湖北出口貿(mào)易的品類里，哪一款“湖北味”最受歡迎？你可能想象不到，隨州香菇在海外的名氣有多大？泰國(guó)、美國(guó)等20多個(gè)國(guó)家和地區(qū)的商超貨架上，稍一留意，也許就能找到來(lái)自隨州的香菇醬。
Among the categories of export trade in Hubei, which "Hubei flavor" is the most popular?You may not imagine how famous Suizhou shiitake mushrooms are overseas. With a little attention, you may find shiitake mushroom sauce from Suizhou on the shelves of supermarkets in more than 20 countries and regions such as Thailand and the United States.
為什么是隨州？
Why Suizhou?
賣得遠(yuǎn)，還賣得好，如今，“隨州香菇”身價(jià)倍增，和“隨州香稻”一起成為區(qū)域公共品牌“新貴”，品牌價(jià)值雙雙過(guò)百億。還有隨州的茶葉，乍一聽(tīng)，略顯低調(diào)，一打聽(tīng)，好家伙，已經(jīng)“悶聲”進(jìn)入了東南亞、中東、非洲等40多個(gè)國(guó)家和地區(qū)市場(chǎng)。菇香飄萬(wàn)里、茶香溢四方，這座享有“中國(guó)香菇之鄉(xiāng)”美譽(yù)的城市，讓舌尖上的湖北，香飄四海！
Selling far and well, now the value of "Suizhou Shiitake Mushroom" has doubled, and together with "Suizhou Fragrant Rice", it has become a regional public brand "new rich" with a brand value of over 10 billion yuan. Also, Suizhou's tea, at first glance, seems a bit low-key, but upon inquiry, it has quietly entered the markets of more than 40 countries and regions in South East Asia, the Middle East, and Africa. The fragrance of mushrooms spreads far and wide, and this city, known as the "hometown of Chinese shiitake mushrooms", makes Hubei, which is on the tip of the tongue, fragrant all over the world!
01、40年 30萬(wàn)人有了同一種選擇
For 40 years, 300,000 people had the same choice.
隨州為何能撬動(dòng)全世界人們的味蕾？其實(shí)并不意外，從歷史淵源來(lái)說(shuō)，隨州是炎帝神農(nóng)的老家，就是那個(gè)嘗百草、發(fā)明農(nóng)業(yè)、教人用火的神農(nóng)氏，香菇在這里發(fā)跡，屬實(shí)不意外。當(dāng)然，當(dāng)代香菇產(chǎn)業(yè)的高質(zhì)量發(fā)展，也是新時(shí)代隨州人篳路藍(lán)縷銳意創(chuàng)新、緊抓機(jī)遇不斷開(kāi)放、務(wù)實(shí)重行興農(nóng)強(qiáng)農(nóng)的必然結(jié)果。Why can Suizhou move the taste buds of people all over the world?Actually, it's not surprising. From a historical perspective, Suizhou was the hometown of Yandi and Shennong, who tasted various herbs, invented agriculture, and taught people how to use fire. It's not surprising that shiitake mushrooms made their fortune here. Of course, the high-quality development of the contemporary shiitake mushroom industry is also the inevitable result of Suizhou people's innovation, seizing opportunities, constantly opening up, and pragmatically promoting and strengthening agriculture in the new era.
北緯30度、亞熱帶季風(fēng)氣候、四季分明、雨量充沛、土質(zhì)肥沃……獨(dú)特的地理和氣候條件，是隨州適宜發(fā)展農(nóng)業(yè)的先天優(yōu)勢(shì)所在。
30 degrees north latitude, subtropical monsoon climate, distinct four seasons, abundant rainfall, fertile soil... The unique geographical and climatic conditions are the innate advantages of Suizhou for developing agriculture.
獨(dú)特的氣候和自然環(huán)境造就了“隨州香菇”菇柄短、菌蓋厚、花紋如刻、菇香醇厚、細(xì)膩爽滑的極佳品質(zhì)和口感風(fēng)味。
The unique climate and natural environment have created the excellent quality and taste of "Suizhou Shiitake Mushroom" with short stems, thick covers, engraved patterns, rich mushroom aroma, delicate and smooth texture.
歷經(jīng)40多年的發(fā)展，隨州香菇實(shí)現(xiàn)了從分散種植向規(guī)?；a(chǎn)、從提籃小賣向飄揚(yáng)出海、從干菇買賣向精深加工，一二三產(chǎn)業(yè)融合的華麗蛻變，逐步形成以出口拉動(dòng)全鏈條發(fā)展的“隨州模式”。
After more than 40 years of development, Suizhou shiitake mushrooms have achieved a magnificent transformation from scattered planting to large-scale production, from small-scale sales to floating out to sea, from dry mushroom trading to deep processing, and the integration of primary, secondary, and tertiary industries, gradually forming the "Suizhou model" of export-driven development of the entire chain.
現(xiàn)如今，隨州已經(jīng)形成了包括品種繁育、技術(shù)推廣、袋料栽培、設(shè)備制造、市場(chǎng)交易、精深加工、外貿(mào)出口等在內(nèi)的相對(duì)完整的產(chǎn)業(yè)體系。截至2024年底，“隨州香菇”區(qū)域公共品牌價(jià)值超過(guò)176億元，連續(xù)兩年位居全國(guó)食用菌品牌榜首，小小“一朵菇”，不僅成為30多萬(wàn)菇農(nóng)的致富密碼，也成了隨州富農(nóng)強(qiáng)市的支柱產(chǎn)業(yè)之一。
Nowadays, Suizhou has formed a relatively complete industrial system including variety breeding, technology promotion, bagged cultivation, equipment manufacturing, market trading, deep processing, and foreign trade export. As of the end of 2024, the public brand value of "Suizhou shiitake mushroom" in the region exceeds 17.60 billion yuan, ranking first in the national edible mushroom brand list for two consecutive years. The small mushrooms have not only become the secret for more than 300,000 mushroom farmers to get rich, but also one of the pillar industries of Suizhou.
02、72變 “鄉(xiāng)土味”潮出國(guó)際范兒
72 transformations of "local flavor" into an international style.
如何讓特色農(nóng)產(chǎn)品擺脫“養(yǎng)在深閨人未識(shí)”的困境？隨州選擇的是一條規(guī)?；?、品牌化擴(kuò)張之路。近年來(lái)，隨州發(fā)展香菇香稻等特色產(chǎn)業(yè)，牢固樹(shù)立“品牌就是產(chǎn)業(yè)，產(chǎn)業(yè)就是品牌”的發(fā)展理念，突出農(nóng)業(yè)品牌建設(shè)，努力蹚出一條品牌賦能、產(chǎn)業(yè)興旺、農(nóng)民致富的路子。
How to get characteristic agricultural products out of the dilemma of "being kept in seclusion and unknown to others"? Suizhou has chosen a path of large-scale and branded expansion.In recent years, Suizhou has developed characteristic industries such as shiitake mushrooms and fragrant rice, firmly established the development concept of "brand is industry, industry is brand", highlighted agricultural branding, and strived to forge a path of brand empowerment, industry prosperity, and farmer wealth.
以香菇產(chǎn)業(yè)為例，隨州香菇種植規(guī)模近4億袋，全產(chǎn)業(yè)鏈產(chǎn)值500億元。然而，傳統(tǒng)香菇種植高度依賴人力和經(jīng)驗(yàn)，風(fēng)險(xiǎn)難以控制。近年來(lái)，隨州著力科技賦能，大力推廣“集中制棒、分戶出菇”和“企業(yè)+合作社+基地+農(nóng)戶”等模式，隨州香菇栽培逐步向“規(guī)?；?、標(biāo)準(zhǔn)化、智能化”轉(zhuǎn)變，香菇種植的“隨州模式”進(jìn)一步夯實(shí)影響力?！?/p>
Taking the shiitake mushroom industry as an example, the scale of shiitake mushroom cultivation in Suizhou is nearly 400 million bags, and the output value of the entire industry chain is 50 billion yuan. However, traditional shiitake mushroom cultivation highly relies on manpower and experience, and the risks are difficult to control. In recent years, Suizhou has focused on technology empowerment, vigorously promoting models such as "centralized stick production, separate mushroom production" and "enterprise + cooperative + base + farmer". The cultivation of shiitake mushrooms in Suizhou has gradually shifted towards "scale, standardization, and intelligence", and the "Suizhou model" of shiitake mushroom cultivation has further consolidated its influence.
不僅要“吃得香”，還要讓優(yōu)質(zhì)農(nóng)產(chǎn)品“叫得響”。2024年，隨州設(shè)計(jì)出“隨州香菇”區(qū)域公用品牌標(biāo)識(shí)、宣傳口號(hào)、文創(chuàng)產(chǎn)品；邀請(qǐng)?jiān)菏繄F(tuán)隊(duì)、教授團(tuán)隊(duì)進(jìn)行品牌包裝策劃宣傳。土味農(nóng)產(chǎn)品，也開(kāi)始呈現(xiàn)出美出天際的顏值擔(dān)當(dāng)。
Not only should we "eat deliciously", but also make high-quality agricultural products "famous". In 2024, Suizhou designed the "Suizhou Shiitake Mushroom" regional public brand logo, promotional slogan, and merchandise products; invited academician teams and professor teams to carry out brand packaging planning and promotion. Local-style agricultural products have also begun to show their stunning appearance.
目前，隨州香菇醬、調(diào)味香菇、香菇濃縮汁、香菇多肽、香菇多糖、香菇辣條、香菇脆等深加工產(chǎn)品品類超過(guò)20種，在食用菌出口中占比達(dá)80%，遠(yuǎn)超國(guó)內(nèi)同類地區(qū)。
Currently, there are more than 20 types of deep-processed products such as Suizhou mushroom sauce, seasoned mushrooms, concentrated mushroom juice, mushroom peptides, mushroom polysaccharides, mushroom spicy strips, and mushroom crisps, accounting for 80% of edible mushroom exports, far exceeding similar regions in China.
世界香菇看中國(guó)，中國(guó)香菇看隨州！這句耳熟能詳?shù)男麄髡Z(yǔ)，展現(xiàn)出隨州人在農(nóng)業(yè)產(chǎn)業(yè)上當(dāng)仁不讓的競(jìng)進(jìn)之姿，同時(shí)也是隨州這個(gè)“謁祖圣地”在香菇產(chǎn)業(yè)鏈上的“尋根”標(biāo)簽。
The world's shiitake mushrooms look to China, and Chinese shiitake mushrooms look to Suizhou! This well-known slogan shows the fierce competition of Suizhou people in the agricultural industry, and is also the "root-seeking" label of Suizhou, the "ancestral holy land", in the shiitake mushroom industry chain.
03、新征程 山“菇”要出山 “吃貨”要出海
New journey, the mountain "mushroom" wants to come out of the mountain, and the "foodie" wants to go out to sea.
舉一反三、觸類旁通，產(chǎn)業(yè)先行的隨州人更有心得，圍繞香菇產(chǎn)業(yè)鏈的完整體系，將經(jīng)驗(yàn)推廣到其他農(nóng)產(chǎn)品的生產(chǎn)、加工和出口，同樣也創(chuàng)造出了傲人成績(jī)，茶葉生產(chǎn)和出口正是一例。
By drawing inferences and applying them to other situations, Suizhou people who are pioneers in the industry have more insights. Focusing on the complete system of the mushroom industry chain, they have extended their experience to the production, processing, and export of other agricultural products, which has also created impressive results.
隨州云峰山萬(wàn)畝茶園與香菇不同，隨州并不是茶葉主產(chǎn)區(qū)，但茶葉出口也做到了全省前列，被傳為“無(wú)中生有”的美談。隨州茶園面積雖然僅占湖北省茶園面積2.1%，但2013年至2018年，該市茶葉出口量居全省第一，最高峰時(shí)出口量在全省茶葉出口占半壁江山，2019年以后居全省第二。
Unlike shiitake mushrooms, Suizhou is not the main tea-producing area, but its tea exports have also reached the forefront of the province, known as a "fabricated" story. Although the tea garden area of Suizhou accounts for only 2.1% of the tea garden area in Hubei Province, from 2013 to 2018, the city's tea export volume ranked first in the province. At its peak, the export volume accounted for half of the province's tea exports, and after 2019, it ranked second in the province.
其中，湖北中興食品有限公司名下的“大洪山”牌茶葉聲名遠(yuǎn)播，享譽(yù)海外，被譽(yù)為“大洪山現(xiàn)象”。“大洪山”，正是中興食品出口茶葉的主打品牌。近年來(lái)，該公司每年都要投入大筆資金進(jìn)行品牌推廣，“大洪山”牌系列茶產(chǎn)品在國(guó)際市場(chǎng)，特別是中東、非洲和東南亞獲得較高的知名度。
Among them, the "Da Hongshan" brand tea under the name of Hubei Zhongxing Food Co., Ltd. is well-known overseas and is known as the "Da Hongshan phenomenon". "Da Hongshan" is the main brand of ZTE Food's exported tea. In recent years, the company has invested a large amount of money every year in brand promotion. The "Da Hongshan" brand tea products have gained high popularity in the international market, especially in the Middle East, Africa, and South East Asia.
目前，隨州共有神農(nóng)茶業(yè)、中興食品、淮源茶業(yè)等8家擁有出口資質(zhì)的茶企，出口產(chǎn)品主要銷往西非、中東、歐洲等地。隨州茶品牌，正漂洋過(guò)海融入對(duì)外開(kāi)放“大棋局”，呈饗全球40多國(guó)消費(fèi)客戶。
Currently, there are 8 tea companies with export qualifications in Suizhou, including Shennong Tea Industry, ZTE Food, and Huaiyuan Tea Industry. Their export products are mainly sold to West Africa, the Middle East, Europe and other places. The Suizhou tea brand is crossing the ocean to integrate into the "big chess game" of opening up to the outside world, presenting to consumer in more than 40 countries worldwide.
炎帝親耕地，隨州稻米香。這是歷史的縮影，如今卻大不同。站在新起點(diǎn)上的隨州，香飄海內(nèi)外的不僅有稻米，還有香菇、稻米油、油茶、茶葉、生豬家禽，以及泡泡青等各種特色果蔬，它們共同構(gòu)成了隨州特色農(nóng)業(yè)產(chǎn)業(yè)最強(qiáng)矩陣，成為走向強(qiáng)農(nóng)富農(nóng)、實(shí)現(xiàn)鄉(xiāng)村全面振興，建設(shè)城鄉(xiāng)融合發(fā)展示范區(qū)的“排頭兵”。
Emperor Yan personally cultivated the land, and the rice in Suizhou was fragrant. This is a microcosm of history, but now it is very different. Standing at a new starting point, Suizhou not only has rice, but also shiitake mushrooms, rice oil, oil tea, tea leaves, live pigs and poultry, as well as various characteristic fruits and vegetables such as Pao Pao Qing. Together, they constitute the strongest matrix of Suizhou's characteristic agricultural industry, becoming the "vanguard" towards strengthening and enriching agriculture, achieving comprehensive rural revitalization, and building a demonstration zone for integrated urban-rural development.
來(lái)源 | 長(zhǎng)江云新聞、環(huán)球時(shí)報(bào)、湖北畫(huà)報(bào)社國(guó)際傳播中心
