The first evaluation value of ＂Hubei rapeseed oil＂ brand is as high as 9.07 billion yuan.

Ingenuity is delicious, and the drops are mellow. Water moistens Jingchu, and rivers are like pearls. In order to thoroughly implement the strategy of the provincial party committee and the provincial government to strengthen agriculture and brand, and further enhance the social reputation and consumer recognition of provincial public brands such as Hubei rapeseed oil, Jianghan rice and Jingchu grain and oil, on July 31st, the food menu release conference of Hubei rapeseed oil and Jingchu grain and oil was jointly sponsored by the Provincial Grain Bureau and the Provincial Department of Agriculture and Rural Affairs, guided by the Provincial Department of Commerce, and jointly hosted by the Provincial Grain Industry Association and the Provincial Cooking Hotel Industry Association. It is reported that the first evaluation value of "Hubei rapeseed oil" brand is as high as 9.07 billion yuan.

"Hubei Rapeseed Oil" Food Menu Released

The theme of this activity is "Chu food for kitchen, Chu oil for cooking, rape for cooking, and Chinese people eating Chu food". Through the cultural collision between grain, oil and food, this activity explores the multi-dimensional integration of Chu food, Chu oil and Chu food, fully demonstrates the brand value, brand culture and brand characteristics of grain and oil in Hubei Province, and continues to be bigger and stronger, better and better as a public brand of Hubei grain and oil.

At the event site, there were not only a banquet SHOW and food production by Chu Cuisine Master Chu Liangchu Cuisine, but also brand promotion around Jianghan Rice, Wuhan Regan Noodles and Jingchu Cereals and Oils. Sun Taoxiang, Lu Yongliang, Zou Zhiping and Tang Tianjian, the masters of Chu cuisine, came to the scene to speak for Hubei Rapeseed Oil, Jianghan Rice and Jingchu Good Noodles. Through in-depth interpretation of the "Jianghan Rice" in the minds of Chu cuisine masters and the "one-sided relationship" between Chu cuisine masters and Jingchu Good Noodles, the ingenious technology and unique quality of good rice, good oil and good noodles were interpreted.

At the launch conference of "Hubei Rapeseed Oil" food menu, the guests joined forces with Chu Cuisine Masters and brand recommenders to jointly unlock the "Hubei Rapeseed Oil" food menu. The creative combination of grain, oil and food attracted the attention and praise of consumers.

Product display of "Hubei rapeseed oil"

In order to create a strong cultural atmosphere of grain, oil and food, during the same period of the event, there were a product exhibition area of "Hubei Rapeseed Oil", a punch-in point for the unified brand packaging and display of "Jianghan Rice" and "Jingchu Grain and Oil", a publicity and modeling area and a food identification area for Chu cuisine and Chu food. The public brands of Hubei Rapeseed Oil, Jianghan Rice and Jingchu Cereals and Oils displayed their own brands on the spot through unified packaging and style, which attracted a large number of Chu chefs and consumers to stop and negotiate.

In the food production tasting area, dozens of Chu cuisine dishes, such as Wuchang fish roasted with rapeseed oil, glutinous rice pearl balls, Jianghan rice cherry cake, Wuhan Regan Noodles, Zhenghe glutinous rice paste rice wine, etc., are refined with Chu grain and Chu oil as ingredients, with rich color and pure taste, which have been highly praised by the guests and American food connoisseurs.

In recent years, the provincial party committee and government have attached great importance to the development of agricultural industry and the brand building of grain and oil. The grain and agricultural departments have made a series of implementation measures around the brand building objectives, key directions and implementation paths, and the brand influence and social reputation of grain and oil in Hubei Province have been greatly improved. In 2023, the first evaluation value of "Jingchu Grain and Oil" provincial public brand was as high as 60.89 billion yuan, ranking second in the country among grain and oil brands, being selected into the China Grain and Oil List, and winning many influential public brands of China Grain and Oil; The brand value of "Hubei Rapeseed Oil" reached 9.07 billion yuan, and it has successively won many honorary titles such as the most influential brand of grain and oil in China and the top ten regional leading brands of grain and oil in China. The brand building of "Jianghan Rice" has been continuously strengthened, and the market premium effect has been continuously expanded.

In the next step, the Provincial Grain Bureau and other relevant departments will continue to deepen the brand building of grain and oil, explore brand building models around brand culture, product quality improvement and market channels, continue to integrate Chu cuisine and cultural tourism activities, and innovate the promotion and publicity forms of grain and oil brands. At the same time, focus on the 6th China Grain Fair held by Juli on October 18th, seize the favorable opportunity, give full play to the location advantages of granaries in Central China, strengthen the docking between enterprises and businesses, enhance exchanges and cooperation, highlight the advantages of Hubei and polish the brand background. Actively build a trading service platform for merchants and consumers all over the country, provide high-quality, healthy and green Hubei grain and oil, and let provincial grain and oil public brands such as Jianghan Rice, Hubei Rapeseed Oil and Jingchu Grain and Oil continuously flood into the national market and embark on the happy table of ordinary people’s homes. (Photo/Text Zhang Ling, Lin Rui)