Recently, around 10 million high-quality development projects, Guangdong explored the launch of "annual vegetable economy", and the relevant person in charge of the Department of Agriculture and Rural Affairs talked about the thinking of "annual vegetable" at the symposium of leading enterprises of prefabricated vegetables held recently.
Dear entrepreneurs and media friends who are interested in "New Year’s Food", ladies and gentlemen,
The year is approaching. Today, representatives of the pioneering enterprises of Hundred Years’ Cuisine, as well as representatives of the cultural and catering circles, have once again gathered together to discuss the creation of the "Year’s Cuisine Economy", which is gratifying. First of all, I’d like to talk with my friends about the original intention of launching the "New Year’s Vegetable Economy". Please criticize and correct me.
First, the significance of festivals
General Secretary of the Supreme Leader pointed out that "culture is an important fulcrum to promote high-quality development".
Empowering industrial development with festival culture provides a starting point for the transformation and upgrading of modern agricultural food processing industry. Festivals are traditional folk activities carried out by specific groups around specific themes in a specific time and space. These activities often form customs because of long-term common agreements, which have a long historical tradition and contain profound cultural connotations. Through festivals, people can continue the wisdom of their ancestors and inherit the local national culture. Festivals are jointly created by the needs of social life, and they are also widely accepted social, economic and cultural exchanges through the subtle influence of celebrations. In festivals, people can show their affection, extend their friendship and deepen their ties. Share joy, experience and celebrate together; Express culture through festivals, enhance mutual understanding and promote consensus.
Second, the value of festival economy
Under the condition of market economy, the commercial transformation of festivals will form "festival economy" Festivals create demand, demand creates a platform, and festival economy has become a powerful engine to promote culture, tourism, catering and all kinds of commodity marketing.
Festive consumption has a sense of ceremony, which includes human relations, emotional expression and reward. Domestic Spring Festival, online and offline new year fairs and flower markets are booming and lively; During the Christmas shopping season abroad, the phenomenon of "Black Friday" appeared. These scenes are typical of strong consumption will, warm consumption atmosphere, shocking consumption scenes and surging consumption waves.
The highest level of festival economy is to make products the standard of festival economy. All major businesses devote themselves to bringing forth new products, and all walks of life compete to seize festival business opportunities. Once products become the standard of festival economy, the material value of products will derive emotional value and cultural value.
Third, the creation of "annual vegetable economy" thinking
Bread is the staff of life. In the festival economy, food consumption is obligatory.
The food industry is an eternal sunrise industry, and it is also a "high-frequency consumption industry". The huge demand leads to a huge supply and a huge production capacity to meet the huge demand, while the pre-cooked food is an iteration of the food industry to meet the needs of the times. The new catering demand after 90′ s and 00′ s, the realistic demand of aging population and the innovation of catering production and management mode are directly reflected in the change of product form, which has promoted the rapid growth of prefabricated dishes in recent years.
There are moon cakes in the Mid-Autumn Festival, zongzi in the Dragon Boat Festival and "New Year’s dishes" in the Spring Festival. It is a pioneering undertaking to develop and launch "New Year’s Vegetable" prefabricated dishes and make the "New Year’s Vegetable Economy" bigger and stronger. Look forward to the enthusiastic input of friends in the industry and write their own chapters in the history of industrial development.
Last year, Guangdong initiated the "Year Fish" economy, and this year, Guangdong also initiated the "Year Vegetable" economy, with Year Fish and Year Vegetable as the representatives of prepared dishes. Fish, harps and harps are melodious in the New Year, and there is a symphony of Chinese New Year dishes, which is a feast for adults. It is difficult for a fish to become a seat, and without a chicken, the rice seat will be eclipsed. With the combination of new year’s dishes, a grand New Year’s Eve dinner is just a "small matter" with little effort.
Just as the "Year Fish" comes to the table, culture has unscrewed the incremental space of the value of prefabricated dishes, and the creation of "Year Vegetables" is also an incremental reconstruction. Food industry technology, fresh-keeping and fresh-keeping technology and warehousing and logistics technology provide healthy, nutritious, safe, delicious and convenient support for prefabricated vegetables, and of course, they also provide guarantee for "New Year’s Vegetables" to fly into people’s homes.
Industrial civilization is the only way for human civilization, and the high-quality development of food industry is inseparable from food industrialization. In the early years, the industrialization of works of art was questioned. Printing, mold and assembly line production made art enter thousands of households, which made the value of works of art extensive and the value of artists greater. Industrialization did not weaken the value of fine works of art. By the same token, the integration of famous chefs and famous dishes with modern industry will make them enter the homes of ordinary people and realize greater social value.
"New Year’s food" has entered thousands of households, and its economic value, social value and the value of linking agriculture with agriculture are remarkable. If we can take the "new year’s food" as the incision, we can make a more accurate subdivision of the prefabricated food track and introduce the meals for the elderly, moon cakes and babies; Introduce calcium supplements, iodine supplements, blood supplements and so on. In this way, it is expected to produce a "multiplier effect" in a larger scope and territory, and promote the unique food culture of Guangdong and China to the whole country and the world.
Fourth, the successful cases that can be used for reference in New Year’s dishes
The charm of new year’s dishes lies in food+family+culture, which makes the taste feast and forms cultural symbols. How to rely on festivals to create festival products, help the high-quality development of characteristic industries with "festival economy", and further promote the development of new year’s vegetable economy, let me give you a few examples:
First, the father loves Lan. There are carnations on Mother’s Day, roses on Valentine’s Day, but no exclusive flowers on Father’s Day. In 2022, under the pressure of the epidemic, and under the situation of the great depression of flower markets, flower streets and flower shops, the municipal government of Sihui, Zhaoqing, Guangdong Province made orchids a festival flower for Father’s Day, making "sending orchids to my father on Father’s Day" a vulgar custom, and finally realized the "anti-epidemic" sale of Sihui orchids.
Second, the fish in the year. In 2022, Doumen District, Zhuhai launched the "Year Fish Economy", which made it more than enough every year to send "Year Fish" to the Spring Festival as a new scenic spot for consumption.
Third, Japanese New Year dishes. Japan also has new year’s dishes, which are called "Imperial Festival Cuisine" and have a history of thousands of years. The composition of Japanese New Year dishes pays great attention to symbolic meaning and color collocation. For example, red and white food symbolizes auspiciousness, while golden dishes symbolize wealth. In New Year’s dishes, ingredients symbolizing wealth, good luck and longevity are used. For example, giant tree mushrooms (Swiss mushrooms) symbolize longevity, carrots and red peppers symbolize good luck, while tuna represents "good luck" (good luck). Put a variety of dishes in a box called "heavy box" and stack them layer by layer, which means the blessing and joy of stacking them layer by layer.
Fifth, let New Year’s dishes become family dishes, healthy dishes, happy dishes and people’s livelihood dishes.
At present, the new year’s vegetable economy is promoted in seven aspects:
First, thinking leapfrogging.
Second, resource sharing.
Third, platform co-construction.
Fourth, quality is guaranteed together.
Fifth, standards are created together.
Sixth, brand co-casting.
Seventh, the atmosphere is unified.
At the same time, hurry up and race against time to jointly build an economic framework for new year’s vegetables before the Spring Festival this year.
First, hold a seminar on New Year’s vegetable culture, industrial development, cultural momentum, production and consumption dance together;
Second, explore the introduction of the annual vegetable industry standard system and build a self-discipline mechanism for the quality and safety of "annual vegetables";
Third, organize food experts, nutritionists, kitchen masters, etc. to develop eight major cuisines and launch hundreds of dishes;
Fourth, hold a cooperation conference on the whole industry chain of new year’s vegetables to promote the establishment of a cooperation platform. Promote the docking and cooperation of raw materials, production and processing, cold chain logistics, R&D institutions, brand culture, sales enterprises, e-commerce platforms, financial insurance and other parties to build an industrial ecology;
5. Hold the first annual vegetable selection contest, and invite consumers, food experts, food testing institutions, etc. to select "good annual vegetables" welcomed by consumers;
Sixth, hold the first China New Year’s Fair, "Call the world to eat China’s New Year’s food", and let the New Year’s food enter thousands of homes and go global.
"New Year’s food" is ready to come out, and it is a mission, wisdom and rare opportunity for all participants to become creators of new industries. Doing difficult, valuable and meaningful things requires heart, intelligence and ability. Let’s work together to make meaningful things interesting, make interesting things valuable, really do, do it, do it quickly, do it for a long time, and make it stronger.
