Publish Date：2024-11-10Views：712
From November 5 to 10, the 7th China International Import Expo (CIIE) themed New Era, Shared Future took place in Shanghai. Jiahe Food was invited to the exclusive live program CIIE Moment hosted by People’s Daily Health Client. Focusing on two core topics including new trends of oat beverages and whole-grain consumption scenarios, as well as healthy upgrading of coffee drinks empowered by the full industrial chain, the company exchanged insights on future healthy development with distinguished guests and industry professionals.
Jiahe Food attends the CIIE Moment live broadcast by People’s Daily Health Client
Liu Peng, member of the National Health Science Popularization Expert Database, Director of Clinical Nutrition Department of Peking University People’s Hospital and Council Member of Chinese Nutrition Society, together with Ruan Guangfeng, Deputy Director of China Food and Health Information Center and member of Health Communication Branch of Chinese Preventive Medicine Association, exchanged in-depth discussions on the nutritional value and development prospects of oat milk and coffee with Liu Xinrong, founder and chairman of Jiahe Food and winner of the National Science and Technology Progress Award, Liu Yin from Jiahe Brand Marketing Center, Wang Zhuo, general manager of Suzhou Golden Cat Coffee Co., Ltd. under Jiahe Group, and Chen Shang from Jiahe Retail Business Division, injecting momentum into the development of national nutrition and health cause.
I. Innovation-Driven Development of Whole-Grain Industry
Driven by the national whole-grain action plan aiming to raise public whole-grain intake, improve national health and prevent chronic diseases, together with growing public health awareness, oat milk made from premium whole grains has become a popular consumer product.
During the whole-grain live session, Professor Liu Peng elaborated on oat and oat milk in terms of nutritional value and suitable consumer groups, addressing public misunderstandings and insufficient knowledge about oats. He emphasized that insufficient whole-grain intake is among the 15 unhealthy dietary habits linked to increased mortality. Regular consumption of high-quality oats is beneficial to human health.
Since its founding in 2001, Jiahe Food has been committed to the green and healthy food industry. Chairman Liu Xinrong introduced the company’s efforts and achievements in industry-university-research cooperation, technological innovation and consumer-oriented product development of high-quality oat milk over the years. He stated: “As a food enterprise, Jiahe always regards technological innovation as a core development strategy. With advanced production technologies and the principle of customer-centricity, we deliver safe, healthy and delicious products to consumers.”
Liu Xinrong, Founder & Chairman of Jiahe Food, Winner of National Science and Technology Progress Award
Through long-term in-depth cooperation with the Academy of National Food and Strategic Reserves Administration and Jiangnan University, Jiahe Food has obtained 77 patents and published 26 academic papers. Supported by industry-university-research resources, the company was awarded the Second Prize of National Science and Technology Progress Award issued by the State Council in 2021. The Wulanchabu oat planting base jointly selected with the Academy of National Food and Strategic Reserves Administration has not only earned great market reputation for SupOat organic oat milk, but also laid a solid raw material foundation for the global expansion of SupOat.
“We firmly believe in the huge development potential of oat milk,” said Chairman Liu Xinrong. “We also hope to enter mature overseas whole-grain markets and promote China’s whole-grain nutritional products to the world.”
Liu Yin from the Brand Marketing Center stated: “In the future, we will keep advancing new quality productive forces, further enhance the health, nutrition and taste of our products. Meanwhile, we will raise public awareness of whole grains, injecting continuous vitality into the sound and rapid development of the whole-grain industry.”
Liu Yin, Head of Brand Marketing Center, Jiahe Food
II. Industrial Chain Empowerment for Healthy Coffee Drink Upgrading
In addition, driven by healthy consumption concepts, consumers increasingly pursue natural, low-burden beverages with zero additives, fueling rapid growth of the coffee industry. According to the Global Coffee Industry Trend Report, China’s coffee market scale reached 265.4 billion RMB in 2023, growing by over 30% year on year. The country has nearly 400 million coffee consumers with an annual coffee consumption of 280,000 tons.
In the coffee-themed live session, focusing on the correlation between coffee and health, Director Ruan Guangfeng pointed out that global research confirms coffee as a healthy beverage. Moderate coffee consumption is safe and beneficial to human health, and coffee has been recognized as a recommended healthy drink in dietary guidelines of countries including the US, Australia, New Zealand and Switzerland.
From an industrial perspective, Wang Zhuo, general manager of Golden Cat Coffee, explained the connection between coffee and health. He pointed out that the healthy transformation of coffee is an inevitable trend, and coffee products will become increasingly health-oriented as more consumers prioritize wellness.
Wang Zhuo, General Manager of Suzhou Golden Cat Coffee Co., Ltd., Jiahe Group
As a long-term participant in the coffee industry, Jiahe has demonstrated forward-looking layout in product R&D. Since the establishment of Golden Cat Coffee, the company has built its innovation chain around the industrial chain. By integrating global top scientific research strength and advanced production technologies, Jiahe has secured strong technical support for the healthy upgrading of Golden Cat products.
Up to now, Jiahe holds 77 valid authorized patents, with major technological breakthroughs in cold brew coffee industrialization, decaffeination technology and coffee aroma preservation. On the production side, relying on self-built coffee factories and customized imported German production equipment, the company has achieved annual production capacity of 10,000 tons.
“Backed by substantial investment in R&D, craftsmanship and equipment, we can develop more products catering to health-conscious consumers, fulfilling their demand for enjoying great coffee anytime, anywhere,” said Wang Zhuo.
Chen Shang from the Retail Business Division added: “China’s coffee market is in a period of rapid growth. By exploring premium raw materials and persisting in technological innovation, Jiahe will keep driving the development of China’s coffee industry. In the future, Jiahe and Golden Cat Coffee will further deepen industrial chain and channel layout, enabling Chinese coffee brands to go global.”
Chen Shang, Head of Retail Business Division, Jiahe Food
As a Jiangsu Specialized, Refined, Differential and Innovative Enterprise and leading agricultural industrialization enterprise, Jiahe Food adheres to the corporate vision of Jiahe Makes Life Healthier and More Delicious. Through technological innovation, the company meets market demand for diversified nutritional products. Empowered by technological innovation and the CIIE platform, Jiahe will continue to fulfill its leading enterprise responsibility and support the high-quality development of the global healthy food industry.