Technical regulations", "Tianbao Cherry Orchard Standardization Management regulations", etc., improved the standard system of cherry production, and established a large cherry standardization demonstration area.

If there is a standard, how can it be accepted by fruit growers? "Agricultural technicians pack villages, cooperatives or professional large households lead, and production files enter households" has become the experience summed up by Xintai in practice.

Qi Zaichun, secretary of the party branch of Nianjiayu Village in Tianbao Town and chairman of the Nianjiayu Cherry production Cooperative, said that agrotechnical experts in the town have compiled standardized production techniques for cherry planting, pruning, fertilization, and picking into a formula that is easy to learn. Cooperatives have been set up in the village, taking the lead in mobilizing large growers and scientific and technological demonstration households to join, and to implement unified mode management, unified technical guidance, unified material supply, unified standard harvest, unified product purchase, and unified external sales of cherry members. At the same time, the cooperative has also mobilized a group of thoughtful and capable young people to be responsible for contacting local acquirers.

"A year later, the price of cherries in the cooperative was a few yuan higher, and villagers who were originally unwilling to join joined one after another. Moreover, with the passage of time, everyone has the ideology of creating a brand, from letting me do it to what I want to do, and the surrounding towns and villages are also driven by rapid radiation. " Qi Zaichun said.

In this way, in less than three years, Xintai Cherry has achieved "one household, one outline, one notification, one regulation, one standard", realizing the full coverage of standardized production, providing guarantee for quality and laying the foundation for brand marketing.

Standardized planting is the foundation, and brand operation is the key. Now, Xintai fruit farmers no longer have to transport cherries from the mountains to the mountains, but sit in the orchard and sell them to other places. Zhang Weidong, who has been growing cherries for more than 20 years, said happily: "at first, it was pulled to the market to sell, and then whoever came to buy and sell it to whom. Now it is this year that we have made an agreement for next year."

Vice Mayor Zhao Wenpo said frankly: planting is the foundation, and shouting out is the key. In this regard, Xintai has held the Cherry Festival from May to June every year since 2011, inviting experts, businessmen and media from all over the country to attend the meeting to build a display stage for Xintai Cherry and magnify the brand effect of Xintai Cherry.

At the same time, Xintai fully relies on the cherry brand to expand and strengthen the cherry industry and enable farmers to achieve "diversified wealth". "the first is to develop out-of-season cherries and prolong the sales period of cherries; the second is to combine with rural tourism to change self-picking sales into picking experience; the third is to develop deep processing and lengthen the cherry industry chain." Zhao Wenpo said.

Over the past three years, Xintai has built more than 500 cherry winter-warm greenhouses, putting cherries on the market three months ahead of schedule. Relying on the rich natural resources of Culai Mountain and Liangfu Mountain, Xintai has registered and established a rural tourism cooperative in Tianbao Town, Culai Mountain, to develop cherry picking tours and eco-agricultural sightseeing tours, promoting tourism industries such as farm music, picking gardens, resorts and so on. The Cherry Industry Association has been established to absorb nearly 30 cherry cooperatives as its members, provide scientific and technological innovation for its members, encourage villagers to brew bees, brew cherry nectar, and process cherries into drinks, fruit wine, cans and so on.

Since last year, Xintai cherry online sales has become another new field. "Last year, we used Zheng Chengshan's cherry orchard as a demonstration site. We sold a total of 3 tons, and the price was good." Li Yao, head of the online product department of Qinong Yunshang, said, "this year, we intend to further upgrade the packaging and strive to complete the sales volume of 10 million jin." (our reporter Lv Bingbing, correspondent Wang Jing)