Country for PR: China
Contributor: Xinhua News Agency
Friday, September 14 2018 - 21:24
AsiaNet
New Discoveries on a New Journey for Kerchin Cattle Industry
TONGLIAO, China, Sept. 14, 2018 /Xinhua-AsiaNet/--

In 2018, Inner Mongolia Kerchin Cattle Industry Co., Ltd. ("Kerchin Cattle 
Industry" for short) is still transforming its business from traditional retail 
to a more modern sales model. It has successfully moved on from simple offline 
sales to a new retail concept that combines both online and offline logistics, 
and has set up a wide-reaching online and offline sales network.   

In step with modern development trends, Kerchin Cattle Industry has studied 
modern retail practices in great depth. "In 2018, we will still be at the front 
end of the industrial value chain, transforming from the bottom of the chain to 
the top," said Li He, Chairman of Kerchin Cattle Industry.

During September 18th-22nd, the China Meat Association (CMA) and the 
International Meat Society (IMS) jointly held a series of activities in Beijing 
for the 3rd China International Meat Industry Week 2018 (CIMIW2018). A number 
of Chinese representative enterprises from the meat industry made their debut 
at this event. As one of these representative enterprises for the beef 
industry, Kerchin Cattle Industry exhibited its products in the No.1 exhibition 
hall, where the majority of meat industry enterprises were concentrated.    

A Long Journey for Kerchin Cattle Industry

Kerchin Cattle Industry is located in the famous "hometown of cattle"- Tongliao 
City, Inner Mongolia, a golden cattle breeding area at latitude 42 degrees - 45 
degress North, in the hinterland of the Kerchin Grasslands. Inner Mongolia's 
unique natural location and the craftsmanship of the Kerchin people have 
ensured the outstanding quality of the local beef for generations. Since 
Kerchin Cattle Industry was founded in 1996, its people have adhered to the 
concept that the "food industry" is also a "moral industry", and they have 
dedicated themselves to doing one thing - producing good beef.

Relying on its outstanding geographical location and climate, Kerchin Cattle 
Industry has cultivated a unique high-quality grassland cattle population: 
Kerchin beef cattle and Swiss Simmental cattle as the male parent, and Inner 
Mongolia cattle as the female parent. Since then, the company has been 
protecting the unique flavor of its hometown, a secret handed down for 
thousands of years in the way of modern prairie people.

Kerchin Cattle Industry is slightly different from traditional meat industry 
enterprises. It uses an industrial value chain that suits its corporate 
development plans, and combines the processes of planting, breeding, processing 
and sales into one unit. In this way, the company controls the entire operating 
model.  

Industrial Value Chain, the Lifeline of Kerchin Cattle Industry

Growing our own grass to feed our own cattle - the calling card of modern 
farming

As the Kerchin region features four distinctive seasons and very changeable 
weather, free range breeding is subject to a number of factors that cannot be 
controlled, thus impacting the fatness and overall output of beef cattle. For 
this, Kerchin Cattle Industry has broken through traditional cattle raising 
techniques and adopted a new method that combines artificial stocking on 
grassland + short-term breeding with self-planted nutritive grain feed to shape 
beautiful muscle lines and a rich taste. In 2013, the company purchased a 
variety of large agricultural machinery and tools from developed countries in 
Europe and America. They also selected high-quality forage grasses, and tested 
various planting methods to grow high-protein forage grass covering an area of 
more than 5,000 acres, thus taking full advantage of modern cattle breeding 
technology. 

A transparent, standardized and large-scale source of cattle - the calling card 
of modern breeding  

To look for more breakthroughs and innovations, Kerchin Cattle Industry has 
begun signing cooperation agreements with local farmers, establishing 
agricultural cooperatives, providing support in the local area on such issues 
as feed and epidemic prevention, and asking cooperative members to put their 
own cattle onto its farms for shared fattening. It has gradually devised a 
win-win strategy for large-scale farming. Up to now, Kerchin Cattle Industry 
has set up agricultural cooperatives with hundreds of farmers, and founded 
seven of its own large beef cattle breeding bases in China, thus becoming an 
industry leader in the supply of live cattle.

Standardized, intelligent and innovative production and processing - the 
calling card of modern manufacturing

In 2002, Kerchin Cattle Industry was the first to invest heavily in BANSS 
slaughtering lines from Europe, for the production and processing of cold fresh 
meat. The company was determined to set up a modern, standardized meat 
processing factory.     

In its early stages of development, Kerchin Cattle Industry focused primarily 
on the production and processing of raw meat, as well as on exports and supply 
to industrial customers. With this relatively simple structure, it was 
difficult to bring significant added value to the enterprise, thus restricting 
the speed of its development. In order to change this situation, the company 
set up a deep processing department in 2010. It also made great efforts to 
enter the quick-frozen processed meats market and develop a series of high 
value-added products such as steak, beef balls, spiced beef and beef jerky. In 
addition, it expanded the depth of its product lines, carrying out more 
detailed classification for different products. In 2012, it invested 120 
million Yuan to bring in a Marel intelligent evisceration line from Iceland, 
leading the industry into a new era of beef processing. In the future, Kerchin 
Cattle Industry will launch further lines of processed beef and snacks, in 
order to meet consumer needs and constantly guide the development of the 
industry.

In order to enhance taste and freshness, Kerchin Cattle Industry has introduced 
an advanced acid elimination process, which has greatly improved the taste of 
its beef and made nutrition easier to absorb.

Traceability System, New Reforms 

In order to make consumers feel safe when purchasing and eating their products, 
Kerchin Cattle Industry introduced a traceability system in 2012, when it 
invested in top-quality international processing equipment. After nearly three 
years of effort, and in line with recent improvements in both upstream and 
downstream processes, Kerchin Cattle Industry has established a complete 
traceability system covering the entire value chain, through breeding, 
production and sales. This is aimed at helping consumers trace the origin of 
their products online.

When consumers need to know the source of a product, they only need to "scan" 
the QR code on the packaging with a mobile phone, and they can then clearly see 
the origin of the cattle, along with its breed, age, weight, feed used, 
slaughter date, inspection and quarantine, breeder, veterinarian and other 
information. This service has completely taken over from previous information 
transmission models, taken customer service to a new level, and promoted 
industrial growth and development.

Getting More Determined through Awards and Qualifications 

Kerchin Cattle Industry has made remarkable achievements thanks to its 
innovation, breakthroughs and reforms.

2008 was the first time that Kerchin Cattle Industry stood on the Olympic 
stage, becoming the beef supplier for the Beijing Olympic Games. 

In 2010, 2011, 2012, and 2013, Kerchin Cattle Industry became, respectively, 
the beef supplier for the Guangzhou Asian Games, the Universiade, the Asian 
Beach Games, and the Two Sessions of the Chinese Communist Party. In 2015, it 
was rated as one of the top 10 leading enterprises in the industry. In 2016, it 
was voted into the IMS. 

In 2015, Inner Mongolia Kerchin E-commerce Co., Ltd. won the honor of "China's 
Top 50 Agricultural Product Enterprises for Brand Network Reputation", awarded 
by Ali Research. 

At the beginning of 2017, Kerchin E-commerce Co., Ltd. won the "T-Mall Fresh 
Food Industry Award for Breakthroughs 2016", confirming its leading position in 
the fresh food e-commerce market.

Kerchin Cattle Industry is transforming its business model from raw material 
processing to modern deep processing of food. Following global trends in 
catering and consumerism, the company has adopted new technologies, innovated 
and developed new product lines and launched new products. Its aim is to make 
food more convenient, trendier, and healthier, and to devise a modern, young 
consumer model.  

Kerchin Cattle Industry has been exploring a new model to drive the industry 
from within. In this way, it hopes to revitalize the regional economy, benefit 
common people, strengthen Inner Mongolia's beef industry, and promote its 
products nationwide. It aims to help China's beef cattle go global, enhance the 
value of China's catering industry, and enable it to take up a position in the 
sharing economy. Kerchin Cattle Industry, still a dark horse today, will one 
day soon become a practitioner of modern agriculture and a pioneer in the beef 
cattle industry.

Source: Inner Mongolia Kerchin Cattle Industry Co., Ltd.

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