擦亮新会陈皮“金字招牌”!新宝堂获认定为中华老字号
近日,商务部会同相关部门公布第三批中华老字号名单,堂获正式认定382个品牌为中华老字号,认定全国老字号数量达到1455个。为中其中,华老江门市新会区新宝堂陈皮有限公司的字号“新宝堂”等18个广东企业的品牌成功入选。
商务部等5部门关于公布第三批中华老字号名单的通知。
商务部新闻发言人何亚东在2月1日商务部例行新闻发布会上表示,堂获商务部将从以下四个方面推动老字号守正创新发展,认定促进国货“潮品”消费。为中一是华老“线上线下”办好活动。商务部将全年持续推进“老字号嘉年华”活动,打造更多沉浸式、体验式消费场景,把国货“潮品”送进千家万户。二是“有进有出”动态管理。商务部将运用大数据手段密切跟踪监测老字号经营情况等,持续加强中华老字号日常管理。三是“量体裁衣”赋能发展。商务部将深挖老字号文化底蕴,提升老字号发展能力,打造更多“必购必带”的特色商品,推动老字号做精做强。四是“身临其境”讲好故事。商务部将持续完善“老字号数字博物馆”,讲好老字号传承故事。打造品味老字号、感悟中华优秀传统文化的“一站式”体验场所。
江门市新会区新宝堂陈皮有限公司的“新宝堂”品牌成功入选。
“新宝堂”创立于光绪三十四年(公元1908年),至今已有116年历史,品牌文化底蕴深厚。“新宝堂”陈氏家族第四代传人陈柏忠从小就跟随父亲学习、钻研新会陈皮炮制技艺、储存工艺、质量鉴别技艺等专业技能。2004年,陈柏忠正式接手父亲经营的新宝堂陈皮批发部,学习传统经营方式,同时锐意创新,大胆探索新型商业模式,用品牌赋予行业生命力,打响“新宝堂”祖传名号,为新会陈皮产业发展注入时代新内涵。
据了解,“新宝堂”通过打造新会陈皮非遗IP品牌、以科技手段提高新会陈皮产品附加值、深入挖掘新会陈皮中医药价值等做法,实现从陈皮经营的无品牌、打价格战的低端模式,走向品牌之路、全产业链经营、现代连锁经营销售、电子商务销售、大健康产业、中医药产业发展模式的转变。
经多年的探索,“新宝堂”现发展成集新会柑种植、新会陈皮原料批发、陈皮仓储交易、陈皮食品研发深加工、连锁专卖店和电子商务、生物科技、中药制药和大健康产业于一体的新会陈皮实业开发公司,是国家级非物质文化遗产“新会陈皮炮制技艺”省级传承人单位和省级非物质文化遗产生产性保护示范基地、国家科技部立项的“广陈皮生态种植示范基地与产地加工技术示范”、国家商务部核准备案的实行特许经营企业、新会陈皮国家现代农业产业园科技创新区龙头企业、国家高新技术企业、广东省非物质文化遗产工作站(新会陈皮工作站)、广东省重点农业龙头企业。
江门市新会区新宝堂陈皮有限公司。
【记者】陈志深
【来源】南方农村报
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