Wei's New Farmer | Li Tao: "Family Skills" Writes a New Chapter in Rural Revitalization

Editor's Note:

"For national agriculture, look to Shandong; for Shandong agriculture, look to Weifang." As a major agricultural city accelerating its progress towards becoming a strong modern agricultural city, Weifang keeps in mind General Secretary Xi Jinping's instructions and strives to be a leader in modern agriculture. A group of young new farmers, with deep affection and aspirations, are using innovative thinking, advanced technology, and firm belief to write a new chapter in the development of Weifang's agriculture. Among these new farmers are doctoral and master's degree holders who have given up the prosperity and high salaries of city life, experts and entrepreneurs who have been deeply involved in agriculture for many years, and overseas students who have returned after completing their studies... Through their down-to-earth cultivation and in the race of technological innovation, they are injecting new vitality and innovative factors into Weifang's agriculture.

Why has Weifang seen the emergence of so many young new farmers? Starting today, Shandong Business Daily, in conjunction with the Weifang Municipal Bureau of Agriculture and Rural Affairs, is launching a series of themed reports and activities on "New Farmers in Weifang," going deep into various counties and districts of Weifang to explore the entrepreneurial journeys and stories behind these young new farmers. Together, we will witness how these outstanding new farmers in Weifang use the power of youth to make their dreams a reality, using "new productive forces" to paint a beautiful picture of rural revitalization.

In Anqiu, Weifang, a vibrant land, there is an outstanding post-80s new farmer who, with technology as his wings, has carried forward the family's five-generation-old craft, leading a traditional starch noodle processing enterprise towards modernization and internationalization. He is the protagonist interviewed by Shandong Business Daily and Supersonic News reporters in this issue—Li Tao, general manager of Shandong Huatao Food Co., Ltd. As a representative inheritor of the skills of making starch noodles, Li Tao has continuously innovated, enabling the enterprise to flourish and injecting strong impetus into rural revitalization.

Li Tao, General Manager of Shandong Huatao Food Co., Ltd.

Li Tao's story begins with a deep respect for family tradition. Since his great-great-grandfather Li Wenliang founded a noodle workshop in 1897, the family's skills have been passed down from generation to generation, weathering the storms and remaining timeless. By his father Li Yunsheng's generation, he not only conducted in-depth research on the basis of the original production methods but also established Lushen Food Co., Ltd., achieving a transformation from a family workshop to a modern enterprise. In 2015, Li Tao took over the family business, establishing Shandong Huatao Food Co., Ltd., determined to take this traditional craft to new heights.

Li Tao in the production workshop

"When the company was first established, I slept in the sheds and factory buildings; I didn't have time to go home. Especially at the beginning, the quality of the starch noodles produced wasn't very good. I resolutely refused to let those products leave the warehouse; they were all used as feed. Then I went to adjust the equipment and asked my elders for advice. Gradually, we got on the right track and lived up to the reputation of our family's starch noodles." Li Tao recalled.

While continuing to develop traditional starch noodles, Li Tao actively extended the industrial chain. Upstream, Li Tao built a thousand-mu Lutao Agricultural Ecological Technology Park, mainly cultivating high-efficiency crops such as sweet potatoes and potatoes, creating a regional characteristic agricultural industrial park integrating planting, modern agricultural display, creative agriculture, sightseeing, leisure, ecological tourism, and cultural tourism.

Huatao Food Products: "Dafenqi" Spicy Noodles

He led the Huatao Food team, giving full play to the role of representative inheritor of the skills of making starch noodles, continuously improving product quality and innovating product types. Today, Huatao Food's main products, starch noodles, enjoy a high reputation in the domestic market, with an annual output value of 200 million yuan. Among them, the "Lushen" brand starch noodles have been recognized as a well-known agricultural product brand in Shandong Province, becoming a bright business card for Weifang Anqiu.

"From a flat piece of land to building factories and producing products, Huatao has achieved its current success, and I am very proud. I have not let down my elders' expectations!" Li Tao proudly expressed to the Shandong Business Daily and Supersonic News reporters.

"To remain undefeated in the fierce market competition, we must build our own brand and enhance product awareness and competitiveness." Li Tao is well aware of this, and in the process of brand cultivation, he pays particular attention to technological innovation.

Panoramic view of Huatao Food

He cooperated with research institutes with internationally leading levels to establish the "Huatao Food-Jiangnan University Starch Food Joint Laboratory," introducing cutting-edge modern technology to scientifically innovate and improve the processing technology of starch noodles. This not only brought the company's product quality and production technology to internationally advanced levels, revitalizing the intangible cultural heritage craft, but also injected continuous vitality into the company's development.

Li Tao led the Huatao Food team to register the internationally recognized Madrid trademark and passed international standard quality system certifications such as BRC, HACCP, and HALAL, enabling the company's products to gain widespread recognition in the international market.

Li Tao being interviewed

In terms of developing international markets, Li Tao pays particular attention to talent cultivation and market marketing. He requires that key sales personnel in the company master one or two foreign languages to better communicate with international clients. At the same time, he actively participates in domestic and international food exhibitions organized by the government, focusing on developing markets in South Korea, Japan, and countries along the RCEP and "Belt and Road" routes, and has established close strategic partnerships with major domestic and foreign trading companies, groups, and teams. These measures have not only enhanced Huatao Food's international reputation but also laid a solid foundation for the company's sustainable development.

 

Engaging in Philanthropic Undertakings, Persisting in Giving Back and Assistance

Giving back to society after becoming wealthy is a belief that Li Tao has always upheld. Li Tao told the Shandong Business Daily and Supersonic News reporters, "I wouldn't be where I am today without the support of the municipal party committee and government and the help of my fellow villagers. Now that I have the ability, I will do my best to help them."

Huatao Food Sweet Potato Planting Base

The Lutao Agricultural Ecological Technology Park built by Li Tao has not only solved the employment problem for 200 nearby workers but has also radiated to help 1,000 people become wealthy, benefiting more than 100 families. In the process of promoting the upgrading of the agricultural industry, Li Tao has always adhered to the "company + base + farmer" industrial model. He encourages farmers without the ability to work to transfer their land to the company and provides them with necessary living materials free of charge. At the same time, he gives priority to absorbing low-income laborers into the ecological technology park for work, using a daily settlement wage payment method to ensure that farmers can truly enjoy the benefits of the company's development.

In addition, Li Tao also pays great attention to caring for vulnerable groups such as the elderly, children, and people with disabilities. As the president of the Anqiu New Generation Entrepreneurs Association, he has led association members to actively participate in public welfare activities such as supporting the elderly and assisting students, with a total donation of more than 3 million yuan.

As of 2024, he has assisted a total of 11 rural areas. His good deeds have won widespread praise from all sectors of society, and he has been awarded honorary titles such as "Honest and Trustworthy Shandong Good Person" and "Qilu Rural Star."

Li Tao and Shandong Business Daily · Supersonic News reporters have a cordial exchange.

"I hope that through continuous efforts, Huatao Food will be built into the number one brand of nutritious and healthy vermicelli." Li Tao has a clear plan and vision for the future. He told the Shandong Business Daily · Supersonic News reporter that he will continue to adhere to technological innovation and brand building unswervingly, continuously improving product quality and competitiveness; at the same time, he will also actively fulfill his social responsibilities, help more farmers increase their income and become wealthy, and contribute greater strength to rural revitalization.