Transfer land to grow rice blindly try to break into a big supermarket

Li Xiuchen (second from left) and technicians guide planting techniques in rice fields.

A view of rice fields in Xingda rice planting base.

In winter along the Huifa River, the rime is glittering and translucent in the sunlight. Li Xiuchen, chairman of Xingda Rice, took his rice from here to 16 provinces and cities across the country, including Beijing, Shanghai and Tianjin, and became a supplier to more than 30 large supermarket chains at home and abroad, such as Wal-Mart, Carrefour, Metro and Hualian. The cooperation with several online malls is also impressive.

Xingda Rice Co., Ltd. (hereinafter referred to as Xingda Rice Industry) is located in Meihekou City, Jilin Province, formerly known as the military grain processing plant built by the Northeast Field Army in Meihekou in 1947, and became the only grain processing enterprise in the city after the founding of the people's Republic of China. In 2003, the enterprise was restructured and established Xingda Rice Co., Ltd.

"Meihe rice is good, but the planting method at that time was backward, excessive application of pesticides and fertilizers endangered the safety of products, and the price on the market could not be sold." Li Xiuchen believes that opening up the market first requires excellent product quality, and we should start with planting.

The first step to do a good job of planting is to achieve land transfer. At that time, many employees in the enterprise did not understand that in the past we only produced rice products. How should we change the land? It's too difficult! Under such circumstances, Li Xiuchen adhered to his belief. He told everyone that land is the premise of everything. Only when we own land can we grasp the planting link, and only in this way can we truly control product quality at the source and create a brand to enter the market.

In 2009, with the support of the Meihekou municipal government, Li Xiuchen and the staff went from house to house, persuaded and explained the benefits of land transfer to farmers from door to door, attentively solving the concerns of farmers. After more than 3 months of efforts, the final realization of land transfer of 12000 mu.

"through land transfer, some farmers are separated from the land. In addition to the land transfer fees allocated to farmers, we organize the surplus labor force of land transfer to carry out training, enrich them to various positions in enterprise production and agricultural products processing, and set up modern agricultural production cooperatives to share in farmers' dividends, thus realizing the diversification of farmers' income." At present, Xingda Rice Industry has helped more than 4000 farmers involved in land transfer to increase their income.

After the completion of the planting base, Li Xiuchen led his staff to start from the nutritious land, used bio-organic technology to improve the soil, adopted the eco-organic planting model of "three clean, two no, and one symbiosis", and hired enterprise science and technology leaders to develop excellent rice varieties.

"good rice is planted, and a 'nutritious diet' is provided for the land. Good seeds can only grow good food in a high-quality ecological environment." At the request of Li Xiuchen, Xingda Rice Industry strictly controls the environment and cultivation process of rice planting, and the planting base should meet the environmental requirements of clean water, clean soil and clean air under the original ecological conditions, and do not apply chemical fertilizers and pesticides in the process of cultivation. control rice without any harmful elements.

Full, thoroughly, a grain of rice with clean color, stewed and cooked, put on the table to provide energy for people's day's work, which is a kind of happiness for grain practitioners. "I am a farmer, and I love growing and selling rice all my life." Li Xiuchen's ideal and pursuit were thus "planted" with rice.

In 2003, at the beginning of the establishment of the enterprise, in order to open up a market for products, Li Xiuchen and his employees took samples to Beijing, Shenzhen and other places to inquire in a supermarket and promote them in a market. Hungry, they buy some box lunches by the side of the road; tired, a newspaper spread on the grass can fall asleep.

"at the beginning, the degree of market recognition was low, and the success rate of going to the supermarket was not even 1/10. The customer service phone of a large supermarket in Shenzhen could never get through. Why? There are many customers and a wide range of supply channels, why do you want your products?

In the face of the "examination questions" given by the market, Li Xiuchen came up with a "strange way". On the one hand, he contacted the person in charge of the supermarket to introduce the advantages of Meihekou rice, and on the other hand, he asked employees to randomly buy back ten brands of rice in the market. paste the brand and origin label at the bottom of the pot, and cook on the spot for the audience to taste. As a result, 24 of the 26 tasters agreed that the rice in one pot was the best. Li Xiuchen turned the bottom of the pot and the sign read Meihekou rice.

Continuing to forge ahead and persisting in seeking truth and innovation, Li Xiuchen and Xingda Rice Industry have solved the dilemma of enterprise development one after another. Now it has set up branches in Beijing, Shanghai, Tianjin, Shijiazhuang and other places, and has become a supplier of more than 30 large supermarket chains at home and abroad, and sells products in more than 2000 supermarket stores across the country. The series of products of the enterprise's "handsome cat", "Mei Xue" and "Yulongtian" brands have respectively passed the certification of 100% organic food in China, the United States, Japan and the European Union, and the A-level green food certification of the China Green Food Development Center. and are approved as geographical indications protection products, trademark value of 120 million yuan.

From a state-owned enterprise at the county level facing restructuring, it has developed to a joint-stock company with two refined rice production lines, one special railway line, 10 1000-ton steel silos with an annual storage capacity of 100000 tons and an annual sales income of 240 million yuan. Under the leadership of Li Xiuchen, Xingda Rice Industry has successively won honors such as the top 50 Chinese rice processing enterprises, the key leading enterprises of agricultural industrialization in Jilin Province, and the top 100 agricultural products processing enterprises in Jilin Province.

"adhere to the development strategy of relying on scientific and technological progress, paying attention to the research and development of new products and creating famous brand products, following the enterprise tenet of" creating famous brand products, striving for first-class performance, serving agriculture, rural areas and farmers, and returning to the society "and" attach importance to quality, reputation and service. "this is the way for us to develop Xingda rice industry." Li Xiuchen said.