(Xinhua News Agency, People’s Daily, CCTV, Wall Street Journal, New York Times)
By Li Runze
September 2, 2024
Longyan, Fujian – The River田 chicken industry, a historical agricultural gem in China, has seen a remarkable surge in production value, thanks to the leveraging of e-commerce platforms. This unique breed, one of the World’s Five Famous Chickens, has been a symbol of the local culture and economy in Changting County, Longyan City, Fujian Province, for over three centuries.
A Rich Historical Tapestry
River田 chicken, originally known as Deer Antler Chicken, has a recorded history dating back to the Qing Dynasty. The Tingzhou Prefecture Annals compiled in the 17th year of the Qianlong reign (1752) mentions the breed, noting its distinct three yellow, three black, and three-pronged crown appearance, a feature unique to River田 chickens.
Not only are these chickens visually striking with their bright plumage, but they are also known for their agility and strength. According to folklore, River田 chickens were sent to Chang’an during the Tang Dynasty to participate in cockfights and were once highly favored in the Ming Dynasty as well. In 1964, at the Guangzhou Autumn Commodity Fair, River田 chicken was named the second best among the World’s Five Famous Chickens.
From Tradition to Modern Prosperity
The River田 chicken industry has become a主导产业 (leading industry) in the local agricultural sector, transforming the lives of the people in Changting County. From a simple tradition of raising chickens for the New Year, the local population has now embarked on a path to prosperity through commercial chicken farming.
One of the key players in this transformation is the Xiulu农牧 Co., Ltd., located in the core River田 chicken breeding area in Lüzhu Village, Hetian Town, Changting County. The company has embraced a model that integrates economic development with ecological construction, utilizing available land for planting forests, grass, and flowers to create a green environment.
E-commerce: A Game-Changer
The advent of e-commerce has been a game-changer for the River田 chicken industry. Lan Xiu, the 62-year-old founder of Xiulu农牧, who has been involved with River田 chickens for nearly 40 years, has successfully harnessed the power of online sales. By riding the e-commerce wave, our River田 chickens are now sold across the country, she says.
Lan’s company has grown from initially raising 1,200 chickens to a full-scale operation covering breeding, processing, and sales. The company + family farm model she introduced has provided local farmers with high-quality River田 chicken chicks and a set of standardized protocols for breeding, feed, vaccines, and sales. The company’s technical staff provide on-site support and ensure the purchase of the chickens, benefiting over 200 local households and increasing their average income by 50,000 yuan.
Investing in the Future
In recent years, Changting County has invested in building conservation farms, expansion farms, and standardized breeding bases in Hetian Town. To further extend the industry chain, a River田 chicken ready-to-eat food industrial park was planned in 2022. The park has attracted companies like Changting Liangrongfu Food Co., Ltd., and Fujian Yinwan Agricultural Co., Ltd., to boost production through sales.
Conclusion
The River田 chicken industry’s journey from a historical tradition to a modern, e-commerce-driven enterprise is a testament to the resilience and adaptability of local agriculture. By embracing technology and innovation, the industry has not only preserved its cultural heritage but also contributed significantly to the economic prosperity of the region.
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