Promoting Authentic Wuchang Daohuaxiang Rice
Fulinmen Committed to be the Trusted Brand
Before the leaders of Wuchang Government and Xi'an Grain Bureau, Lu Ying, Deputy General Manager of COFCO Rice made a solemn commitment to consumers.
On Dec.16, Wuchang government, along with COFCO Rice, launched an activity for consumers called "Tasting Fulinmen Dao Hua Xiang to identify authentic Wuchang rice," at CR Vanguard supermarket in Xi'an. It is another important activity following the "Recommended Conference for Authentic Wuchang Parboiled Rice" that was held in the Great Hall of the People by the Wuchang Government in November. On site, consumers are invited to taste the rice food of "Fulinmen" Dao Hua Xiang series. Moreover, the shopping guides introduce general knowledge to help consumers to be able to identify the authentic Wuchang Dao Hua Xiang Rice. This tasting activity for Fulinmen Rice was widely recognized by the general public.
In the launching ceremony, Lu Ying, Deputy General Manager of COFCO Rice Division, made a solemn commitment to consumers for the authentic quality of "Fulinmen" rice. All rice with the "COFCO 'Fulinmen' brand are processed from authentic raw grain, with reliable quality and safety. COFCO Rice will always fulfill social responsibilities as a central enterprise, standardizing management and operating with integrity, building a reliable rice industry chain with full traceability from the field to the dining table, offering consumers nutrient, healthy, high-quality and safe rice products." Li Xi'an, Director General of Xi'an Grain Bureau, and He Xiaogang, member of the standing committee of Wuchang Municipal Committee and vice mayor and other leaders, together witnessed the commitment ceremony and said that they would make concerted efforts to protect the brand of "Wuchang Rice", safeguarding consumer interests and standardizing market order.
With a 165-year planting history, Wuchang rice is famous in the world as the exclusive rice for royal families. Processed from authentic Wuchang Dao Hua Xiang raw grain and guaranteed by the whole industry chain of COFCO, COFCO "Fulinmen" Dao Hua Xiang rice is affirmed and strongly recommended by the Wuchang Government. "To protect the brand image of authentic Wuchang rice will need business integrity and the famous leading enterprise with guaranteed brand to set a good example," said He Xiaogang, member of the standing committee of Wuchang Municipal Committee and vice mayor.
He Xiaogang, member of the standing committee of Wuchang Municipal Committee and vice mayor and other leaders are inspecting "Fulinmen" Dao Hua Xiang products on the spot.
Since 2008, COFCO Rice has signed contracts with farmers in the Wuchang Rice production area for order planting and Wuchang has become the exclusive planting area of COFCO Rice, which guaranteeds a stable and reliable grain source. It can be said that the small package of "Fulinmen" Dao Hua Xiang rice, is the typical authentic Wuchang Dao Hua Xiang rice with excellent quality, and is widely recognized by consumers.
According to Lu Ying, Deputy General Manager of COFCO Rice Division, since 2009, COFCO Rice has been carefully monitoring 7 links from the field to the dining table according to the standard for the whole industry chain of COFCO. While also adhering to single planting, single harvesting, single processing, single transportation and single storage. In terms of production and processing, COFCO Rice has constructed an exclusive processing plant for "Fulinmen" rice, importing the most advanced production lines in the world and implementing the whole closed production system to achieve planting, harvesting and process in the origin, to ensure delivery of the authentic Wuchang rice from the field to the consumers' dining table.
"The product quality under the monitoring of COFCO's whole industry chain and the company's reputation for integrity business not only won the trust of consumers but also set a good example for authentic Wuchang Dao Hua Xiang rice.," He Xiaogang said, it is expected that COFCO's responsible image and the excellent quality of "Fulinmen" Dao Hua Xiang rice can strengthen the reputation of "Wuchang rice".
On the spot, the reporter saw the platform for tasting "Fulinmen" Dao Hua Xiang had a large crowd, with the consumers to consult and taste on and on. It is said the key to distinguish the authentic Wuchang Dao Hua Xiang rice is to "see, rub and smell in turn". Take "Fulinmen" Dao Hua Xiang rice as an example, it has pure, translucent color, and tapered shape. Rubbing the rice, a light fragrance will be remained in your hands, while the rice itself has a stronger fragrance. The cooked rice has a bright color and strong fragrance, and tastes slightly sweet, and refreshing. Its texture is soft, slightly sticky and no retro gradation is available.
As one of the strongly recommended products of Wuchang Dao Hua Xiang raw grain, "Fulinmen" Dao Hua Xiang rice will launch promotion and tasting activities in the major markets throughout the country, along with the recommendation campaign for Wuchang rice. "Fulinmen" Dao Hua Xiang products are available in all large supermarkets in Beijing.