-the story of a grain of China rice (5)
Under the background of consumption upgrading, "a bowl of rice" has promoted the upgrading of the whole industrial chain from planting and processing to catering and take-away, and both the supply and demand sides have stimulated new growth points.
Rice, known as the "head of the five grains", is the main character on the dining table of China people. In recent years, with the upgrading of consumption and the change of people's diet structure, the content of "a bowl of rice" is quietly changing.
Many people have an intuitive feeling that people's "appetite" has become smaller. Not long ago, a food trend report also confirmed this point, and mentioned that 20 kg of rice was once a standard part of family procurement, but now 1 kg of rice is very popular. The decrease in the demand for staple food reflects the historical change of China people from "not having enough to" having enough to eat well ". In the past, the people said "just eat enough", and the diet structure was relatively simple, with staple food as the main food. At present, the consumption of meat, poultry, eggs, milk and other foods by urban residents has increased significantly, while the consumption of staple foods such as rice and steamed bread has decreased. Compared with the previous generation, people now use smaller bowls to hold rice.
People's dining tables are also more "particular" about the staple foods such as coarse grains flour and rice, organic vegetables, seasonal fruits, fresh chicken, duck and fish ... As far as staple foods are concerned, brown rice, whole wheat steamed bread and miscellaneous grains bread. , also gained a place at people's table. Behind this, it reflects the growing popularity of the concept of healthy catering. On the basis of "eating well", in order to pursue a reasonable diet and healthy body, people give up greasy and heavy-flavored foods and turn to foods with low calorie, low fat, low sugar and high fiber. Low-sugar rice cookers that can make "low-sugar rice" have also appeared in many people's kitchens. The concept of healthy, economical and simple diet is becoming a new lifestyle.
The picture comes from the internet.
Under the background of consumption upgrading, "a bowl of rice" has promoted the upgrading of the whole industrial chain from planting and processing to catering and take-away, and both the supply and demand sides have stimulated new growth points. For example, in terms of planting, a high-quality China rice needs a growth cycle of 138 days. Farmers use traditional planting methods such as manual transplanting and sickle harvesting to ensure that the organic matter content of rice reaches 3% to10%; In the processing link, consumers in some places can choose the rice varieties that need to be milled, the degree of bran layer retention, the purchase quantity and so on. Through a "community intelligent unmanned rice mill" on the screen, that is, grinding and taking; On the take-away platform, "half meal" and "one meal" are widely welcomed by young people ... Around "a bowl of rice", more and more new entrepreneurial opportunities and new growth drivers are emerging.
Some reports show that the high-end rice market has great potential. It is estimated that in 2023, the market size of high-end rice in China will reach about 60 billion yuan. The upgrading of rice consumption brings opportunities for farmers to increase their income. Yunnan Yuanyang Redmi, Inner Mongolia Zhalaite Rice, Inner Mongolia Xing 'an League Changlixiang Rice ... These best-selling rice on e-commerce platforms have effectively helped farmers in poor areas to increase their income through smoother logistics channels. Not only that, advances in technologies such as blockchain and Internet of Things also make it possible to track food safety. Turn on the mobile phone and "sweep", you can see the detailed traceability records of each bag of rice from production, quality inspection to logistics, which protects the interests of consumers and farmers to the greatest extent.
"It is not easy to think about a porridge and a meal; Half a silk and half a wisp, it is difficult to think about matter. " Today, the whole society is firmly establishing the consciousness of saving and forming the habit of saving. We should save every grain of rice and increase the consumption of a bag of rice and a bowl of rice, so as to continuously promote economic development and make China people's dining tables more diversified.
Excerpts from viewpoints
Food is not only a material existence, but also a spirit, a belief and a hope. It is people's confidence in the basic state of life, and they can have ordinary and lucky confidence in their own tomorrow.
-Farmers Daily
The popularity of 1 kg rice and "one-person food" dishes symbolizes the pursuit of health by modern people.
-Yangzi Evening News
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