On 2 July, the "Beginning with Matsutake, Going Beyond Matsutake" 2nd Shangri-La Matsutake Mushroom Forum and the SF Express Shipping Solutions Launch Conference was held in Shangri-La, officially kickstarting the Shangri-La Matsutake Mushroom Season.
Mr. Luo Chaofeng, Secretary of the Party Committee of Diqing Tibetan Autonomous Prefecture, Mr. Zhang Weidong, Deputy Secretary of the Party Committee and Governor of Diqing Tibetan Autonomous Prefecture, Mr. Kong Weihua, Vice Chairman of the Yunnan Provincial Journalist's Association and Editor-in-Chief of the Yunnan Radio and Television Station, Mr. Yu Shengxiang, Director of the Standing Committee of the Prefecture People's Congress, Mr. Miao Youfa, Chairman of the Prefecture CPPCC, and leaders of relevant organizations such as SF Group, Yunnan Aviation Industry Investment Group, the Provincial Department of Commerce, the Provincial Supply and Marketing Cooperative Society, and the Provincial Department of Agriculture and Rural Affairs, participated in the event and witnessed the official opening of "The 2023 Shangri-La Matsutake Mushroom Season".
In his speech, Mr. Zhang Weidong pointed out that the matsutake mushroom is one of the most representative specialty products of Diqing Prefecture, which is highly favored by and enjoys a great reputation among both domestic and foreign consumers. Since the launch of the matsutake mushroom all-cargo flights in Diqing in 2021, Shangri-La matsutake mushrooms can be transported to more than 60 major cities in China within 24 hours through air express delivery, and to over 200 cities within 48 hours, allowing Chinese consumers to enjoy the freshest matsutake mushrooms on their dining tables. In 2023, Diqing Prefecture will carry on and deepen its strategic cooperation of "Beginning with Matsutake, Going Beyond Matsutake" with SF Express, continuing to consolidate, enhance, and optimize the matsutake all-cargo flight routes from Diqing, opening up the air express delivery channels of mushroom products in Diqing with matsutake mushrooms at the center from mushroom farms to consumers' homes, injecting new momentum for the development of Diqing Prefecture's specialty industries.
Mr. Li Qingpei, Deputy Governor of the People's Government of Diqing Prefecture, introduced the release background of the "White Paper on the Protection and Utilization of Matsutake Mushrooms in Shangri-La", noting that the "White Paper" analyzed the current development condition of the matsutake mushroom industry in Diqing Prefecture based on the goal of achieving high-quality and sustainable development of the matsutake mushroom industry and proposed initiatives and measures aimed at strengthening and innovating the protection and utilization of matsutake mushrooms based on insufficient areas in matsutake mushroom protection and utilization, such as "upholding the exclusiveness of the Shangri-la Matsutake Mushroom Landmark, regulating the standard of matsutake mushroom harvesting and grading, and enhancing the protection and governance capacity of matsutake mushrooms", providing scientific backing for the promotion of healthy development of the matsutake mushroom industry, injecting strong momentum into the high-end development and branding of the matsutake mushroom industry.
At the conference, Mr. Wang Shuhuai, General Manager of Yunnan SF Express Co., Ltd, said that SF Express will be promoting the quality upgrade of the matsutake mushroom industry in all aspects: in terms of timely delivery, SF Express will rely on the input of drones and full cargo aircraft to realize the direct transportation of matsutake mushrooms from the production zones to destinations around the country; in terms of product service, the company will meet the customization demands of clients through the flexible combination of multiple products; in terms of industrial upgrade, the company will realize the integration of multiple industries through exclusive harvesting and packaging services, the seamless integration of cold chain transport networks and aviation resources, and the effective aggregation of production and marketing, guiding the development of the culture and tourism industry through the provision of matsutake mushroom shipping solutions.
Ms. Ding Rongli, Vice President of Yunnan Aviation Industry Investment Group, said the company will continue to utilize the advantages of the province's integrated airport management system to develop and optimize the air cargo market, opening the "bringing local products outside Yunnan, supporting the agriculture industry with aviation logistics" passenger to cargo charter flight routes, making every effort to create a new model of "aviation logistics + specialty products", constructing an "air corridor" for specialty agricultural products in Yunnan to reach the rest of the country.
"The 2nd Shangri-La Matsutake Mushroom Forum" also saw the attendance of Mr. Kong Weihua, Vice Chairman of Yunnan Provincial Journalists' Association and Editor-in-Chief of Yunnan Radio and Television Station, Mr. Sun Dafeng, Vice President of the China Edible Fungi Association and President of Yunnan Provincial Edible Fungi Association, Mr. Chen Jianlian, Vice President of Business Development at SF Group, Mr. Shin Jung-ho from South Korea, who has been working in the field of matsutake mushrooms for more than 30 years, Mr. Yan Tao, food columnist and critic, and Ms. Danzhen Zhuoma, who make her appearance in the first season of A Bite of China harvesting matsutake mushrooms in Shangri-La, who made speeches respectively and participated in the discussion on the enhancement of value chain of the Shangri-La matsutake mushroom industry, the active construction of landmark brands and sustainable development across multiple industries, and the promotion of high-quality development of the matsutake mushroom industry in Shangri-La.
The event also saw the release of the exclusive "Beginning with Matsutake, Going Beyond Matsutake" packing cartons and express delivery sheets featuring exclusive Shangri-La "postmarks". The organizers also commissioned Yunnan SF Express to offer complimentary packaging for shipments of matsutake mushrooms from Diqing Prefecture as well as shipments of relevant products from companies and individuals in Diqing Prefecture. The Bureau of Science and Technology of Diqing Prefecture and SF Express jointly donated 500 backpacks exclusively designed for matsutake harvesting with built-in thermostatic insulation, first aid kits, and multi-toolkits to the people of Shangri-La's matsutake mushroom production areas, ensuring the quality of matsutake mushrooms across the whole production and distribution chain from the harvesting to trading and logistics.
During the event, the Bureau of Culture and Tourism Diqing Prefecture launched the Shangri-La "Going Beyond Matsutake" cultural and tourism promotion, showcasing the breath-taking beauty of Diqing to the guests present at the conference through its culture and tourism promotional video, awarding "Beginning with Matsutake, Going Beyond Matsutake" ambassador honor certificates to individuals who have made outstanding contributions to the promotion of Diqing Prefecture's culture and tourism.
Experts and guests from the edible fungi industry in China, along with more than 20 Chinese news and media organizations including Xinhua News Agency and China News Service attended the event.