From "low sale" to "hot sale" -Qianjiang shrimp and rice "fly" on the blue sky

Hubei Daily All Media Reporter Hu Qiongyao

On September 7, an ecological rice called "Shrimp Township" boarded a flight from Wuhan Tianhe Airport. At this point, every traveler in Eastern Airlines will taste the deliciousness from the Jianghan Plain.

Hubei Shrimp Township Food Company, located in Qianjiang, is a supplier of this rice.

In July of this year, Shrimp Food Company and Oriental Airlines reached a procurement intention to ensure their air catering services in accordance with the supply of one ton per day.

"After staying for 10 years, Qianjiang shrimp rice was finally known by everyone." Liu Jun, chairman of the company, said with emotion.

Ten years ago, the rice that was accompanied by it was "ignored" due to the popularity of the Qianjiang crayfish market. This almost natural shrimp rice was often sold as an ordinary rice to the grain depot. The market value and ecological value were obviously undervalued Essence

Optimistic about the development prospects of "shrimp rice", Liu Jun founded the shrimp food company in 2012. After years of hard work, the shrimp rice that was "cheap" has become the "new noble" rice in the past, and the highest price is 27.2 yuan per kilogram. In the first half of this year, the sales of Shrimp Food Company reached 150 million yuan, an increase of 10%over the same period last year.

■ Good rice hidden in the girlfriend and no one knows

Walking at the rice base of Shrimp Township Food Company, the "long -term non -medicine" brand is erected, which is also the bottom line that Liu Jun has always adhered to.

Liu Jun told Hubei Daily all media reporters that the most competitive "shrimp and rice" is its natural and harmless quality.

Ten years ago, Liu Jun was engaged in fertilizer and pesticide business. He was dealing with farmers every day.

In June 2006, there was a national outbreak of rice live lice, and Qianjiang failed to be spared.

In order to suppress insect pests, farmers spray pesticides frequently every day. During a visit to Baowan Village, Jiyoukou Town, Liu Jun found that the farmers here divided the fields into two parts, a piece of pesticides, and one piece was directly filled with water to submerge the rice, and the pests were replenished in the past.

Why is the same fields treated differently?

Inquiring about it, it turned out that the rice planted by the pesticide field was sold outside; and the other field was eaten by itself.

The actions of farmers have made Liu Jun not touch: farmers still have a sense of pollution. The future of ecological foods is broad, and the agricultural business business may become narrower and narrower.

Liu Jun moved the mind of "turning career", but he has been suffering from being unable to find a good project.

In 2012, shrimp rice co -production models gradually emerged in the Qianjiang River, and the ecological rice planted in the fields in the fields of shrimp rice reached the standard of natural and non -risk. However, in Qianjiang, the ecological value of shrimp rice is not known, and most of them are sold as ordinary rice to grain or small processing plants. At that time, Qianjiang was engaged in rice processing, but few of the "shrimp and rice" processing was developed.

Liu Jun believes that the timing comes: processing Qianjiang shrimp and rice, creating ecological rice brands.

At that time, Hubei Shrimp Township Food Company was formally established to establish a "Shrimp Township Rice" brand.

■ High -priced orders inspire farmers to improve varieties

Qianjiang Houhu Management Zone organized harvesting machines to harvest shrimp rice at the base of shrimp and rice. (Information photo)

Originally thought that as long as it was an ecological product, it would be sold very hot.

Unexpectedly, after two years, the operation was not smooth.

Someone told Liu Jun: The ecology of the rice processed by shrimp rice is ecology, that is, poor taste.

Shrimp Food Company signed an order with the surrounding farmers. The variety uses conventional hybrid rice rice "Fengyou 22".

If you want to accept the market, you must start with a variety. In 2013, Liu Jun tried to introduce a new variety from the Provincial Academy of Agricultural Sciences. The rice texture was delicate and the aroma was pleasant. After market testing, the response was good.

Unexpectedly, the new variety was resistant during the promotion process.

"The growth cycle is 20 days older than the previous variety, affecting the time when it is put in shrimp seedlings." Some farmers complained.

As the price of crayfish continues to rise, 80 % of the income of one acre of field comes from crayfish. Driven by comparative benefits, farmers generally have the idea of ​​"heavy shrimp and light rice". Many farmers are out of saying: what is fancy is the generous benefits of crayfish, and rice is just "accessories."

In desperation, Liu Jun decided to use nearly half of the acquisition price to inspire farmers to plant. Chaoyun Cooperative cooperates with Shrimp Township Food Company. Seeds and technology are provided by the company for free. Long Yun, the person in charge of the cooperative, said that the general market price is more than one piece, the company has more than two pieces, and farmers have high enthusiasm.

In order to make more farmers willing to plant, Liu Jun sent a technical team, entered the village, and explained the technology with farmers to explain the truth.

Nevertheless, Qianjiang's local collection and storage is still limited, and Liu Jun has expanded orders to public security, Jianli, Zhijiang and other places.

At present, Shrimp Food Company has launched three order planting models. The order planting area has increased rapidly to more than 120,000 acres. Among them, about 50,000 acres of Qianjiang City, more than 6,000 link cooperatives and farmers.

■ Complete the "business excess" of the whole year a month

Farmers walked on the harvest field. (The pictures of this column are taken by the vision network Wu Yanjun)

With the continuous maturity of shrimp rice, around 2018, the Qianjiang Municipal Government proposed that shrimp and rice and rice and two characteristic two -wheel drive have developed, and a series of specific measures and support policies have been introduced.

With the policy of policy, Shrimp Food Company ushered in the peak of development.

According to Liu Jun, Qianjiang City jointly shared the public brand of "Qianjiang Shrimp and Rice" area, and brand propaganda has been on CCTV.

In 2019, the martial arts group solicited high -quality agricultural products from the province. According to the regulations of the Martial Arts Group, the annual sale of rice products that enter the market is 1.2 million yuan each year, and the price per kilogram is not less than 8 yuan, otherwise the "last elimination".

Do consumers recognize "shrimp and rice"? At first, Liu Jun was very embarrassed. One month later, the performance was unexpected: sales reached 1.8 million yuan, exceeding the annual goals.

This is greatly enhanced corporate confidence. In 2020, "shrimp and rice" successfully advanced into Guangdong and Guangxi, and entered many chain supermarkets. Immediately afterwards, the "Shrimp Township" series brand rice entered the supermarkets of Guangzhou, Shanghai and other places, with a retail price of up to 27.6 yuan per kilogram, with an average price of 15.6 yuan, which is several times higher than the price of ordinary rice.

This year, "Shrimp Township Rice" was selected for aviation special foods. Any oriental flight from Wuhan Tianhe Airport, the aircraft meals are all "shrimp rice" rice, which has opened up new marketing for Qianjiang shrimp rice to the world. road.

When you come to Qianjiang's large restaurant for dinner, the dishes are finished, and the waiter will bring a rice cooker, a bottle of mineral water, and a bag of "shrimp rice" rice with a pound of "shrimp rice". Showing on the spot, after ten minutes, the aroma permeated the entire room.

Advertising "sells" into the restaurant, and also "sell" the family. A "Moonlight Bao" rice bucket is designed for young families. The rice barrel is equipped with 30 bags of half a pound of rice. The family of three eats just right. As soon as this "Moonlight Bao" was launched, the order reached 5,000.

From hiding in the deep girlfriend to being well known, "Shrimp Township Rice" has gone through 10 years and is moving towards the brand's road.

The Hubei Daily client, paying attention to the major events of Hubei and the world, not only pushing the authoritative policies for users, fresh hot information, and practical convenience information, but also launched a series of features such as reading newspapers, newspapers, learning, online interactives.

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