Agriculture & Food

In May, in Fanglei Rose Township, Pingyin County, Jinan City, Shandong Province, flowers spread all over the hillside, and the fragrance of roses filled the air. At this time of the year, tourists from all over the world will come here by appointment to have a beautiful encounter with the famous Pingyin Rose at home and abroad.

It is understood that Pingyin County has more than 60,000 acres of rose planting area, forming a rose industrial base belt centered on Rose Town, producing more than 20,000 tons of rose flowers (buds) each year, and planting more than 50 varieties. In 2019, Pingyin County was named the "Rose Capital of China" by the China Forest Products Industry Association. In the same year, Pingyin Rose was awarded the "Shandong Province Well-known Regional Public Brand of Agricultural Products", and the first domestic rose professional academician workstation was established. This year, the brand value of Pingyin Rose reached 2.558 billion yuan, and it entered the top 100 regional public brands in the country. The annual output value of the entire rose industry chain was close to 5 billion yuan, driving more than 50,000 local flower farmers to become rich and increase their income.

At the Rose Industry Cooperation Forum held on May 7 this year, envoys from countries in the main rose producing areas of the world, academicians of the Chinese Academy of Engineering, academicians of the International Eurasian Academy of Sciences, guests from the main rose producing areas of the Yellow River Basin, and nearly 20 national Representatives of rose-related industries from provinces and cities gathered together to initiate a dialogue on international exchanges and cooperation in the development of the rose industry under the dual-cycle pattern.

With the growing popularity of Pingyin Rose, merchants from many countries are also attracted by its unique fragrance. Sun Jianguo, chairman of the Pingyin County Council for the Promotion of International Trade, told reporters that since 2017, Pingyin County has successively reached consensus on rose product trade and investment cooperation with the embassies of Bulgaria, Turkey, Pakistan and other countries in China, and has also cooperated with Bulgaria, Japan, Pakistan, and Chile. Business associations and scientific research institutions in countries such as, Turkey, the Netherlands and other countries have carried out a series of fruitful cooperation on specific projects.

In particular, the successful holding of the two International Rose Cooperation Fairs in 2018 and 2019 has allowed commercial counsellors, experts and scholars, representatives of international business associations and rose processing companies from Bulgaria, Pakistan, Chile, the Netherlands and other major rose producing regions in the world Exchanges were conducted on topics such as the introduction of rose germplasm resources, the introduction of standardized rose cultivation technology, the technical cooperation of rose extension products, the bilateral investment cooperation of rose enterprises, the import and export trade cooperation of rose products, and the cooperation intention of the Chinese rose trading market. These activities have further enhanced the domestic practitioners' understanding of the development of the global rose industry and broadened the development ideas of the domestic rose industry.

In order to promote the local rose industry in line with international standards, the Pingyin County Council for the Promotion of International Trade has done a lot of work in recent years. During the Rose Festival, the Pingyin County Council for the Promotion of International Trade held an international rose industry cooperation meeting to promote multilateral exchanges and development of the industry. Taking advantage of the role of the International Chamber of Commerce in international trade and investment cooperation, the Pingyin County Council for the Promotion of International Trade has organized business representatives from many countries and regions to visit. At the same time, it provides assistance and consultation to companies that intend to go out to invest and build factories. At the China Rose Products Expo held in 2019, the Pingyin County Council for the Promotion of International Trade took advantage of rose international cooperation and exchanges and trade promotion, and invited international exhibitors from Bulgaria, Pakistan, Turkey, Japan, Chile, South Korea and other international business associations to participate. Take advantage of the opportunity to participate in foreign exhibitions, actively promote and promote the golden signboard of "The City of Roses" in the form of "Exhibition in Exhibition", attracting tens of thousands of professional visitors to visit and negotiate.

Judging from the development of local enterprises, in 2018, Fanglei Group's rose products were exported to the Netherlands, achieving a zero breakthrough in international trade of Pingyin Rose. With the continuous expansion of business scale, Fanglei Group's products have been exported to more than a dozen countries and regions such as Japan, South Korea, Canada, and the United States. In 2018, at the “Belt and Road” International Specialty Food Exhibition in Hong Kong, China, its products also won the Gold Award for Best Food Packaging Design and the Product Merit Award. In addition, Jinan Huinong Rose Flower Essential Oil Co., Ltd. has cooperated with Japan Toyo Flower Co., Ltd. on the research and development of rose products as early as 2009. The two sides have made progress in directional breeding of varieties, cooperation in germplasm resources, and import and export trade. At the 2019 International Rose Industry Cooperation Conference, Jinan Huinong Rose Essential Oil Co., Ltd. and Japan Toyo Flower Co., Ltd. signed a cooperation agreement on the R&D and application of rose functional cosmetics. The relevant standards of Yin Rose to the overseas market promote the further promotion of related products.