Hunan Linwu Shunhua Duck Industry Development Co., Ltd. is a national key leading enterprise in agricultural industrialization and a national demonstration enterprise in the agricultural product processing industry. Since its establishment in October 1999, the company has always adhered to the business philosophy of "famous in quality, profitable in innovation", built an industrialized business model of "company association farm", and is committed to the development of Linwu duck, one of the eight famous ducks in China. The integrated operation of seedling hatching, breeding, processing and sales has achieved the "win-win" goal of social and economic benefits. At present, the company has 3 duck breeding farms, 169 breeding farms, and 2 modern processing plants. It breeds and processes 7.5 million Linwu ducks annually. The annual industrial output value exceeds 460 million yuan, driving 3,260 Linwu duck breeding farmers, pepper With 23,000 camellia-growing farmers, it is the largest shelduck breeding and processing enterprise in China.

The reason why Shunhua Duck Industry Company has been able to grow bigger and stronger within ten years and become the largest shelduck breeding and processing enterprise in China is that the company has established a correct business philosophy and introduced scientific management. The system has grasped the source of product quality, designed a reasonable reward and punishment mechanism, forged its own quality management team, and dedicated itself to making quality products.

1. With the business philosophy of "famous in quality, profitable in innovation", improve quality awareness

At the beginning of its establishment, Shunhua Duck Industry Company took "famous in quality, profitable in innovation" as its business philosophy. "Innovation" is the business philosophy, taking product quality and safety as the first priority for enterprise development and survival, requiring quality awareness to be deeply rooted in the marrow of every employee, and firmly believe that being a food company is a moral project, and behaviors that affect quality must be corrected, and quality must appear Accidents must be dealt with strictly, and products that do not meet quality requirements must not leave the factory. The first thing the company does for each batch of newly recruited employees is quality and safety course training; during the production process, the product inspection pass rate must be counted every day, the product production quality status must be reviewed and analyzed every week, and meetings must be held every month Quality and safety meeting, rotation training and comprehensive examination for all employees every year. Through such a long-term mechanism, quality awareness can be deeply rooted in the hearts of employees and a behavioral habit of striving for excellence can be formed.

2. Introduce a scientific quality management system and establish a staggered management system

In July 2004, the company took the lead in the industry to introduce the HACCP food safety management system; in May 2005, the company The ISO9001:2000 quality management system has also been introduced. In these two sets of quality management systems, the company has established more than 200 key quality points according to system requirements, and has carried out systematic design from an institutional perspective to achieve two specifications: First, standardize work procedures, critical points of each link There must be handovers, inspections, responsible persons, streamlined operations, orderly arrangement, document program control, rules to follow, and reversible traceability. No matter where problems occur, they can be quickly detected and timely. Solution; The second is to standardize work records. Whether in a modern processing workshop or in a natural duck farm, there must be work logs and data storage for reference at any time, so that every process and every link is under control. state. After the introduction of these two sets of scientific food safety management systems, the company established a food safety management system organization, strictly formulated food safety policies, goals, hygienic standard operating procedures and good operating practices, and clarified various personnel related to the management system. responsibilities and authorities, implement a "vertical and horizontal quality management system", vertically adopt a direct quality responsibility system from the company's top leader - factory director - workshop director - team leader - employees; horizontally set up a quality inspection team, starting from the inspection of raw and auxiliary materials —The entire process of product processing—inspection and testing of finished products, and establishing a full-process monitoring and evaluation system. At the same time, according to the system requirements, the company has also formulated strict quality standards and formed a complete quality management standardization system such as operating instructions, raw and auxiliary material quality guidelines, product process guidelines and finished product quality guidelines. At present, the first-pass inspection pass rate of the company's finished products has reached 99.55, which has reached the quality level of international multinational companies. In 2007, the company upgraded the HACCP quality management system to GB/T 22000-2006 / ISO 22000:2005 food safety management system, taking another step forward in the quality management system.

3. Strictly control quality at the source to ensure the quality and safety of raw and auxiliary materials

Linwu duck is one of the eight famous ducks in my country. It has been in Wushui, one of the sources of the Pearl River since ancient times. River basin farming. After the industrial development of Linwu ducks, the company continued to explore new and safe breeding models that could not only meet the needs of industrial development but also ensure the green quality of the products. It changed the original free-range breeding model of "company farmers" and "company base farmers" to "company farmers". The centralized breeding model of "Association Farm" is to stock Linwu ducks in Shantang Reservoir in remote mountainous areas. Shantang Reservoir is mostly surrounded by green mountains and green waters, with a well-maintained ecological environment, no pollution, good isolation, and easy management. Linwu ducks were growing there, picking up clams, eating shrimps, and playing in the mountains. The rich natural feed and unfettered living habits have created the excellent quality of Linwu duck, which is "tender meat, delicious taste, high total amino acid content, and rich in various trace elements." In order to further ensure the pure quality of Linwu ducks, the company has established the Linwu Duck Breeding Research Institute and the Linwu Duck Breeding and Processing R&D Center, and cooperates with colleges and universities and scientific research institutions such as South China Agricultural University, Hunan Agricultural University, and Guangdong Zhongkai Agricultural College. A series of research topics have been carried out, including research on systematic breeding of Linwu ducks, research on supporting line breeding, and research on pollution-free breeding technology. The company has also established the Linwu Duck Breeding Association, which is responsible for technology promotion, epidemic prevention services and quality control. During the breeding process, the company implements strict "three unifications" management from the three aspects of "seedlings, feed, and epidemic prevention". The company uniformly provides purebred Linwu duck seedlings; uniformly provides standard feed produced by designated enterprises; uniformly provides free Anti-epidemic services. Each batch of ducks usually takes 75 days from seedlings to adults. The process is tracked and managed to ensure the green quality of Linwu ducks at the source of breeding.

In order to ensure the quality and safety of auxiliary ingredients, the company implements designated production of bulk auxiliary ingredients and regularly submits them for inspection to ensure the green and safe quality of auxiliary ingredients. For example, the camellia oil used in production and processing is pure natural camellia oil squeezed from tea seeds purchased by the company itself; the peppers used are specialty peppers ordered from mountain village bases above 800 meters above sea level; the cooking wine used All rice wines are brewed by affiliated companies; all spices used are purchased from suppliers that have been evaluated by the company in accordance with standards. At the same time, the company cooperates with the Hunan Provincial Food Inspection Institute to proactively send raw and auxiliary materials for regular inspection on the basis of regular inspection of products to ensure the quality and safety of raw and auxiliary materials.

4. People-oriented, attaching importance to the recruitment and training of quality management talents

In order to ensure the implementation of the quality management system, the company has designed a salary and welfare system, and the monthly production of each employee is The quality of finished products is directly linked to wages. 76% of the monthly salary is piece-rate wages and 24% is quality wages. Monthly quality awards are given to workshop teams with excellent quality. At the beginning of each year, when the company formulates the management plan, the quality inspection department must redesign the quality wages and formulate the quality wage bonus scoring rules for each year so that there is a "law" to follow when issuing quality wages.

At the same time, in order to build the company's own quality management team, the company began to cooperate with universities in 2000, hiring food experts and professors from universities as technical consultants to improve the company's processing technology and quality management levels, and absorb and A large number of outstanding talents in food management have been cultivated. Up to now, the company has 1 chief engineer, 3 senior engineers, 3 engineers, 2 senior technicians, 5 intermediate technicians, and 26 professional quality management personnel; it has built 1 Linwu Duck Breeding Research Institute, 1 A product testing center laboratory with a batch of advanced R&D testing instruments.

The business philosophy of "famous in quality, profitable in innovation" is not a slogan, but a rallying cry for action. It is precisely because Shunhua Duck Industry always adheres to the principle of quality first and regards "product quality" as the lifeline of the company at all times that Shunhua Duck Industry can take one step at a time and firmly establish "green food" in the minds of consumers. Only with the corporate image of "safe food" can we continue to win the favor of more consumers, promote the development of the entire industry scale, drive more farmers to become rich, and achieve a "win-win" of economic and social benefits.

With its unique flavor and reliable quality, Shunhua Duck Company has also won many awards related to product quality:

From 2002 to 2005, "Shunhua" brand Linwu duck has been sold for 3 consecutive years. In 2004, it was rated as "Hunan Province Consumer Trustworthy Brand";

In 2004, "Shunhua" brand was recognized as "Hunan Province Famous Trademark"; "Shunhua" brand Linwu Duck was rated as " "Famous Brand Product of Hunan Province";

In 2005, Shunhua Duck Company was rated as "Provincial Contract-abiding and Trustworthy Unit";

In 2006, it won the "Quality and Efficiency Award of China Food Industry" Award;

In 2006, it won the first batch of "Hunan Province Food Quality and Safety Credit Enterprises";

In 2006, it won the annual "Hunan Province Consumer Trustworthy Unit";

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In 2007, it won the title of "China Food Safety Demonstration Unit";

In 2007, Shunhua Linwu Duck won the "National Geographical Indication Product Protection of the People's Republic of China";

In 2008, the "Shunhua" trademark was recognized as a "China Famous Trademark";

In 2009, Shunhua Duck Company was rated as a "Hunan Province Quality and Credit Grade A Enterprise";