Source: [Green China] Camellia oleifera trees thrive on the red soil of Hunan. These green elves grow in secluded hilly and mountainous areas, far away from industrial and urban pollution. They do not use chemical fertilizers and pesticides. They enjoy the nourishment of clouds a

Source: [Green China]

On the red soil of Hunan, camellia oleifera trees thrive.

These green elves grow in secluded hilly and mountainous areas, far away from industrial and urban pollution. They do not use chemical fertilizers and pesticides. They enjoy the nourishment of clouds and mist in all seasons from flowering, fruiting to picking. The tea oil extracted from their fruits tea seeds It is a veritable green food and a characteristic agricultural product with competitive advantages and development potential in my country in the international market.

The children of Xiaoxiang who have entered the new era have mobilized the whole province to build the public brand "Hunan Camellia Oil" and made it an outstanding representative of green high-end national oil, leaving behind many touching stories.

△ Shaoyang Camellia oleifera

Sunshine Rain and Dew Camellia oleifera Zhuang

As early as November 2009, the National Camellia oleifera Industry Development Plan (2009-2020) was officially promulgated with the approval of the State Council. Since then, the development of the camellia oleifera industry has been elevated to the level of maintaining national grain and oil security.

html After 2005, The General Office of the State Council issued the "Opinions on Accelerating the Development of the Woody Oil Industry", which clarified the focus on the development of 11 woody oil tree species such as camellia oleifera.

In recent years, the country has paid more and more attention to camellia oleifera. In 2019, the National Development and Reform Commission included the cultivation of camellia oleifera economic forests in the Catalog of Industries to Encourage Foreign Investment. In 2020, the central government included the transformation of Camellia oleifera low-yield and low-efficiency forests into the scope of support, and the National Forestry and Grassland Administration released the "Camellia oleifera Industry Development Guide."

In November 2020, in a relevant document jointly issued by ten ministries and commissions including the National Development and Reform Commission, National Forestry and Grassland Administration, Camellia oleifera was regarded as one of the main forces in the development of edible vegetable oils, and it was determined to create integrated development advantages of the Camellia oleifera industry in 15 provinces and regions including Hunan. district.

In January this year, the National Forestry and Grassland Administration clearly stated in the "Forestry and Grassland Industry Development Plan (2021-2025)" that by 2025, the annual output of camellia oil will be 2 million tons, establishing the image of camellia oil as a "high-end national oil".

The Party Central Committee and the State Council have made a series of major arrangements for the development of the camellia oleifera industry. This year's Central Document No. 1 clearly stated that it supports the expansion of Camellia oleifera planting area. On March 18, the State Council held a national video and telephone conference and made arrangements to accelerate the development of the camellia oleifera industry.

The Party Central Committee and the State Council, from the perspective of ecological civilization and green development, have carried out a scientific, thorough and feasible overall system design for the development of the camellia oleifera industry, providing policy support for Hunan to vigorously develop the camellia oleifera industry and build the "Hunan Camellia Oil" brand.

Sanxiang Sishui Yu Camellia oleifera

In September 2008, the first national on-site meeting for the development of Camellia oleifera industry was held in Changsha, Hunan, which kicked off a new round of great development of Camellia oleifera industry in Sanxiang.

In this year, the development of the camellia oleifera industry became a real "top project" in Hunan. A provincial camellia industry development leading group was established with the provincial party committee secretary as consultant and the provincial governor as team leader. Provincial leaders conducted multiple investigations and deployments. The provincial government issued the "Opinions on the Development of Camellia Camellia Industry", which clearly proposed to build the camellia oleifera industry into a competitive industry with regional characteristics and a pillar industry that enriches the people and strengthens the province.

In 2015, the Hunan Provincial Government issued the "Opinions on Further Promoting the Development of Camellia Camellia Industry" to continue to promote the development of Camellia oleifera industry. In 2018, the provincial government identified Camellia oleifera as a 100-billion industry to implement the rural revitalization strategy. In July 2021, the provincial government issued 18 specific measures to provide comprehensive support to the camellia oleifera industry.

Today's Hunan is my country's first core production area of ​​camellia oleifera, ranking first in the country in terms of planting area, output, output value, and technological level. At the end of 2021, the total area of ​​camellia oleifera forests in the province was 22.77 million acres, the output of camellia oil was 413,000 tons, the output value was 58.86 billion yuan, and the comprehensive output value reached 68.86 billion yuan.

In Hunan Province, there are 594 enterprises involved in Camellia oleifera planting, 3108 Camellia oleifera professional cooperatives, 5249 large planting households, and 519 family forest farms, involving 1.1 million farmers, forming "enterprises + bases + farmers" and "enterprises + cooperatives + Various business models include "base + farmers", professional cooperatives, large households, and family forest farms.

Looking at Camellia oleifera in Furong Country. Today, there are 155 camellia oleifera processing enterprises above designated size in Hunan Province, including 6 key national forestry leading enterprises and 128 provincial forestry industry leading enterprises. The province's annual processing capacity of camellia oil is more than 600,000 tons.

△Shaoyang Camellia Camellia

Quality-based brand building

In 2018, the Hunan Provincial People's Government issued a document proposing to focus on building a public brand of "Hunan Camellia Oil". In 2021, the General Office of the Provincial Party Committee and the Provincial Government issued a document expressing continued support for the construction of the "Hunan Camellia Oil" public brand, and the provincial finance will support the promotion and variety improvement of the "Hunan Camellia Oil" public brand.

Through government guidance and market operation, Hunan Province uses the Camellia Oil Industry Association as a platform to introduce advantageous enterprises to participate, integrate resources, support the superior and the strong, and innovate business management and brand marketing mechanisms, making the "Hunan Camellia Oil" public brand more and more valuable. The higher.

brand first, quality first. The Hunan Camellia Oil Industry Association has formulated and issued public brand management measures for "Hunan Camellia Oil" and determined the collective standards for "Hunan Camellia Oil". In order to ensure the characteristics and quality of tea oil products, its group standard indicators are higher than and stricter than the national standard. It also adds tocopherol , squalene and other characteristic indicators. It is not easy for

to join the ranks of the public brands of "Hunan Camellia Oil". After camellia oil production companies submit applications, the association will review the submitted materials, organize on-site inspections of the company's production sites, facilities, equipment, technical capabilities, operating conditions, etc., and entrust a third-party testing agency to conduct strict quality testing and screening. Only products that meet the requirements of the "Hunan Camellia Oil" group standards and are authorized by the Hunan Camellia Oil Industry Association can be labeled as "Hunan Camellia Oil". During the authorization period, the association will conduct dynamic tracking and random inspections of authorized products to ensure the quality of authorized camellia oil products.

The "Hunan Camellia Oil" family thrives on the premise of ensuring quality. The number of products that can use the "Hunan Camellia Oil" image logo after strict assessment is increasing year by year, with 53 models in 2019, 59 models in 2020, and 95 models in 2021. In the competition for China's "Top Ten Famous Camellia Oil Brands", tea oil products produced by four companies including Dasanxiang, Shanrun, Guitai, and Shennong National Oil were selected.

"Hunan Camellia Oil" has a very strict public brand management and product quality standard system, and the entire process from the forest to the dining table has been dynamically monitored. The camellia oleifera forest adopts ecological and organic cultivation methods, eliminating the use of pesticides and herbicides. Each tea seed is carefully selected, using advanced low-temperature cold-pressing technology and high-quality packaging materials. High-standard quality control and strict brand management are implemented in the circulation and sales links to ensure that every drop of "Hunan Camellia Oil" is For quality.

technology empowers "Hunan Camellia Oil". Through technological innovation, the content of anthocyanins in freshly squeezed "Hunan Camellia Oil" is as high as 1,400 mg, which is more than three times that of olive oil. Some of the products of "Hunan Camellia Oil" have obtained the national geographical indication protected products, some have become special edible oils for the "Yugong-1" aerospace experiencers and "Jiaolong" scientific expedition personnel, and some have won the " High-end Edible Oil Gold Award", "Green Food Gold Award", "Special Oil Gold Award" and other awards.

"Hunan Camellia Oil" has been widely spread

Open ancient pharmacopoeias such as "The Classic of Mountains and Seas" and "Compendium of Materia Medica", which record the unique health care effects of camellia oil. Modern medicine has proven that tea oil has health effects such as lowering blood lipids, improving blood circulation, and preventing cardiovascular and cerebrovascular diseases.

To measure the quality of edible oil, the key is the level and composition of unsaturated fatty acids . The unsaturated fatty acid content of camellia oil is as high as 90%, 6 percentage points higher than that of olive oil; the oleic acid content is as high as 72%-83%, ranking highest among natural vegetable oils. At the same time, tea oil is also rich in antioxidant active substances such as squalene, vitamin E, sterol .

Tea oil has good stability and a smoke point as high as 230 degrees. Using tea oil for cooking at high temperatures will not cause loss of nutrients or produce harmful substances.

Today, a camellia oil brand system has been formed, led by the public brand "Hunan Camellia Oil", integrating local regional characteristic brands and well-known corporate brands. "Hunan Camellia Oil" sells well in Hong Kong, Macau, Japan, South Korea, Europe, North America and other places.

On the road to building a public brand of "Hunan Camellia Oil", the province has joined hands to strengthen brand promotion, expand brand awareness and influence through media, Internet, advertising and other carriers, organize "Hunan Camellia Oil" authorized companies to participate in large-scale exhibitions, and promote implementation "Hunan products come out of Hunan" strategy. In terms of marketing, we will increase online and offline promotion efforts, guide and expand the scope of camellia oil consumption, and expand camellia oil sales channels. At the same time, we strengthen quality supervision and conduct regular strict testing of authorized products to ensure that the products are excellent and live up to their reputation.

Hunan Satellite TV host Wang Han served as the "Hunan Camellia Oil" public welfare promotion ambassador; named the "Hunan Camellia Oil" high-speed rail train and held a departure ceremony; in Changsha Metro Line 5 , there is a dedicated "Hunan Tea Oil" "Oil" theme station; "Hunan Camellia Oil" advertisements can be seen everywhere at Huanghua Airport and important transportation hubs in Changsha, Shanghai, Shenzhen, Hangzhou and other places; with the help of new media such as short videos, create a "Hunan Camellia Oil" TikTok Audio and public accounts invite social media to conduct in-depth inspections and interviews with camellia oil companies... The public brand "Hunan Camellia Oil" is becoming more and more popular across the country, and its influence is rapidly increasing.

The "Hunan Camellia Oil" public brand ranked among the "Top Ten Influential Public Brands of China's Grain and Oils" in 2019, and won the title of "China's Most Influential Regional Public Brand of Woody Oils" in 2021.

The operation of offline "Hunan Camellia Oil" physical stores is progressing at the same time. Experience centers have been established in Beijing, Shenzhen, Changsha and other places, and the products have been sold in large supermarkets. Hunan camellia oil food tasting and other activities have been held. "Hunan Camellia Oil" authorized companies have appeared in large-scale expos and participated in the "Hong Kong Food Festival". The Macau Exhibition and Sales Center has set up a "Hunan Camellia Oil" exhibition area and held a special brand promotion meeting to highlight the products.

online brand promotion is in full swing. "Hunan Camellia Oil" Tmall flagship store came into being, "Authentic place of origin·Hunan Camellia Oil Tmall " "Hunan Camellia Oil·There are treasures under this Hunan polite forest" "Mango Cloud Supermarket" "To Live streaming activities such as "Good Departure" have increased the market share of "Hunan Camellia Oil".

Each authorized product company shows its own capabilities and adopts membership systems, self-owned platforms, procurement and other channels for sales. Since the first batch of authorization in 2019, authorized product companies have sold "Hunan camellia oil" products with sales of 1.13076 million yuan, accounting for 17.36% of the sales of camellia oil products.

The yesterday of the "Hunan Camellia Oil" public brand is the result of countless efforts and touching stories. The future of the "Hunan Camellia Oil" public brand is continuous hard work and brilliant futures one after another. (Text/Green China Financial Media Reporter Tie Zheng "Green China" 2022.5B)

This article is from [Green China] and represents only the author's views. National party media information public platform provides information release and dissemination services.

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