“We really want to attract more customers who value the investments we’ve made in recent years in our facilities and processes,” says LIU Shaolong, President of Longyun Foods, a Chinese farming and food processing company with customers around the world.

龍?jiān)拼笥校ㄔ颇淆堅(jiān)拼笥袑?shí)業(yè)有限公司）是中國一家集蔬菜種植和農(nóng)產(chǎn)品加工于一體的企業(yè)，客戶遍布于全球。公司董事長劉紹龍說：“我們真的希望能吸引更多志同道合的，認(rèn)可我們這些年在設(shè)備和生產(chǎn)流程方面所做出的投資的客戶。”

Nestled in a serene valley at a height of over 2,000 meters in western Yunnan province, Liuand two other investors founded Longyun in 2004 mainly for processing and exporting garlic and wild mushroom-based products, such as processed porcini, for the European market.

2004年，劉紹龍先生和另外兩位投資人，在位于云南省西部海拔約2000米的寧靜小縣城創(chuàng)立了龍?jiān)乒?。剛起步時，公司主營大蒜和野生蘑菇制品的加工和出口，野生牛肝菌產(chǎn)品主要銷往歐洲地區(qū)。

Longyun built its original factory in 2007 in Xiangyun County, Dali Prefecture, Yunnan.

（2007年，龍?jiān)乒驹谠颇鲜〈罄戆鬃遄灾沃菹樵瓶h建立了工廠。）

Over the years, Longyun added more products, including slow-roasted tomatoes, for which it is just finishing installing its fourth high-capacity drying machine. The company also scaling up production of frozen chargrilled vegetables as soon a new production line arrives by containers from Europe. And executives are also looking to add precut lettuce and other greens to the product lineup for the domestic food service industry. Longyun in 2013 also added a new wholly-owned farming subsidiary, Shenglong Modern Farm, with more than 500 hectares of fields growing a range of vegetables nearby its processing facilities.

近年來，龍?jiān)拼笥虚_發(fā)了很多新產(chǎn)品，包括慢烤番茄和燒烤蔬菜系列，剛剛完成了第四臺大產(chǎn)量番茄連續(xù)烘烤機(jī)的安裝調(diào)試，從歐洲全進(jìn)口的燒烤蔬菜生產(chǎn)線也即將到廠。另外，龍?jiān)拼笥械母邔舆€希望在國內(nèi)食品服務(wù)行業(yè)的產(chǎn)品陣容中添加生菜和其他蔬菜產(chǎn)品，因此在2013年，龍?jiān)拼笥性诠S附近成立了一家全資子公司——圣龍現(xiàn)代農(nóng)業(yè)莊園，占地超過500公頃的基地主要種植各種新鮮蔬菜，供應(yīng)國內(nèi)鮮銷市場和工廠加工。

Longyun's newest tomato slow roaster.（龍?jiān)菩碌姆堰B續(xù)烘烤機(jī)。）

The domestic market has picked up in lockstep with China's economic development. Today, Longyun supplies fresh vegetables to major produce markets in southwestern China, and is also seeing more domestic Chinese demand for products like slow roasted tomato sauce and chargrilled vegetables that were formerly only export products. Despite exporting more than 2,000 metric tons of tomato products and 1,000 tons of wild porcini-based products each year, exports are now only a small fraction of Longyun's business.

中國國內(nèi)市場伴隨著中國經(jīng)濟(jì)的快速發(fā)展而同步上升。目前，龍?jiān)拼笥邢蛑袊髂系貐^(qū)的主要農(nóng)產(chǎn)品市場供應(yīng)新鮮蔬菜，與此同時，國內(nèi)對以前只是出口的慢烤風(fēng)味番茄醬和燒烤蔬菜等產(chǎn)品的需求也在逐年增大。盡管龍?jiān)拼笥忻磕暌呀?jīng)出口超過2,000噸的慢烤番茄和1,000噸的野生牛肝菌產(chǎn)品，但出口業(yè)務(wù)現(xiàn)在只占龍?jiān)拼笥袠I(yè)務(wù)的一小部分。

Workers at Shenglong Farm prepare a shipment of fresh corn to a wholesaler.

（圣龍農(nóng)業(yè)莊園的工人正在裝車新鮮玉米發(fā)給批發(fā)商。）

The company has also invested in rolling out its own brand of retail products and accompanying distribution and ecommerce channels for the domestic market. These include various preserved mushrooms and tomato sauces. Longyun is therefore a partially vertically integrated enterprise, growing most of its own ingredients (one big exception being wild mushrooms) and controlling some of its products all the way through to the final consumer.

龍?jiān)拼笥羞€投資并推出了自有品牌的零售產(chǎn)品，在國內(nèi)市場分銷，也通過電子商務(wù)渠道擴(kuò)大銷售。這些零售產(chǎn)品包括多種方式保存的精深加工蘑菇系列產(chǎn)品和慢烤風(fēng)味番茄醬產(chǎn)品。龍?jiān)拼笥惺且患艺隙喾N資源的企業(yè)，基地種植工廠加工需要的各種新鮮蔬菜（野生蘑菇產(chǎn)品除外），以實(shí)現(xiàn)產(chǎn)品從原料到最終消費(fèi)者的全程可追溯。

Longyun's own-brand slow roasted tomato sauce.

（龍?jiān)谱杂衅放频穆撅L(fēng)味番茄醬。）

Longyun faces similar challenges to many other successful private Chinese agricultural products companies. As the country urbanizes, rural labor is in short supply despite very fast wage growth in recent years. Customers, international but especially domestic, are also rapidly upping their expectations about quality, traceability and supply chain management.

目前，龍?jiān)拼笥幸裁媾R著許多類似于其他中國私營農(nóng)產(chǎn)品企業(yè)的挑戰(zhàn)，隨著國家逐漸走向城市化，盡管近年來薪酬快速增長，但農(nóng)村勞動力仍供不應(yīng)求。國際客戶和國內(nèi)客戶對產(chǎn)品質(zhì)量、可追溯性和供應(yīng)鏈管理的期望和要求也越來越高。

Liu therefore feels a great deal of pressure to invest even further to upgrade above and beyond the high standards his company has already met. For example, one of his major foreign customers is pushing him to innovate more on the farming side, such as by introducing novel varieties of vegetables for processing, with appealing colors or other characteristics.

因此，劉紹龍先生感到非常大的壓力，認(rèn)為需要進(jìn)一步投資升級，以超越龍?jiān)拼笥心壳耙呀?jīng)達(dá)到的標(biāo)準(zhǔn)，例如劉先生的一個主要外國客戶正在推動龍?jiān)拼笥性谵r(nóng)業(yè)方面進(jìn)行更多的創(chuàng)新，通過引入新穎的蔬菜品種進(jìn)行種植、加工，具有吸引人的顏色或其他特征而吸引消費(fèi)者的眼球。

Shenglong Modern Farm was the first company in Yunnan to achieve Global GAP certification. Longyun's processing facility has ISO, HACCP and BRC certifications.

（圣龍現(xiàn)代農(nóng)業(yè)莊園是云南省第一家獲得全球良好農(nóng)業(yè)操作規(guī)范認(rèn)證的企業(yè)。龍?jiān)拼笥械募庸すS也已獲得ISO認(rèn)證，HACCP認(rèn)證和BRC認(rèn)證。）

On the domestic side, Liu sees an opportunity with even more investment in technology, and by bringing more innovative products to the market, to acquire more large customers who are less price sensitive and place more value on guaranteed capacity, quality, consistency and continuous improvement.

在國內(nèi)市場方面，劉紹龍先生看到了更多技術(shù)投資的機(jī)會，不斷向市場推出創(chuàng)新的產(chǎn)品，來吸引更多對價格敏感度較低，但將更多關(guān)注放在保證產(chǎn)能、質(zhì)量、產(chǎn)品一致性和工廠的持續(xù)改進(jìn)提升上的大客戶。

“Innovation is really key in the food business these days,” says Liu. “If you keep offering the same old product and keep doing things the same old way, you're going to get left behind.”

“如今，創(chuàng)新在食品行業(yè)中起著至關(guān)重要的作用，”劉紹龍先生說，“如果你繼續(xù)提供相同的舊產(chǎn)品并繼續(xù)以同樣的方式做事，你就會落后?！?/p>

The view from above of Shenglong Modern Farm, a subsidiary of Longyun Foods.

（龍?jiān)拼笥凶庸臼埇F(xiàn)代農(nóng)業(yè)莊園的航拍圖。）

——文章摘自《國際果蔬網(wǎng)》報(bào)道