湖北出口贸易的品类里，哪一款“湖北味”最受欢迎？你可能想象不到，随州香菇在海外的名气有多大？泰国、美国等20多个国家和地区的商超货架上，稍一留意，也许就能找到来自随州的香菇酱。
Among the categories of export trade in Hubei, which "Hubei flavor" is the most popular?You may not imagine how famous Suizhou shiitake mushrooms are overseas. With a little attention, you may find shiitake mushroom sauce from Suizhou on the shelves of supermarkets in more than 20 countries and regions such as Thailand and the United States.
为什么是随州？
Why Suizhou?
卖得远，还卖得好，如今，“随州香菇”身价倍增，和“随州香稻”一起成为区域公共品牌“新贵”，品牌价值双双过百亿。还有随州的茶叶，乍一听，略显低调，一打听，好家伙，已经“闷声”进入了东南亚、中东、非洲等40多个国家和地区市场。菇香飘万里、茶香溢四方，这座享有“中国香菇之乡”美誉的城市，让舌尖上的湖北，香飘四海！
Selling far and well, now the value of "Suizhou Shiitake Mushroom" has doubled, and together with "Suizhou Fragrant Rice", it has become a regional public brand "new rich" with a brand value of over 10 billion yuan. Also, Suizhou's tea, at first glance, seems a bit low-key, but upon inquiry, it has quietly entered the markets of more than 40 countries and regions in South East Asia, the Middle East, and Africa. The fragrance of mushrooms spreads far and wide, and this city, known as the "hometown of Chinese shiitake mushrooms", makes Hubei, which is on the tip of the tongue, fragrant all over the world!
01、40年 30万人有了同一种选择
For 40 years, 300,000 people had the same choice.
随州为何能撬动全世界人们的味蕾？其实并不意外，从历史渊源来说，随州是炎帝神农的老家，就是那个尝百草、发明农业、教人用火的神农氏，香菇在这里发迹，属实不意外。当然，当代香菇产业的高质量发展，也是新时代随州人筚路蓝缕锐意创新、紧抓机遇不断开放、务实重行兴农强农的必然结果。Why can Suizhou move the taste buds of people all over the world?Actually, it's not surprising. From a historical perspective, Suizhou was the hometown of Yandi and Shennong, who tasted various herbs, invented agriculture, and taught people how to use fire. It's not surprising that shiitake mushrooms made their fortune here. Of course, the high-quality development of the contemporary shiitake mushroom industry is also the inevitable result of Suizhou people's innovation, seizing opportunities, constantly opening up, and pragmatically promoting and strengthening agriculture in the new era.
北纬30度、亚热带季风气候、四季分明、雨量充沛、土质肥沃……独特的地理和气候条件，是随州适宜发展农业的先天优势所在。
30 degrees north latitude, subtropical monsoon climate, distinct four seasons, abundant rainfall, fertile soil... The unique geographical and climatic conditions are the innate advantages of Suizhou for developing agriculture.
独特的气候和自然环境造就了“随州香菇”菇柄短、菌盖厚、花纹如刻、菇香醇厚、细腻爽滑的极佳品质和口感风味。
The unique climate and natural environment have created the excellent quality and taste of "Suizhou Shiitake Mushroom" with short stems, thick covers, engraved patterns, rich mushroom aroma, delicate and smooth texture.
历经40多年的发展，随州香菇实现了从分散种植向规模化生产、从提篮小卖向飘扬出海、从干菇买卖向精深加工，一二三产业融合的华丽蜕变，逐步形成以出口拉动全链条发展的“随州模式”。
After more than 40 years of development, Suizhou shiitake mushrooms have achieved a magnificent transformation from scattered planting to large-scale production, from small-scale sales to floating out to sea, from dry mushroom trading to deep processing, and the integration of primary, secondary, and tertiary industries, gradually forming the "Suizhou model" of export-driven development of the entire chain.
现如今，随州已经形成了包括品种繁育、技术推广、袋料栽培、设备制造、市场交易、精深加工、外贸出口等在内的相对完整的产业体系。截至2024年底，“随州香菇”区域公共品牌价值超过176亿元，连续两年位居全国食用菌品牌榜首，小小“一朵菇”，不仅成为30多万菇农的致富密码，也成了随州富农强市的支柱产业之一。
Nowadays, Suizhou has formed a relatively complete industrial system including variety breeding, technology promotion, bagged cultivation, equipment manufacturing, market trading, deep processing, and foreign trade export. As of the end of 2024, the public brand value of "Suizhou shiitake mushroom" in the region exceeds 17.60 billion yuan, ranking first in the national edible mushroom brand list for two consecutive years. The small mushrooms have not only become the secret for more than 300,000 mushroom farmers to get rich, but also one of the pillar industries of Suizhou.
02、72变 “乡土味”潮出国际范儿
72 transformations of "local flavor" into an international style.
如何让特色农产品摆脱“养在深闺人未识”的困境？随州选择的是一条规模化、品牌化扩张之路。近年来，随州发展香菇香稻等特色产业，牢固树立“品牌就是产业，产业就是品牌”的发展理念，突出农业品牌建设，努力蹚出一条品牌赋能、产业兴旺、农民致富的路子。
How to get characteristic agricultural products out of the dilemma of "being kept in seclusion and unknown to others"? Suizhou has chosen a path of large-scale and branded expansion.In recent years, Suizhou has developed characteristic industries such as shiitake mushrooms and fragrant rice, firmly established the development concept of "brand is industry, industry is brand", highlighted agricultural branding, and strived to forge a path of brand empowerment, industry prosperity, and farmer wealth.
以香菇产业为例，随州香菇种植规模近4亿袋，全产业链产值500亿元。然而，传统香菇种植高度依赖人力和经验，风险难以控制。近年来，随州着力科技赋能，大力推广“集中制棒、分户出菇”和“企业+合作社+基地+农户”等模式，随州香菇栽培逐步向“规模化、标准化、智能化”转变，香菇种植的“随州模式”进一步夯实影响力。
Taking the shiitake mushroom industry as an example, the scale of shiitake mushroom cultivation in Suizhou is nearly 400 million bags, and the output value of the entire industry chain is 50 billion yuan. However, traditional shiitake mushroom cultivation highly relies on manpower and experience, and the risks are difficult to control. In recent years, Suizhou has focused on technology empowerment, vigorously promoting models such as "centralized stick production, separate mushroom production" and "enterprise + cooperative + base + farmer". The cultivation of shiitake mushrooms in Suizhou has gradually shifted towards "scale, standardization, and intelligence", and the "Suizhou model" of shiitake mushroom cultivation has further consolidated its influence.
不仅要“吃得香”，还要让优质农产品“叫得响”。2024年，随州设计出“随州香菇”区域公用品牌标识、宣传口号、文创产品；邀请院士团队、教授团队进行品牌包装策划宣传。土味农产品，也开始呈现出美出天际的颜值担当。
Not only should we "eat deliciously", but also make high-quality agricultural products "famous". In 2024, Suizhou designed the "Suizhou Shiitake Mushroom" regional public brand logo, promotional slogan, and merchandise products; invited academician teams and professor teams to carry out brand packaging planning and promotion. Local-style agricultural products have also begun to show their stunning appearance.
目前，随州香菇酱、调味香菇、香菇浓缩汁、香菇多肽、香菇多糖、香菇辣条、香菇脆等深加工产品品类超过20种，在食用菌出口中占比达80%，远超国内同类地区。
Currently, there are more than 20 types of deep-processed products such as Suizhou mushroom sauce, seasoned mushrooms, concentrated mushroom juice, mushroom peptides, mushroom polysaccharides, mushroom spicy strips, and mushroom crisps, accounting for 80% of edible mushroom exports, far exceeding similar regions in China.
世界香菇看中国，中国香菇看随州！这句耳熟能详的宣传语，展现出随州人在农业产业上当仁不让的竞进之姿，同时也是随州这个“谒祖圣地”在香菇产业链上的“寻根”标签。
The world's shiitake mushrooms look to China, and Chinese shiitake mushrooms look to Suizhou! This well-known slogan shows the fierce competition of Suizhou people in the agricultural industry, and is also the "root-seeking" label of Suizhou, the "ancestral holy land", in the shiitake mushroom industry chain.
03、新征程 山“菇”要出山 “吃货”要出海
New journey, the mountain "mushroom" wants to come out of the mountain, and the "foodie" wants to go out to sea.
举一反三、触类旁通，产业先行的随州人更有心得，围绕香菇产业链的完整体系，将经验推广到其他农产品的生产、加工和出口，同样也创造出了傲人成绩，茶叶生产和出口正是一例。
By drawing inferences and applying them to other situations, Suizhou people who are pioneers in the industry have more insights. Focusing on the complete system of the mushroom industry chain, they have extended their experience to the production, processing, and export of other agricultural products, which has also created impressive results.
随州云峰山万亩茶园与香菇不同，随州并不是茶叶主产区，但茶叶出口也做到了全省前列，被传为“无中生有”的美谈。随州茶园面积虽然仅占湖北省茶园面积2.1%，但2013年至2018年，该市茶叶出口量居全省第一，最高峰时出口量在全省茶叶出口占半壁江山，2019年以后居全省第二。
Unlike shiitake mushrooms, Suizhou is not the main tea-producing area, but its tea exports have also reached the forefront of the province, known as a "fabricated" story. Although the tea garden area of Suizhou accounts for only 2.1% of the tea garden area in Hubei Province, from 2013 to 2018, the city's tea export volume ranked first in the province. At its peak, the export volume accounted for half of the province's tea exports, and after 2019, it ranked second in the province.
其中，湖北中兴食品有限公司名下的“大洪山”牌茶叶声名远播，享誉海外，被誉为“大洪山现象”。“大洪山”，正是中兴食品出口茶叶的主打品牌。近年来，该公司每年都要投入大笔资金进行品牌推广，“大洪山”牌系列茶产品在国际市场，特别是中东、非洲和东南亚获得较高的知名度。
Among them, the "Da Hongshan" brand tea under the name of Hubei Zhongxing Food Co., Ltd. is well-known overseas and is known as the "Da Hongshan phenomenon". "Da Hongshan" is the main brand of ZTE Food's exported tea. In recent years, the company has invested a large amount of money every year in brand promotion. The "Da Hongshan" brand tea products have gained high popularity in the international market, especially in the Middle East, Africa, and South East Asia.
目前，随州共有神农茶业、中兴食品、淮源茶业等8家拥有出口资质的茶企，出口产品主要销往西非、中东、欧洲等地。随州茶品牌，正漂洋过海融入对外开放“大棋局”，呈飨全球40多国消费客户。
Currently, there are 8 tea companies with export qualifications in Suizhou, including Shennong Tea Industry, ZTE Food, and Huaiyuan Tea Industry. Their export products are mainly sold to West Africa, the Middle East, Europe and other places. The Suizhou tea brand is crossing the ocean to integrate into the "big chess game" of opening up to the outside world, presenting to consumer in more than 40 countries worldwide.
炎帝亲耕地，随州稻米香。这是历史的缩影，如今却大不同。站在新起点上的随州，香飘海内外的不仅有稻米，还有香菇、稻米油、油茶、茶叶、生猪家禽，以及泡泡青等各种特色果蔬，它们共同构成了随州特色农业产业最强矩阵，成为走向强农富农、实现乡村全面振兴，建设城乡融合发展示范区的“排头兵”。
Emperor Yan personally cultivated the land, and the rice in Suizhou was fragrant. This is a microcosm of history, but now it is very different. Standing at a new starting point, Suizhou not only has rice, but also shiitake mushrooms, rice oil, oil tea, tea leaves, live pigs and poultry, as well as various characteristic fruits and vegetables such as Pao Pao Qing. Together, they constitute the strongest matrix of Suizhou's characteristic agricultural industry, becoming the "vanguard" towards strengthening and enriching agriculture, achieving comprehensive rural revitalization, and building a demonstration zone for integrated urban-rural development.
来源 | 长江云新闻、环球时报、湖北画报社国际传播中心
