【鲁花是哪个国家的品牌？】

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山东鲁花集团有限公司是一家大型的民营企业、中国民族品牌、农业产业化国家重点龙头企业，花生油年生产能力90万吨,葵花仁油生产能力10万吨。现拥有职工10000多人，建立了莱阳鲁花、姜疃鲁花、山东鲁花、周口鲁花、襄阳鲁花、深州鲁花、新沂鲁花、阜新鲁花、常熟鲁花、武汉鲁花、东莞鲁花、内蒙古鲁花、鲁花生物科技、鲁花醋业、鲁花矿泉水、鲁花食品、鲁花种业等23个生产基地。公司的主要产品有鲁花5S压榨一级花生油、剥壳压榨葵花仁油、压榨特香菜籽油、压榨玉米油、坚果调和油、橄榄油、芝麻香油、自然鲜酱油、酿造黑糯米香醋、酿造糯米香醋、料酒、花生制品、粉丝、矿泉水、原装进口葡萄酒、FD食品等系列产品。鲁花2002年获“国家级放心油”荣誉称号；2003年成为“人民大会堂国宴用油”；2004年，被国家公众营养与发展中心授予“营养健康倡导产品”；2005年，鲁花花生油被国家评为“中国名牌”产品。2012年，鲁花集团被国家民政部授予“中华慈善奖”，同年，鲁花5S压榨工艺又荣获“国家科学科技进步奖”。2012年实现销售收入120亿元。

在发展过程中，鲁花始终坚持科技创新和质量兴企战略，将其作为鲁花整体发展战略的重要组成部分。

科技创新战略。公司经过6年的科技攻关，成功地独创了5S纯物理压榨工艺。国家有关部门多次组织专家组对5S压榨工艺进行科技成果论证，结论为该工艺具有明显的五大创新：生产中纯物理压榨避免了高温精炼和化学溶剂对油品的污染；独创了花生、葵花制油的“生香、留香”和“无水化脱磷”技术；VE保鲜、恒温储存技术，保存了成品食用油中的天然营养成分；彻底去除了油品中黄曲霉素。专家组评审认为，鲁花独创的5S纯物理压榨工艺科技含量高，是世界上领先的食用油制造工艺，填补了国内外空白，必将引领我国食用油工艺历史发展的方向。2002年5月28日，食用植物油国家标准审定会专家，参照鲁花的现行标准,对压榨花生油国家标准进行了重新修订。2003年6月,鲁花5S纯物理压榨工艺通过了国家科技成果鉴定。经过5S压榨工艺生产出的新一代“鲁花”牌花生油无论在色泽、气味、滋味及内在质量上，已超过世界名牌产品的各项检验指标。鲁花牌葵花仁油就是通过这一新工艺，将葵花籽剥壳去皮压榨，突破了原来葵花籽带壳浸出的落后做法，填补了国内外葵花油生产的空白，2007年，该工艺荣获了山东省科技进步一等奖；2009年，鲁花以5S压榨工艺为基础研发的浓香葵花仁油技术和“除去黄曲霉素的方法”两项发明荣获国家发明专利。2012年，鲁花“高含油油料加工关键新技术产业化开发及标准化安全生产”荣获国家科学技术进步奖，为提高人类的生命质量做出了新的贡献。

质量兴企战略。鲁花集团创业之初就始终把质量兴企放在首位，提出了“夯实一个大基础—严格产品质量管理，抓住一个大根本—创立企业美好信誉，追求一个大目标—提高人类生命质量”的经营理念，以质量铸造品牌，以品牌引领企业。鲁花从原料选择、质量控制、成品储存等各个环节严格把关，在生产过程中只榨取第一道花生原汁，投巨资引进了世界最先进的黄曲霉检测仪，自主研发了世界领先的去除黄曲霉素的分离装置，使油品更安全更健康；建成了万吨恒温库，确保花生原料一年四季保持新鲜，完整保留了花生的营养成份和内在品质，使产品合格率达到100%，实现“绝不让消费者食用一滴不利于健康的油”的郑重承诺。为了让更多的消费者食用安全健康的花生油，鲁花狠抓市场建设，在全国各地建立了76个销售分公司，成立了5000多人的营销团队，发展了2000多家经销商，形成了覆盖全国的市场营销网络。与此同时，鲁花还加大品牌宣传力度，通过中央电视台等高端媒体，树立鲁花的品牌形象，形成了以品牌拉动市场，以市场带动销售，以销售促进生产的良性循环。现在，鲁花已家喻户晓，享誉大江南北，成为中国花生油第一品牌，中、高档消费者的首选产品。

鲁花的快速发展有力促进了农民增收。随着公司产品销量的扩大，原料收购数量也不断增加，带动山东、河北、河南、江苏、安徽、湖北、辽宁等地发展花生配套基地900万亩，内蒙古油葵配套种植基地150万亩。年收购花生原料230多万吨，油葵原料30万吨，为农民直接创造收入230多亿元，可带动900多万农民增收致富。公司的发展还解决了当地农村富余人员的就业问题，吸纳了5000多名农民到企业务工，年人均收入超过20000元，带动当地及周边地区运输业、餐饮业等第三产业从业人员1万多人。

鲁花集团的发展壮大得到了各级领导的广泛关注。胡锦涛、温家宝、回良玉、刘延东、张高丽、李建国、姜异康等党和国家领导同志先后视察了鲁花，并对鲁花在科技创新、带动农民增收、解决中国油脂短缺方面做出的努力给予了高度肯定。

目前，针对我国油脂对国外进口依赖度逐渐加深的现状，鲁花董事长提出了“一增一减”的战略构想。一增是指在不增加耕地面积的前提下，通过培育推广高产量、高出油率、高油酸的花生良种，让老百姓每亩花生再增产一百公斤，增产后促进农民再增收，推动中国花生产业健康发展；一减是指依靠科技创新利用鲁花独创的5S压榨工艺、生香留香技术，全面保留花生的天然浓香，减少用量，只用习惯用量的1/2便可达到色香味俱全的美食效果。倡导居民“少吃油、吃好油”，以此来减少我国居民食用油的消费量。这一增一减构想的实现，必将大力提高中国花生的单产量，带动贫困地区农民脱贫致富，提高国内食用油自给率，维护中国食用油战略安全。

我们计划在十二五期间，实施多元化食用油发展战略，确保花生油年生产能力100万吨，其它食用油年生产能力100万吨，实现销售收入200亿元，发展花生种植基地1000万亩，为推进花生产业化进程，提高国内食用油自给率做出我们更大的贡献，实现鲁花人“产业报国，惠利民生”的宏伟愿望。

英文翻译：Shandong Luhua Group Co., Ltd. is a large-scale private enterprise, Chinese national brand and national key leading enterprise of agricultural industrialization, with annual production capacity of 900000 tons of peanut oil and 100000 tons of sunflower kernel oil. Now it has more than 10000 employees and 23 production bases, including Laiyang Luhua, Jiangtuan Luhua, Shandong Luhua, Zhoukou Luhua, Xiangyang Luhua, Shenzhou Luhua, Xinyi Luhua, Fuxin Luhua, Changshu Luhua, Wuhan Luhua, Dongguan Luhua, Inner Mongolia Luhua, Luhua biotechnology, Luhua vinegar industry, Luhua mineral water, Luhua food, Luhua seed industry. The company's main products are Luhua 5S peanut oil, shelled sunflower kernel oil, special rapeseed oil, corn oil, nut blending oil, olive oil, sesame oil, natural fresh soy sauce, black glutinous rice vinegar, glutinous rice vinegar, cooking wine, peanut products, fans, mineral water, imported wine, FD food and other products. In 2002, Luhua won the honorary title of "national safe oil"; in 2003, Luhua became the "oil for state banquet in the Great Hall of the people"; in 2004, Luhua peanut oil was awarded the "nutrition and health advocacy product" by the national public nutrition and development center; in 2005, Luhua peanut oil was awarded the "China famous brand" product by the state. In 2012, Luhua group was awarded the "China Charity Award" by the Ministry of civil affairs of the people's Republic of China. In the same year, Luhua 5S pressing technology won the "National Science and Technology Progress Award". In 2012, sales revenue reached 12 billion yuan. In the process of development, Luhua always adheres to the strategy of scientific and technological innovation and quality enterprise development as an important part of the overall development strategy of Luhua. Science and technology innovation strategy. After six years of scientific and technological research, the company has successfully created a 5S pure physical pressing process. The relevant departments of the state have organized expert groups for many times to demonstrate the scientific and technological achievements of 5S pressing process, and the conclusion is that the process has five obvious innovations: pure physical pressing in production avoids the pollution of oil products by high-temperature refining and chemical solvents; original technology of "fragrance generation, fragrance retention" and "anhydrous dephosphorization" for peanut and sunflower oil production; ve fresh-keeping and constant temperature storage technology, which saves the finished food Use the natural nutrients in the oil; completely remove the aflatoxin in the oil. According to the review of the expert group, the original 5S pure physical pressing process of Luhua has high technology content, which is the world's leading edible oil manufacturing process, filling in the gaps at home and abroad, and will certainly lead the direction of the historical development of the edible oil process in China. On May 28, 2002, experts of the national standard examination and approval meeting of edible vegetable oil revised the national standard of peanut oil by referring to the current standard of Luhua. In June 2003, Luhua 5S pure physical pressing technology passed the national scientific and technological achievements appraisal. The new generation of "Luhua" peanut oil produced by 5S pressing technology has exceeded all inspection indexes of world famous brand products in color, smell, taste and internal quality. Luhua brand sunflower kernel oil is a new technology, which can peel and press sunflower seeds, break through the backward method of extracting sunflower seeds with shells, and fill in the gap of sunflower oil production at home and abroad. In 2007, the technology won the first prize of Shandong Province Science and technology progress. In 2009, Luhua developed the technology of thick sunflower kernel oil based on 5S pressing technology and "the way to remove aflatoxin" The two inventions of "law" were awarded national invention patents. In 2012, Luhua won the national science and Technology Progress Award for "industrialization development and standardized safety production of key new technologies for high oil-bearing oil processing", making new contributions to improving the quality of human life. Quality strategy. At the beginning of the business, Luhua group always put quality first, and put forward the management idea of "consolidate a big foundation - strict product quality management, grasp a big foundation - establish a good reputation of the enterprise, pursue a big goal - improve the quality of human life", cast a brand with quality, and lead the enterprise with brand. Luhua strictly controls the selection of raw materials, quality control and storage of finished products. In the production process, it only extracts the first raw peanut juice, invests heavily in the introduction of the world's most advanced aflatoxin detector, independently develops the world's leading separation device for the removal of aflatoxin, making oil products safer and healthier. It has built a 10000 ton constant temperature storage to ensure that peanut raw materials are kept throughout the year It is fresh and completely retains the nutritional ingredients and internal quality of peanut, making the qualified rate of the product reach 100%, realizing the solemn commitment of "never let consumers eat a drop of unhealthy oil". In order to let more consumers eat safe and healthy peanut oil, Luhua paid close attention to market construction, established 76 sales branches, established a marketing team of more than 5000 people, developed more than 2000 distributors, and formed a nationwide marketing network. At the same time, Luhua also increased brand publicity, through high-end media such as CCTV, set up the brand image of Luhua, forming a virtuous circle of brand driving market, market driving sales, and sales promoting production. Now, Luhua has become a household name, well-known in the north and south of the river, becoming the first brand of peanut oil in China, and the preferred product of medium and high-end consumers. The rapid development of Luhua has greatly promoted the increase of farmers' income. With the expansion of the sales volume of the company's products, the number of raw materials purchased is also increasing, driving Shandong, Hebei, Henan, Jiangsu, Anhui, Hubei, Liaoning and other places to develop 9 million mu of peanut supporting base, and 1.5 million mu of Inner Mongolia Oil Sunflower supporting planting base. The annual purchase of more than 2.3 million tons of peanut raw materials and 300000 tons of oil sunflower raw materials has directly generated more than 23 billion yuan of income for farmers, which can drive more than 9 million farmers to increase their income and become rich. The company's development has also solved the employment problem of the local rural surplus personnel, absorbed more than 5000 farmers to work in the enterprise, with an annual per capita income of more than 20000 yuan, and driven more than 10000 employees in the local and surrounding areas in the transportation industry, catering industry and other tertiary industries. The development and expansion of Luhua group has been widely concerned by leaders at all levels. Party and state leaders such as Hu Jintao, Wen Jiabao, Hui Liangyu, Liu Yandong, Zhang Gaoli, Li Jianguo and Jiang Yikang visited Luhua successively, and highly affirmed Luhua's efforts in scientific and technological innovation, driving farmers to increase income and solving China's oil shortage. At present, in view of the increasing dependence on foreign oil imports in China, Chairman Lu Hua put forward the strategic concept of "one increase and one decrease". The first increase refers to the cultivation and promotion of peanut varieties with high yield, high oil yield and high oleic acid, so that the common people can increase the yield of peanut by another 100 kg per mu, and then promote the farmers to increase their income and promote the healthy development of China's peanut industry; the first decrease refers to relying on scientific and technological innovation to utilize the unique 5S pressing process and the technology of producing fragrance and keeping fragrance, so as to fully retain the flowers The raw natural strong fragrance can reduce the dosage. Only 1 / 2 of the customary dosage can achieve the delicious effect of complete color, fragrance and taste. Advocate residents to "eat less oil, eat good oil", in order to reduce the consumption of edible oil in China. The realization of the concept of "one increase and one decrease" will greatly increase the single output of peanuts in China, drive farmers in poor areas to get rid of poverty and become rich, improve the self-sufficiency rate of domestic edible oil, and maintain the strategic security of Chinese edible oil. During the 12th Five Year Plan period, we plan to implement the diversified development strategy of edible oil, ensure the annual production capacity of peanut oil is 1 million tons, the annual production capacity of other edible oil is 1 million tons, realize the sales revenue of 20 billion yuan, develop the peanut planting base of 10 million mu, make greater contribution to promote the industrialization process of peanut, improve the self-sufficiency rate of domestic edible oil, and realize the "industry serving the country" of Luhua people, Benefit people's livelihood ".

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