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To polish the brand of "Jilin Rice"
2013/01/16     Source:

This is an amazing account: in accordance with the relevant data, the province's rice production was 12.4 billion jin in 2012, which was converted into nearly 10 billion jin of rice. Now the price of rice in the supermarket is about 3 yuan per jin. If 1 jin of rice is increased by 1 yuan, then 10 billion yuan will be increased! “This is the net income of the people, the real economic benefit.”
This is an unscripted speech by provincial party secretary Wang Rulin at the provincial economic work conference, which caused a strong reaction, whether the participants or the rural cadres and agricultural experts, whether the processing enterprises or the ordinary farmer households were all deeply shocked and greatly excited.
What are the advantages of "Jilin Rice"? What’s the status of the industry? How is the brand polished? The reporter begins the interview in these regards.
In terms of geopolitical advantages, the province is located in the world recognized golden rice belt, which is one of the national three advantageous rice industry belts, with the grain transfer volume ranking the forefront in the
country.
As we all know, Jilin is located in the golden corn belt, but few people know that Jilin is also located in the golden rice belt. The world recognized golden rice belt is between 40 ° and 45 ° north latitude with effective accumulated temperature between 2800 and 3100 , and our province is precisely located at 41 ° to 46 ° north latitude with accumulated temperature in between. Except Zhenlai, Daan, Taonan and south of Ji’an, most parts of the province are at the same latitude as the most prestigious domestic rice producing areas such as Xinjiang Miquan, Liaoning Panjin and Heilongjiang Wuchang and Japan's most famous main rice producing area Hokkaido.
Chinese Academy of Engineering academician and Shenyang Agricultural University professor Chen Wenfu said that the northeast region is the important main producing area of China's autumn grain and japonica rice, and its grain acreage and production account for one fifth of the country, in which japonica rice cultivation area and production account for 46% and more than 50% of the country. Northeast quality japonica rice has rich nutrition and a fine colour and flavour, is being more and more favored by the people, and is one of the high quality rice representatives
in the market.
As the country's famous grain production base, Jilin’s fertile black earth is rich in nitrogen, phosphorus, potassium and other mineral elements, especially suitable for rice growth, and is the country's leading northern quarter japonica rice main producing area. The area of ​​paddy fields in the province maintains at about 12 million mu, accounting for about 11% of the country’s japonica rice area. In 2012, the province's rice-growing area reached 12.18 million mu, accounting for about 15.6% of the grain cultivation area.
As the country's quality japonica rice main producing area, the province has been included in the national quality grain industry construction plan, and is one of the country’s three advantageous rice industry belts. Jijing 88 and other quality varieties have long been famous both inside and outside the province, have been accumulatively promoted to 35 million mu for eight years in the province, and have increased production by three billion kilograms and increase income by 6 billion yuan. Meihekou City and Yongji County have been identified by the State General Administration of Quality Supervision, Inspection and Quarantine as the green rice cultivation standardization demonstration zones, Qianguo County, Helong City and Longjing City have been respectively identified by the Provincial Quality Supervision Bureau as the organic rice standardization comprehensive demonstration zone and the green rice standardization demonstration zone. In 2011, the province sold about 3.5 million tons of rice, most of which was sold to Beijing, Tianjin, Shanghai, Guangdong and other places.
In terms of industrial advantages: with "Chinese famous brand" and "Jilin famous brand", it is urgently needed to form a "fist" effect, make the brands bigger, and strive to create famous brands.
From producing area environment point of view, accumulated temperature, light, rainfall, soil and other factors determine the quality of rice. Meihekou, for example, has effective accumulated temperature of 2800
to 3100 , most suitable for rice growth. In addition, Meihekou’s heat resources are conducive to extend the rice’s grain filling time, so that the rice has more excellent quality; in terms of rainfall capacity, the hot rainy season is in favor of rice growth; furthermore, it has fertile land and flat terrain, mostly slashing paddy soil.
Since the 1990s, the province has promoted the cultivation of high-quality rice varieties, the research department has bred and promoted a large number of high-quality varieties, the province has carried out six times of quality rice selection and selected more than 30 high-quality varieties, and introduced Akita Komachi, snow peak and other fine varieties from abroad. The large-scale application of these high-quality varieties has played a positive role in enhancing rice brand awareness, especially the planting area of ​​quality rice variety Jijing88 is more than 5 million mu per year, and is used by various brands of rice as raw materials, which has played a positive role in promoting our province’s famous-brand rice.
Relying on ecological resources and the implementation of scientific green rice cultivation, the province has implemented rice industry’s specialized production, market-oriented operation, green boutique creation, Jilin famous brand creation and sustainable development road. After more than 10 years of development of Jilin rice, lots of enterprises’ brand rice has gained market recognition, with market share increased annually.
Jilin Dongfu Rice Group’s "Dahuangdi" brand, Jilin Hunchun Green Rice Industry Co., Ltd.’s "Hunchun River" brand ecological selenium rice and other brands in the province have enjoyed a high reputation in the market. "Jiliang Meihe" brand of Jilin Grain Group Meihe Grain Co. Ltd., "Dahuangdi" brand of Jilin Dongfu Rice, “Yuquan” brand of Liaoyuan Dechun Rice, "Guandong Hefeng" of Changchun Hefeng Rice, “Shengshuihe” of Shanghe Modern Agriculture and other brands have a rising reputation in the market, and occupy a place in the high-end market. Yongji, Shulan, Jiutai, Qianguo and other high-quality rice traditional production areas also have emergence of a number of fine rice processing enterprises, and have obtained stable range of sales in the fierce competition in the market, and achieved good economic efficiency.
Unfortunately, the “Jilin Rice” well-known brand is still scarce, as the rice processing is relatively dispersed, and the rice with geographical characteristics has not formed a “fist” effect.
In terms of development potential: rice planting area is increased steadily, production continues to increase, variety and quality are constantly optimized, and enterprises have advanced production technology and modern production lines, and huge potential for
development.
The Provincial Agricultural Council statistics show that: rice is the staple food of the province's urban and rural residents. Calculated at 80 kg of rice consumed per person per year, the province's 27 million people can consume only 2.16 billion kg, and more than 40% of the rice needs to be exported outside the province in the form of commodity. Looking at the country, more than 60% of the population have rice as a staple food, and consume 260 billion jin every year, which can be called a huge market potential.

The implementation of land consolidation works in the west of the province in recent years has provided a possibility for the further expansion of rice area. After the completion of the “Yin Nen Ru Bai” works with an investment of over 2 billion yuan, paddy field area can be increased by 650,000 mu, with annual output of 250 million kilograms of high-quality rice. Accompanied by the gradual increase of rice production and the constant expansion of market demand, the rice processing capacity has been developed rapidly. As of 2011, there are more than 30 large-scale enterprises with rice processing ability of more than 100 tons, with annual processing capacity of 4 million tons of rice; there are more than 100 small and medium-sized processing enterprises with daily processing rice capacity of 100 tons and lower, with annual processing capacity of 4 million tons of rice. These processing enterprises have advanced equipment and technology, and are not inferior to foreign enterprises in grading, polishing, color sorting, packaging and other aspects.
Academician Chen Wenfu believed that the Northeast Plain has a lot of flat land, and the Songhua River Basin alone has more than 80 million mu. The japonica rice production-based Northeast region will further enhance and secure its "golden rice belt" status. To polish the "Jilin Rice" brand of our province, the top priority is to work hard in standardized production, brand integration and industrial chain improvement. With brand as the link, with processing enterprises as the leader, adhere to a new rice industry development road with "variety optimization, production regionalization, property right diversification, business industrialization, group affiliation".

"Agriculture is the most advantageous, the most potential, the most competitive, the most iconic industry of our province, but also the industry most needed for joint-effort development." The statement in the provincial economic work conference is full of expectation for the future of “Jilin famous brand rice".

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