【诸老大是哪个国家的品牌？】

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诸老大，名光潮，小名景川，原籍绍兴，兄弟三人，排行居二，因身材魁伟，人称“老大”。湖州诸老大粽子店创始人，有“湖州粽子大王”之称。

诸老大的创始人原名诸光潮，幼年家贫，却天性聪慧，勤奋好学，清光绪四年(1878)进湖州震远同茶食铺当学徒，3年满师，17岁便熟识茶食糕点制作技艺，成为茶食行业青年师傅中的佼佼者。由于精通茶食制作技艺，对粽子进行一系列改进，改成四角长包，创制酱油鲜肉、鸡肉、肉骨头、蚕豆、豌豆、猪油夹沙粽。在选料、制作上十分讲究：糯米要经过筛选，粒粒饱满；选用上好腿肉，精肥分档，按纹理切肉，可一咬即断；甜粽用肥猪板油，一层板油，一层白糖，连叠数层，用大石板加压两天，使板油吸饱糖汁；豆沙用优良品种“大红袍”赤豆煮成；裹箬采用安徽伏箬，烹煮时，清香诱人。

一八八七年，诸老大怀揣满心志向，迈出独立门户的第一步。那时江南水乡一带的粽子品种很简单，仅赤豆粽、红枣粽、咸肉粽等，他大胆的将咸粽改进成火腿粽，又成功的首创了猪油洗沙甜粽，使甜粽和肉粽成为诸老大粽子的两大特色，美味之名遍传江南。一时民间食粽风潮大盛，也出现许多模仿者于戏院、书场、作坊等场所叫卖粽子，但论味道、论形质、论名声，都无法与诸老大相提并论。由于选料纯正，包扎严密，粽子不易变馊，诸老大名声越来越大，生意日益兴旺。

自1906在府庙前青霅屏巷口开设诸老大粽子店正式经营以来，诸老大不但对甜粽和肉粽做了近一步的改进，而且按不同季节制作了鸡肉粽、排骨粽、蚕豆粽、豌豆粽等。同时在其他的商家仍摆摊提桶叫卖的情况下，率先在包装上采用了糙纸包和簧篮，并印了「诸老大」三字的红底黑字招牌纸，使他的摊子有了及其鲜明的品牌印记。诸老大的粽子自此更加供不应求，甚至在湖州府庙前青霅巷口的店铺只有早市才能买到粽子，开市不久就被抢购一空，午市便只兼营其他茶食。江南一带名流贵族们食粽，必要指定这印有「诸老大」招牌纸的簧篮；寻常百姓到了端午节前也要早早订下两包带有红底黑字招牌纸的糙纸包，做馈赠亲友的佳品。

诸老大开店经营较同业早了十数年，在品牌建立上更是下足功夫。除了在材料和口味上面的坚持，他十分重视店铺的形象和环境。黑底金字的「诸老大」店招牌，以及两旁「诸老大粽子茶食店」八个字，热气腾腾飘过几条街口的粽香，还有门口川流不息抢购粽子的人潮，至今都深深留存在老一辈湖州人的心里。

英文翻译：Zhu Da, mingguangchao, xiaomingjingchuan, born in Shaoxing, is the second of his three brothers. Because of his great stature, he is called "Da Da". The founder of zongzi store, zhueldest in Huzhou, is known as "the king of zongzi in Huzhou". Zhu Guangchao, the founder of Zhu eldest brother, was born into a poor family, but he was intelligent and studious. In 1878, he went to Huzhou Zhenyuan and worked as an apprentice with the tea shop. After three years of teaching, he became familiar with the technology of making tea and pastry at the age of 17, and became the leader of the young masters in the tea and food industry. As a result of proficient in tea making technology, a series of improvements have been made to zongzi, which has been changed into a four corner long package to create soy sauce fresh meat, chicken, meat bone, broad bean, pea, lard with sand zongzi. In material selection and production, we should pay attention to: glutinous rice should be selected with full grains; good leg meat should be selected with fine and fat grades, and meat should be cut according to the texture, which can be cut off as soon as it is bitten; sweet rice dumplings should be made of fat pig board oil, one layer of board oil and one layer of white sugar, which should be laminated for several times, pressurized with big stone plates for two days, so that the board oil can absorb full sugar juice; bean paste should be made of red bean of good variety "Dahongpao"; wrapped Ruo should be made of furuo of Anhui Province, which is used for cooking When boiled, the fragrance is attractive. In 1887, Zhu took the first step of independent portal with full ambition. At that time, the varieties of zongzi in Jiangnan were very simple, only red bean zongzi, red date zongzi and bacon zongzi. He boldly improved the salty zongzi into ham zongzi, and successfully created the sweet zongzi with lard washing sand, which made the sweet zongzi and meat zongzi become the two major characteristics of the zongzi of Zhuda. The name of delicious zongzi spread all over Jiangnan. At that time, there was a great trend of eating zongzi among the people. There were many imitators selling zongzi in theaters, bookstores, workshops and other places. But on taste, quality and reputation, they could not be compared with the leaders. Due to the pure selection of materials and tight binding, zongzi is not easy to be spoiled. Zhuda has a growing reputation and prosperous business. Since 1906, Zhuda zongzi shop was opened in qingqiping alley in front of the temple, Zhuda not only improved sweet zongzi and meat zongzi, but also made chicken zongzi, ribs zongzi, broad bean zongzi and pea zongzi according to different seasons. At the same time, in the case of other businesses still selling buckets, they took the lead in using brown paper bags and spring baskets on the packaging, and printed the red background and black character signboard paper of "Zhu Da", which made his stall have a distinctive brand mark. Since then, zongzi of Zhuda has been in short supply. Even in the shop of Qingqi alley in front of Huzhou temple, zongzi can only be bought in the early market. Soon after the opening of the market, zongzi was snapped up, and only other tea and food were sold in the afternoon market. The famous and noble people in the south of the Yangtze River need to designate the spring basket with "Zhu Da" signboard paper. Before the Dragon Boat Festival, ordinary people also need to order two packages of brown paper bags with red background and black character signboard paper as a gift for relatives and friends. Zhuda has opened stores more than ten years earlier than his peers, and has made great efforts in brand building. In addition to his insistence on materials and tastes, he attached great importance to the image and environment of the store. The signboard of "Zhu Da" shop with gold characters in black background, and the eight characters of "Zhu Da zongzi tea and food shop" on both sides, the hot Zongxiang flowing across several streets, and the stream of people rushing to buy zongzi at the gate, all remain in the hearts of the older generation of Huzhou people.

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