Strengthen the brand of Bright Food, pass on the spirit of agricultural reclamation, gather all forces behind the reform

On May 27, 2015, Bright Food (Group) Co., Ltd. (or Bright Food or the Group for short) held the brand of Bright Food and Shanghai Agricultural Reclamation's 65th Anniversary Conference (or the Conference for short). Lv Yongjie, Secretary of the Party Committee and Chairman of Bright Food, delivered a major speech while Dong Qin, President of Bright Food, presided over the meeting. Over 500 people attended the Conference, including people who once worked as agricultural reclamation workers years ago, representatives from the previous generations of the leadership, representatives from the groups of model and advanced workers who have emerged over the years, members of Bright Food's team of worker advisers, representatives from Bright Food's workforce, the members of Bright Food's Party leadership and executive, directors and deputy directors of each department at Group headquarters, senior managers, the members of the Party leadership and executive of each Bright Food subsidiary, directors of such Bright Food functional departments as the Department of Organization, Department of Publicity, the Labor Union, and the Communist Youth League Committee, and directors charged with Party, executive, labor union, and Communist Youth League affairs at some Bright Food subsidiaries.

The Conference started with a video repeatedly played to highlight the major events in Shanghai's agricultural reclamation cause (from 1950 until 2015). One piece of Shanghai's glorious agricultural reclamation history after another, one precious old photo of a scene from the early days after another, and one story about an event from those early days after another... All of them vividly reproduce the long journey on which Shanghai's agricultural reclamation cause has gone over 65 years as it developed. In fact, the video, titled "Love for Agricultural Reclamation - A Bright Dream," represents a magnificent poem written by generations of agricultural reclamation people in their beautiful youth. The entire conference venue was immersed in a solemn, grand, and warm atmosphere, and everyone present at the Conference was full of emotion.

By playing a short video titled "Love for Agricultural Reclamation - A Bright Dream," the Conference announced the "Cultural Message of the Brand of Bright Food." Not only did the Conference review the precious spirit of agricultural reclamation left over from the early days, but it accurately explained the spirit of Bright Food as a brand in the current new period of historic development. At the same time, the Conference showcased for the first time the huge collection of ideas and results collected or obtained through the "General Discussion about the Brand of Bright Food" (or the General Discussion for short), further making clear Bright Food's corporate vision, corporate mission, corporate spirit, corporate values, "8+2" industrial structure, and "12550888500" strategic goal; the Conference also reaffirmed Bright Food's social responsibility and its historical mission, which is to strive continuously toward its goal of "building a food multinational that excels in all areas of business it focuses on, is a leader in the industry, enjoys a significant competitive edge in the market, owns a highly influential brand, and has a workforce characterized by strong cohesion."

As Chairman Lv pointed out at the meeting, the main task of the Conference was to further implement whatever decision had been made in the 3rd and 4th Plenary Sessions of the 18th Communist Party of China (CPC) Central Committee; grasp the essence of a series of major speeches given by General Secretary Xi Jinping of the CPC Central Committee; implement the essence of the 20 Opinions on Reforms in State-owned Assets and Enterprises in Shanghai (or the 20 Opinions for short); carry forward the spirit of the brand of Bright Food; promote the tradition of Shanghai's agricultural reclamation history; consolidate, extend, and practice the results of the General Discussion; make public the cultural message of the brand of Bright Food; gather the cultural force of the brand of Bright Food; and give publicity to the cultural image of Bright Food as a famed brand. It is important to comply with the new requirements set forth by the declared spirit of the brand of Bright Food, deepen the state-owned assets reforms at Bright Food so as to promote its development, bring to fruition the plans made for the Group's 3rd and 4th rounds of efforts to achieve growth, and create a favorable ideological and opinion atmosphere for the drafting of a development plan for the 13th Five-Year Plan period, Chairman Lv said. He also deemed it vital to firmly carry out reforms in state-owned assets at Bright Food and advance its cause by "staying calm, confident, realistic, and ready to assume responsibility," and by making sure that "The single blueprint drawn up will be thoroughly implemented, and so will the single plan developed."

Chairman Lv also said that, to carry forward the spirit of the brand of Bright Food and the excellent tradition of Shanghai's agricultural reclamation cause, the Group had already been organizing the series of activities related to the Conference, including the one in which articles with the message "Love for Agricultural Reclamation - A Bright Dream" as a theme are solicited, a tour of tellers of stories about the brand of Bright Food, and a series of activities hosted on the "527" Bright Urban Vegetable Garden Electronic Commerce Platform. By staging such activities, Bright Food will win over the support of its workforce, increase its confidence in the company, project a favorable image to the public, and enhance its external influence.

In looking back on the brand of Bright Food and the 65-year journey of Shanghai's agricultural reclamation cause, Chairman Lv pointed out that it is vital to not only express strong feelings for the brand of Bright Food and for the agricultural reclamation cause, but also further enhance confidence in the brand across the Group and increase the willingness of the entire company to assume responsibility for Bright Food's cause, strive for a better future for Bright Food, and pursue the Bright Food dreams. According to Chairman Lv, the Group focused on properly organizing two events of concern in the past year. The first one was to launch the General Discussion, an event that has helped enrich the contents of the brand of Bright Food, improve the safety and quality of the Group's food products, and build up the social influence and reputation of Bright Food as a brand. In fact, the Group kept on refining, perfecting, and enriching the cultural message of the brand of Bright Food, and so reaped rich fruits from the General Discussion. It is expected that these fruits will influence Bright Food's development for the next 3 to 5 or even 10 years. The second one was to draft a reform plan for the implementation of the 20 Opinions by going in a strategic direction that can be summarized as "being market-oriented, specialized, international, securitized, and standardized" plus a talent strategy.

Chairman Lv also stressed that the Group should be led by the spirit of the brand of Bright Food and its values, which can be summarized as "Be Passionate, Entrepreneurial, Honest, Diligent, and Tolerant," while continuing to speed up its effort to popularize the new cultural message of Bright Food; that, bearing its "1+3" strategic plan, corporate mission, and development goal in mind at all times, the Group should properly handle its effort to deepen reforms in its state-owned assets by following the "5+1" strategic direction; that it is necessary to step up the effort to increase the cohesion of the Group in the new era and convert the message of "Love for Agricultural Reclamation - A Bright Dream" into a powerful spiritual force that can bring all the Group's people together so that they may jointly fulfill the shared mission and that help advance Bright Food's reform and development cause; that it is vital to strengthen the Group's soft power and build up the cultural spirit of the brand of Bright Food so as to help the Group develop continuously; and that it is imperative for the entire group to make concerted efforts to develop plans for the 4th round of strategic efforts to achieve growth so that an action program can be drawn up that may lead the development of the Group for the next 3 to 5 or even 10 years.

Chairman Lv further pointed out that the Group should spare no effort to achieve all the goals specified in the single blueprint and plan, by letting everyone make concerted efforts toward a reform-driven transformation, greatly improvements in quality and efficiency, strict control coupled with sound management, and steady progress and by sticking to its strategic plans, against a background of deepening reforms in state-owned assets and enterprises. The Group should treat the fruits of its effort to consolidate the masses-centric line through practice as one of its biggest advantages and the achievement of sharing and joint building as one of its biggest responsibilities, he added. It is necessary for the Group's people to refresh themselves, strengthen their resolve, bear the goals in mind at all times, and work hard with vigor; it is also necessary for them to support each other, collaborate with one another across the board, and fulfill their duty thoroughly; it is also vital for the Group to improve its style of work and serve other businesses and its employees. Chairman Lv also pointed out that as the all-around effort to push through reforms intensifies, and under the guidance of the goals set for the "two-hundred-year" period, put forward for the first time by the 18th Communist Party of China (CPC) Central Committee, and the national Belt and Road Initiative, the Group should continue to carry forward the spirit of the brand of Bright Food, pass on the spirit of the agricultural reclamation cause, adapt itself to the New Normal at home and abroad, learn to study any situation as a whole, acquire the ability to operate and think as an international business, try to merge its corporate strategy into the national strategy, keep on pushing through reforms, speed up its effort to go international, and make every effort to bring to fruition the strategic goals set for its 3rd three-year period and give a good start to the Group's strategic goals set for the 4th three-year period, with a view to achieving success in China's New Normal.

President Dong demanded that the Group make concerted efforts to carry forward the spirit of the brand of Bright Food, pass on the excellent tradition of the agricultural reclamation cause, and with renewed vigor further the cause that has been passed down from generation to generation of the Bright Food people, with the aim of carrying forward the spiritual wealth of the brand of Bright Food and building the brand of Bright Food into a leading Chinese food brand that is trusted by every consumer and characterized by excellent safety and quality. It is imperative to put the results of the General Discussion into practice and make the brand of Bright Food bigger and stronger. Working together as one, the group should advance with the times and make bold endeavors and introduce innovations, so as to bring to fruition the strategic goals set for its 3rd three-year period and give a good start to the Group's strategic goals set for the 4th three-year period. And every effort should be made to achieve all the goals specified in the single blueprint and reform plan and the Group's "12550888500" strategic goal, he added.