“Industrial Village Chiefs” entering villages, enriching people and revitalizing villages with a way. In promoting the “Hundreds of Thousands Project,” our county actively leverages the effect of “industrial village chiefs,” helping farmers clarify their thoughts, driving the development of characteristic industries, and effectively activating the internal driving force for rural development.
As one of the second batch of “industrial village chiefs,” Shen Yunrui is breaking through bottlenecks in Tea industry development by building a standardized industrial chain service system. He is adopting a production and sales integration model to create the Hakka green stir-fried tea brand, assisting in the high-quality development of rural industries.
In summer, when you arrive at Dayue Mingzhu Tea Specialized Cooperative's tea plantation base in An'nan Village, Shizheng Town, the scent of tea fills the air. Looking out, row upon row of neatly arranged tea trees are thriving.
Shen Yunrui, General Manager of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd.: Our output this year is about the same as last year. We already have over 20,000 pounds of locally produced organic Hakka green stir-fried tea in reserve. According to our company's business goals, we aim to exceed last year's performance; last year, we achieved over 20 million yuan, and this year, we should be able to realize our goal.
In the production workshop of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd., the reporter saw a bustling scene. “Industrial village chief” Shen Yunrui and staff were methodically installing production equipment.
Shen Yunrui, General Manager of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd.: This production line is mainly for providing market terminal services for our products, increasing our production volume, and adding value to our products. It will start production in August, with a planned capacity of over 50,000 packets per day.
Targeting the reality that while our county's tea quality is good, its scale is not large and its brand strength is weak, Shen Yunrui focuses on innovation, introducing advanced equipment, expanding production scale, innovating product forms according to market demand, and meeting consumers' growing pursuit of quality, thus pushing “small tea leaves” toward “big tea industry.”
Shen Yunrui, General Manager of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd.: We used to be more traditional. For example, we used to sell loose-leaf or large-box teas, but now we directly target young people and fast-moving consumer goods. We can sell just one serving of tea, which enables us to sell at lower prices and reach a wider audience. With the application of Hakka green stir-fried tea, we can increase our market share.
With the development of the industry, it's also necessary to help villagers become prosperous. To this end, Shen Yunrui is making efforts along the industrial chain, adopting a “company + cooperative + farmer” model. Leveraging the technical, information, and market advantages of leading enterprises, he establishes unified standards and regulations for planting, production, processing, sales, storage, transportation, and other aspects of the entire industrial chain, allowing more tea farmers to integrate into the industrial chain and solving problems such as difficulty selling tea and low prices.
Shen Yunrui, General Manager of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd.: Every year, after the tea is produced, we set a minimum price to ensure that farmers do not suffer losses from their tea cultivation, solving their sales problems. Additionally, we guide them on how to effectively manage pests, how to meet organic standards, how to control diseases, pests, weeds, and soil improvement, and in the initial stages of Tea processing, we also provide guidance. For instance, regarding the standards for picking tea, we will pick samples on-site and show them the benchmarks, ensuring that the standards of what they pick are uniform.
Shen Yunrui, who comes from another place, is a third-generation inheritor of tea-making. For over 20 years, he has been deeply rooted in Pingyuan, dedicating himself to the tea industry. While researching traditional excellent tea-making techniques, he has also continuously learned and explored modern tea industry professional knowledge and management methods. Now, as an “industrial village chief,” he is establishing a mechanism to link benefits, enhancing product power, and strengthening brand power. Not only is he promoting the high-quality development of the tea industry, but he is also paving a broad path to prosperity for local tea farmers.
Shen Yunrui, General Manager of Guangdong Dayue Mingzhu Agricultural Technology Co., Ltd.: Being an “industrial village chief” is a mission, a pressure, and a motivation. After being in the tea industry for so many years, I hope to do something for everyone. In terms of industry promotion, I focus more on improving the economic and quality benefits of local tea farmers and tea companies, as well as opening up market sales. These three aspects are what I mainly think about.
Reporters: Zhong Chengzhi, Chen Chen
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