Shandong running a new consumer track (5) | aiming at the 100 billion yuan market, Shandong enterprises enter the blue ocean of light food and healthy food

The Jinan girl Ai Ai, born in 1995, works in a well -known Internet company in China. She usually work hard to work. She has no time and exercise without physical strength. "I hope that I will become better in figure management, but I hope it is not so hard." After some inquiry, Ai Ai shifted her attention to light food and healthy food.

I have the same thoughts as Ai Ai, and adjusting the dietary habits to a new generation of young people who are light and healthy are becoming more and more. They are either professional iron madmen, or urban white -collar workers who are pursuing a low -calorie diet ... In diet, they not only pursue the ultimate taste, delicate laziness, decompression and healing, but also propose healthy ingredients, fresh short guarantees, and quality ingredients. Higher requirements.

Dietary habits have quietly changed, causing great changes in the food consumer market. Some investment institutions believe that the volume of the light food market is close to 100 billion yuan. As a traditional planting and animal husbandry province, Shandong has set off on a new light and healthy food.

Delicious

Excellent leading chicken breast market

Xiao Dongsheng, general manager of Shandong Fengxiang Co., Ltd., told reporters that by digging the needs of fitness and lighting people, the company launched the salad chicken breast product that opened the bag in 2017. The chicken breasts that do not like to eat, developed into a good series of products with delicious taste, low -fat health, and created a new category of chicken breasts in China and continued to lead the rapid growth of market segments.

As one of China's largest broilers in the production and processing and export enterprises in China, Fengxiang shares have exported chicken products to Japan, South Korea, Malaysia, the European Union and other countries and regions. Today, it is also popular in the domestic retail market, and it is also loved by consumers. In Xiao Dongsheng, this is mainly because the product meets the needs of consumers. "On the one hand, from the many aspects of ingredients to production and processing, export products are the same as domestic products, and the products are guaranteed." On the other hand, the company relies on the research and development center of Tokyo, Shanghai, and Yanggu to pass one through one of the three places. The unique craftsmanship of the series makes chicken breasts taste better than consumers themselves at home, which meets the needs of consumers who want food health and food for food. "This is the main reason for the first brand that can be the first brand of chicken breasts." Xiao Dongsheng said.

From its launch in 2017, to the end of February this year, the cumulative sales of chicken breast products exceeded 160 million packages. In the future, Fengxiang shares will further deepen the second innovation of traditional chicken food, and launch a more "superficial" "no burden" version, so that consumers can "eat chicken" without burden.

Fengxiang has a complete entire industry chain and a leading development of the industry.

Easy to eat

Fruit becomes casual snacks

In Laiyang, Yantai, in response to the needs of modern consumers "advocating nature and pursuing healthy and natural foods", eating fruits and fruits anytime, anywhere, Yantai Sanchuan Food Co., Ltd. is developing.

"A strawberry, fresh and juicy, turns into a grain of frozen dried after processing. The crispy refreshing is sweet and sour, from strawberries to frozen dried, which is extended to 18 months. Color and nutritional value. "The relevant person in charge of Yantai Sanchuan Food Co., Ltd. told reporters that the company's main business" Tianlu "brand series FD fruit slices, soup and other casual foods, with 16 FD frozen -dry food production lines and 4 frozen food production lines The product has been exported to Japan, Australia, the United States and other countries.

The so -called FD is the most advanced food processing technology in the world that allows food to dehydrate at ultra -low temperature, which effectively prevents the loss of nutrients during the fried process of traditional processing methods. It not only has no damage to the protein of food, but also maintains fresh food. The appearance shape.

Advanced technologies meet the needs of young people's pursuit of light food health, leisure snacks, and replacing traditional fried snacks, and also drive the adjustment and optimization of the surrounding rural planting structure and industrial structure. In the next step, Sanchuan Foods will continue to strengthen brand shapes, adhere to the same importance of domestic and foreign markets. Based on the local market of Shandong, direct sales stores are set up in large and medium -sized cities across the country to continuously expand domestic sales. At the same time, the company established a branch in Japan to continue to increase the share of products in the international market.

Tianlu -freezing food is increasingly in line with the habit of young people's healthy diet.

Thousands of light food companies

The biggest advantage of the industrial chain is complete

According to the company's investigation data, the number of registrations of Shandong light food health foods has reached 1,287, second only to Guangdong and Liaoning in the country. In 2021, the number of enterprises in Shandong was only about 700.

In the past three years, it is a centralized growth period for the registration and establishment of Shandong light food health food -related enterprises. In the first three months of this year, 67 related light food companies in Shandong have been established. Judging from the number of registered companies related to light -eating chicken breasts, the number of related companies in Shandong Province reached 20, which is the first in the country, and there are 8 in Guangdong in the second place.

These data show that on the new track of light food and healthy food, the traditional agricultural province is in the leading position. The reason is that this is directly related to the strong and full industrial chain built by Shandong.

Taking the superior brand as an example, Fengxiang Co., Ltd. has its own complete industrial chain from breeding chicken farms, incubation fields, farms, to slaughter processing plants, feed processing plants, etc. The full quality control. Fengxiang's first industrial operating system from the farm to the dining table in the Chinese meat and chicken industry has been established. The annual ranging meat chicken is about 120 million. The strong support of the supply chain has given Fengxiang's price advantage and product quality assurance. Similarly, the innovation and development of Yantai Sanchuan Food Co., Ltd. also rely on the advantages of Yantai's fruit and vegetable production base. Through the "company+base+farmers" integrated business model, the company has more than 50,000 acres of fruits and vegetable bases to form green foods to form green foods Large -scale, specialized, industrialized operations. "The procurement of raw materials is based on self -built bases and order bases, supplemented by market procurement, and the company implements contract management with the majority of farmers." The person in charge of Sanchuan Food said that The management model of unified testing and unified recycling ", high -quality fruit produced by production, standards and international standards, laid the foundation for the company's production of high -quality products.

It is based on the province's complete entire industry chain supply and technological continuous innovation, and more and more Shandong companies have begun to enter the track of light food and healthy foods, and walk forward in the blue ocean of light foods.

Volkswagen News · Rural Public Reporter Zheng Xiping Correspondent Shang He Wang Haitao

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