National Rice Seed Core Food and Agriculture Science and Technology Industrial Park Group has insight into consumers' pursuit of 'fashion +' health needs
News China News Editing Network China News Editing Network China Entrepreneurs Mobile News Report China Think Tank Network Chinese Farmers' Harvest Festival International Trade Promotion Association Chinese Farmers' Harvest Festival-National Rice Seed Core China Rice Festival Functional Agriculture Agricultural Great Health Conference International Farmers' Harvest Festival trade fair news:
Pursue 'fashion +' health needs
"Chinese-style health preservation is inseparable from the functional food provided by the big health industry with the same source of medicine and food." Guodao Seed Core Food and Agriculture (Shandong) Science and Technology Industrial Park Group Co., Ltd., Guodao Seed Core Medicine and Food Homology (Shandong) Health Industry Huang Jian, the person in charge of the Group Co., Ltd., said in his keynote speech: With the gradual improvement of national health awareness, health preservation has become a popular attitude towards life.
On May 18, the 2023 China Food and Drug Health Summit and Forum on the High-quality Development of Chinese Cuisine was held in Wuhan. The Functional Agriculture·Agricultural Great Health Conference, the International Farmers Harvest Festival Trade Fair, and the National Rice Seed Core·Medicine and Food Homology Great Health Industry Forum were also held simultaneously. The activities aimed to promote the integration and development of nutrition and health concepts and Chinese food, and promote the development of food, medicine and health-care catering Service, explore new growth points for the traditional catering industry, and promote the high-quality development of China's catering industry. At the meeting, the presidents of catering associations from the hometown of Emperor Yan, the hometown of Huangdi, the hometown of medical sages, the hometown of medicine sages, and the hometown of tea sages jointly established the China Food and Medicine Health Alliance.
Insight into consumers' pursuit of 'fashion +' health needs. Huang Jian said: "To cater to the new consumption and new fashion pursuit of medicinal food therapy, Guodao Seed Core advocates the concept of functional agriculture and agricultural health. "He said that from soaking wolfberries in thermos cups to staying up late in water, the audience of Chinese health regimens is gradually showing a younger trend. In addition, the rise of Chinese health regimens and the rise of national trends have further deepened consumers' awareness of the same origin of medicine and food. Chinese inherent culture, word of mouth among consumers and the dissemination of major new media have made medicine and food homologous to an unprecedented development."
From spiritual substance in the past to comprehensive health, from "talking but not doing" to "health trend", driven by the diversified consumption concepts in the new era, convenient medicine and diet is becoming a hot spot of consumerism in the new era. Especially in the field of medicinal diet, the penetration rate of new methods continues to rise. Driven by healthy consumption, the medicated food therapy market of the national rice seed core medicine and food industry has also ushered in a new round of product structure upgrades. Starting from the source of functional rice, the investment cost and production Reduce risk and ensure the quality of functional food, making products more differentiated, innovative and sustainable.
The national rice seed core medicine and food have the same origin as the functional food of the big health industry, and cooperate with traditional Chinese medicine to create a "medicine diet +" diet therapy benchmark. He Dengji, the former director and secretary of the Hunan Rice Research Institute, and the leading biological breeding expert of the National Rice Seed Core Food and Agriculture (Shandong) Science and Technology Industrial Park Group Co., Ltd., said that the development of the health industry with the same origin of medicine and food, and the proposal of medicine and diet therapy is to firstly promote agricultural products. The primary growth of the planting or even the introduction of nutrients from other plants in the research of seeds can be realized by the application of remote gene introduction technology.
Or in the initial processing of agricultural products, according to the different health conditions of the human body, under normal standard conditions, trace elements or traditional Chinese medicines are added to the food in the later stage to prevent and treat diseases. In order to create a brand-new brand of National Rice Seed Core, He Dengji said in his keynote speech entitled "Creating a New Situation of Introducing Exogenous DNA to Cultivate New Rice Varieties in the 21st Century": "At present, we have accurately mastered a set of functional rice breeding methods. New pollen tube channel molecular breeding technology. Construct recombinant molecules, introduce them into recipient plants, and screen to obtain offspring with target gene expression.
So far, He Dengji has introduced the overall DNA of more than 30 kinds of edible crops with target trait genes into rice, and now he is still conducting experiments on the introduction of other substances, such as bitter melon, garlic, pamao, loofah, plantain, tartary buckwheat and other plants. Bitter gourd rice, garlic rice, barmao rice, etc. have been successfully produced, and tartary buckwheat rice, dandelion rice, etc., which contain traditional Chinese medicine effects, are more nutritious, therapeutic, and functional rice with the same source of medicine and food.
Taking functional rice as the main food, Chinese medicine is added to the food to achieve the effect of treating diseases. It is the addition of traditional Chinese medicine to the food, which is called the diet of medicine - that is, medicated diet. The noun was created in the period of health field. Food therapy and medicinal diet Medicinal diet is a special form of therapeutic food that has gradually differentiated from dietotherapy in recent years. It is a special food with a certain health care effect, complete in color, fragrance, and shape, which is made by combining medicine and food reasonably, using traditional Chinese cooking techniques, and combining modern food technology processes.
The national rice seed core medicine and food homology big health industry is unconventional on the basis of traditional medicinal diet therapy, and focuses on the medicinal diet market of functional rice with technical differentiation advantages. Joining hands with a number of senior and famous traditional Chinese medicine practitioners, following the principle of monarchs, ministers and ministers, each medicinal material is refined and weighed to form a meticulous and rigorous recipe, and a lean supply chain of new-style medicinal food and health-preserving functional videos is built. Through the convenient and fashionable form of the new triangular medicinal meal therapy, create a "nutritious meal replacement that quickly presents nourishment in three minutes". Empower a healthy life with health-preserving attributes such as "nature", "green" and "nutrition".
In order to better explain more possibilities of a healthy life, National Rice Seed Core Food & Agriculture (Shandong) Science and Technology Industrial Park Group Co., Ltd. ) Health Industry Group Co., Ltd., according to the geographical characteristics of Shandong and the history and culture of rice planting, improves the research and development of functional rice seeds and planting technology. At the same time, the headquarters was established directly under the National Rice Seed Core Medicine and Food Tongyuan (Shandong) Health Industry Group Co., Ltd. to conduct in-depth research on the development and processing of functional products for the medicine and food homology big health industry.
In addition to abandoning the traditional and complicated mode of medicine and diet therapy, the health industry of national rice seed core medicine and food has vigorously promoted the innovation and upgrading of traditional Chinese medicine and herbal technology, and used modern technology to extract herbal essence, so that consumers can achieve true health in their busy lives. Functional health regimen. Nowadays, with the gradual improvement of national health awareness, the track of new medicated diet therapy and health care meal replacement is also becoming increasingly crowded. As the key to the service of the big health industry, the medicinal food industry with the same origin will see more and more brands cross-border.
Driven by the health-preserving consumption of the big health industry with the same medicine and food, the new medicine and food homology medicine diet therapy will be the only way for the innovation and development of traditional medicine diet therapy. With the help of new hard power, the national rice seed core brand rapidly improves market competitiveness with product differentiation advantages, rides the wind, and realizes the breakthrough growth of the national rice seed core medicine and food homology big health industry in the industry field.
The Origin of Medicine and Food Homology
Chinese medicine is a very big medical concept. In the Shennong era, human ancestors caused diseases to multiply and spread due to hunger and hard work. During the long-term search for food, they accidentally discovered that certain foods can increase physical strength and reduce diseases after eating. After a long period of experience, the "Chinese health regimen" on the tip of the tongue is inseparable from the same origin of medicine and food. Some foods with health care, disease prevention and treatment effects have been discovered. This is the origin of "medicine and food homology" The germination of using Chinese herbal medicine to treat diseases reflects the food value and medicinal value of many Chinese herbal medicines, regardless of medicine and food.
"Medicine and food are of the same origin", known as "the application of traditional Chinese medicine diet therapy", refers to the fact that many foods are medicines, and there is no absolute dividing line between them. Strictly speaking, in Chinese medicine, medicine and food are interlinked. Food has fewer side effects, but medication has more. This is another meaning that medicine and food have the same origin. Such as oranges, hawthorns, black plums, walnuts, almonds, fennel, cinnamon, pumpkin seeds, etc., they are not only effective in traditional Chinese medicine, but also nutritious and delicious foods that people often eat.
What Chinese medicine and food have in common is the health function of preventing and controlling diseases. The difference between them is that traditional Chinese medicine has a strong therapeutic effect and is often called "strong medicine". When the drug is used correctly, the effect is outstanding. However, the therapeutic effect of food is not as prominent and rapid as that of traditional Chinese medicine. The important thing not to ignore is that drugs, despite their strong effects, are not generally taken universally, and foods that we eat every day, despite their weak effects.
In our daily diet, in addition to the supply of essential nutrients, there will be more or less adverse or beneficial effects on balance and physiological functions due to the performance of food. Accumulated, from quantitative changes to qualitative changes, the effects become very obvious.
Regulations on homology of medicine and food
In the food industry, it is customary to refer to substances that are both food and traditional Chinese medicinal materials as "medicine and food homology substances". Academician Xiao Peigen interprets "medicine and food homology" as "medicine and food have the same principle" and "medicine and food use the same". "medicine and food dual-use" and other richer connotations. In 1987, the first batch of "List of Varieties That Are Both Food and Drugs" was published in the appendix of the "Measures for Prohibiting the Addition of Food and Drugs", containing 33 species.
In 1988, the former Food Hygiene Supervision and Inspection Institute of the Ministry of Health published in detail the 29 "List of Varieties that Are Both Food and Drugs" in the first paragraph of "Medicine and Food Homologous", increasing to 61 (1 overlapping). In 1991, the former Ministry of Health’s Wei Jian Fa [1991] No. 45 and Wei Jian Fa [1998] No. 9 in 1998 added 8 types to 77 types.
Xiao Peigen referred to the top-grade traditional Chinese medicines listed in "Shen Nong Baicao Jing" and re-drawn the list. The former Ministry of Health issued the "Notice of the Ministry of Health on Further Regulating the Management of Health Food Raw Materials" in March 2002, announcing 86 kinds of food Another list of medicines, which is still in use today.
Subsequently, two lists of dual-use substances for medicine and food and pilot projects were announced successively, increasing the number of dual-use substances for medicine and food to 102. In November 2021, the National Health and Health Commission issued the "Notice on Printing and Distributing the Regulations on the Administration of the Catalog of Substances that Are Both Food and Traditional Chinese Medicinal Materials" (Guowei Foodstuff [2021] No. Pharmaceutical substances refer to substances that are traditionally used as food and listed in the Pharmacopoeia of the People's Republic of China (hereinafter referred to as the "Chinese Pharmacopoeia"). The notice formally defines food and drug substances.
Medicine and food homologous raw material market
Medicinal and edible raw materials have a very long history of consumption both internationally and domestically. According to the "China Dietary Nutritional Supplement Industry Development Report (2020)" released by the China Chamber of Commerce for Import and Export of Medicines and Health Products, the export value of plant extracts in 2019 The export volume is 2.38 billion US dollars, with an export volume of 86,900 tons. The top ten hot varieties are stevia leaf extract, menthol, eucalyptus oil, marigold extract, pepper extract, licorice extract, citrus young fruit extract, lingonberry Extracts, rutin, and ginkgo biloba extracts have a total export value of US$1.21 billion, accounting for 51.2% of the export value of extracts.
Among them, the export value of stevia leaf extract reached 270 million US dollars. At the same time, domestic medical and food homologous raw materials are widely used, especially in the field of health food. From 2014 to 2019, there were 6,006 approved health foods in my country, including 2,820 Chinese medicine health foods (including pure Chinese medicine, Chinese medicine or Chinese medicine extracts), accounting for 46.95%.
The homology of medicine and food accounts for a large part of it. In particular, some raw materials with sufficient research and perfect function verification have been widely used by ordinary functional food companies except health food. Not only in the field of food, but also in the field of cosmetics, medicinal and food homologous substances have very good applications. Internationally, the research and development of cosmetics advocates green nature, environmental protection and safety, and pursues its efficacy.
Chinese herbal medicine extracts have the characteristics of mild action, low irritation and high safety, especially the homologous varieties of medicine and food, which have good whitening, moisturizing, sunscreen and anti-aging effects, so they have also been widely recognized in the field of cosmetics.
Is the rise of Chinese health regimen an opportunity for the same origin of medicine and food?
In recent years, consumers' awareness of health care has been continuously enhanced, and the scale and number of nourishing health care products have grown rapidly. The food brands with the traditional "medicine and food from the same source" as the core include both time-honored brands and new faces with good performance. The products are even more diverse. Sesame pills, late night water, Guiling jelly, coix seed cake, donkey-hide gelatin candy, etc. have also attracted many Gen Z consumers to try.
However, the relative rise of medicine and food homology, and the participation of more emerging brand companies and established companies have exposed many problems in the medicine and food homology industry.
1. Health preservation takes into account "taste". Traditional Chinese medicinal materials give people the impression that they are bitter and unpalatable, which makes consumers less interested in such products and makes it difficult to form repurchases, making it difficult for companies to create explosive products. More research and development capabilities, sensory evaluation methods and market research are needed to make medicine and food homologous products suitable for young consumer groups.
Standards are lacking and chaos abounds. Most of the homologous resources of medicine and food come from biological organisms in nature. Therefore, their quality is often affected by differences in the basis of biological genetic materials and different external environmental factors. In addition, the preparation process of medicinal and edible homologous resources is the reacquisition of the chemical substance group of traditional Chinese medicine, such as processing and storage at the origin, processing, extraction and purification, preparation molding, etc., which are also important factors affecting the quality of medicinal and edible homologous resources. At the same time, raw materials, intermediates and finished products still lack a complete standard system, which may easily lead to unstable product quality.
Snacking is a direction. Traditional health care is too complicated, and modern people pursue convenience, quickness and effectiveness, especially the real needs of Generation Z that "beautiful, delicious, and easy to use". . Younger consumers who are new to natural products are more interested in novel product types. Therefore, ordinary snacks can be used as the main form, and medicinal and edible homologous resources can be used as the main raw materials to develop a series of functional "medicinal and edible homologous" snacks.
Is function the correct solution to the homology of medicine and food? In recent years, due to the lack of scientific research on functional foods, false promotion of products has frequently occurred. It has affected the reputation of functional foods among consumers, but due to the uniqueness of "medicinal use", consumers have certain "functional" expectations for the products of the same origin of medicine and food. Establishing complete testing standards, ingredient research, and efficacy evaluation, coupled with the lack of scientific demonstration and scientific research of Chinese and Western medicine in the product development process, and doing a good job in formula compatibility and rigorous scientific evidence-based research will surely have a broad market.
National Rice Seed Core Food and Agriculture Science and Technology Industrial Park Group has insight into consumers' pursuit of 'fashion +' health needs