Mission
To ignite rural vitality through industry convergence, where every harvest uplifts communities.
Vision
Be China’s trusted enabler of agricultural modernization — where tradition meets tech, and growth is shared.
Core Values
- 1.Ecocentric Innovation
- Prioritize green practices: Zero chemical pesticides, 100% organic waste recycling, and carbon-neutral processing.
- 2.Collective Prosperity
- Operate 50+ farmer cooperatives, ensuring “price floors + profit-sharing” for 800+ households (avg. income +¥24k/yr).
- 3.Rooted in Legacy, Future-Focused
- Revive非遗技艺 (e.g., Fengbian Fish curing), while investing 8% of revenue in R&D for plant-based meat and smart farming SaaS.
Employee Creed
- “Farm with science, serve with heart.”
3 annual R&D hackathons, cross-department rotation制度, and rural co-creation incentive funds.
Leadership Principles
- Agri-Tech Savvy: All executives undergo quarterly fieldwork (e.g., harvesting with farmers, live-streaming sales).
- Bridge Builders: Actively lobby policymakers for rural infrastructure upgrades and数字化 subsidies.
Brand Promise
From Soil to Society:
- For Farmers: Guaranteed收购 + free agronomy training.
- For Consumers: Traceable QR codes on every product.
- For Partners: Profit-sharing models with CSR impact reporting.
Key Differentiation:
- Cultural IP Integration: Collaborations with celeb influencers (e.g., actor Jiang Shui) and非遗IP authorization.
- Youth Engagement: 10% of profits fund “Back to Roots” internships for 500+ university students annually.
