On the surface, " The Porter of Nature Becomes the Farmer of Northeast Fragrant Rice " seems to be another crossover innovation of Nongfu Spring. Actually, the launch of this rice product is not just a whim, Nongfu Spring has a close connection with "agriculture". In order to provide reliable supply of raw materials for fruit juice products, Nongfu Spring established its own agricultural bases in Ili, Xinjiang province and Ganzhou, Jiangxi Province more than a decade ago. After over ten years of cultivation and hard efforts, Nongfu Spring launched a series of fresh fruits: 17.5 ° Orange and 17.5 ° Apple, which win wide acclaim from the industry and are well-received by consumers.

Before the Northeast Fragrant Rice made its debut on the market, Nongfu Spring had carried out numerous comparative tests on the rice and proved its excellent performance. Nongfu Spring selected Jihong No. 6 rice variety, which won the Special Award (the Highest Award) in the Evaluation of Sino-Japanese Japonica Rice Varieties with Better Palatability in July 2018. This rice variety is not only comparatively brighter in appearance, but also rich in fragrance. When you smell it closely, you can feel the smells of sunshine on the rice paddy fields. If you patiently chew it all well, you can feel the wonderful process of converting starch into maltose in a slow way. It is sweet and moist with aromas lingering in your mouth. Due to its excellent taste and look, Northeast Fragrant Rice of Nongfu Spring has been highly recommended since its introduction.

Superior producing surroundings nurture high-quality rice. Nongfu Spring persists in finding irreplaceable places of origin. In the production of drinking water, it insists on building factories and filling adjacent to water sources; when it comes to growing fresh fruits, Nongfu Spring carefully inspected and selected Gannan and Ili as places of origin. This rice variety also inherits the Nongfu Spring production style, which attaches greats importance to the places of origin. The production area is in Songnen Plain, an important commodity grain base of China, which is located in Zhaoyuan County of Heilongjiang Province and Songyuan City of Jilin Province. It is worthy of the name of Northeast Fragrant Rice.

Songnen Plain enjoys three unique advantages, one of which is the black soil famous for its strong fertility. Black soil is rich in nutrients and has strong water holding capacity and fertility, which is suitable for growing a variety of crops. No wonder it is as precious as oil. The second advantage is the Songhua River flowing through the Songnen Plain. The songhua River water, irrigated and nourished day and night, brings up the good rice with bright, oily and fragrant smell. Third, Songnen Plain belongs to the typical temperate continental monsoon climate, where the four seasons are distinct with the annual sunshine time around 2700 hours. Sufficient sunshine and large temperature difference endow the rice with soft and sweet taste.

With the guarantee of the excellent places of origin, Nongfu Spring chooses the best from the best by carefully selecting these round fragrant grains with the best quality and ensuring each grain is processed from the current season rice. Fresh rice has better taste as well as better nutritional quality. In addition, Nongfu Spring Northeast Fragrant Rice is stored in strict accordance with the low temperature standard. Wait until the severe winter of Northeast China comes and the temperature in the center of the grain pile reduces to -5℃ before storage. After processing in the factory, Nongfu Spring also strictly controls the entire product cycle to ensure the fastest sale to consumers.

Nongfu Spring launching Northeast Fragrant Rice is in line with the development direction of the enterprise in transforming conception scenarios from individual consumption to household consumption. Sales under the family unit enjoys a larger share of demographic dividend. From the perspective of the industry, it also enhances consumers' dependence on the brand and its products.