Chrysanthemum Creations Build a Future of Fortune for Majiang Locals

I. Project Overview

Majiang County in Guizhou Province has a humid climate and high levels of precipitation. Fragmented land and small fields have limited the development of many industries. However, Majiang's unique karst landscape positions it as an ideal location for the development of herb farming, especially for fresh cut flower businesses and gardens. In line with Nanjing Agricultural University's proposal of "creating brand products to form signature industries with renowned disciplines", we cooperated with various stakeholders to build up the local garden industry. These stakeholders included Majiang County Agricultural, Cultural and Tourism Management Committee, the Majiang County Agricultural, Cultural and Tourism Development Company, Xuanwei Town and Ka'u Village of the county. The result was the construction of a chrysanthemum garden, named "Yao Gu Jiang Cun" (meaning "herb valley in the river-side village"), that has helped to improve local livelihoods.

The garden boasts 400 varieties of chrysanthemums, with 500 mu of which planted for ornamental and tourism purposes and more than 2,000 mu cultivated for edible purposes.

Ⅱ. Project Development Model

The chrysanthemum team provides technical support that covers the introduction of new varieties, provision of guidance and hosting of project training. Meanwhile, the Majiang County Agricultural, Cultural and Tourism Development Company, which funds the project, is responsible for project operations. Lastly, farmers and village collectives play a key part in the construction of the garden and receive dividends through buying shares with land use rights and capital. Such joint efforts have fully enabled the transformation of resources into capital, funds into shares, farmers into shareholders, and technology into benefits. 

Furthermore, the innovation team has formed a one-stop service system for the garden's chrysanthemum business. This system covers various functions, from research and development, and breeding and propagation, to technology promotion, deep processing and sales cooperation. The system has rapidly enhanced standardised chrysanthemum cultivation, industrialised operations, commercialised processing, and sales-by-branding. The result is the creation of a brand-new industrial chain driven by the integrated development of agriculture, culture, industry and tourism.

1.Turning dormant resources into active capital

Rural assets including farmers' contracted farmland, collectively owned hilly and forest lands have been pooled and converted into shares, turning individual farmers into shareholders to gain dividends from the operation of the garden. Thus various resource elements have been fully utilised, creating a synergy effect conducive to the success of agribusinesses.

2. Turning idle capital into pooled shares 

Centralised investment, industry-driven development and mass participation are actions that have been taken to benefit farmers and boost their incomes. As a result, scattered capital has been turned into share capital, which has contributed to scaling up industries and promoting rural development. Such achievements have brought a whole new meaning to the phrase "many a little makes a mickle" for local farmers.

3. Turning individual farmers into thriving shareholders 

Significant capital flow has emerged within the flower market as a result of efforts to facilitate large-scale, industrialised and market-oriented development, and empower farmers to move away from traditional agriculture. Such actions have also increased farmers' shares of gain in land value, helping them increase their incomes and enhance their quality of life. 

4. Taking advantage of science and technology to equip farmers in developing their county

The development of chrysanthemum-based products such as tea, wine, cake, lipstick and toiletries has brought many success stories to Majiang. For example, the county has been able to activate its local farmer-driven "garden economy" and enhance traditional agricultural consumption levels. As a further result, local specialty products have taken off, including peanuts, sweet potatoes, millet, Dangshen (i.e., Codonopsis pilosula) and wild vegetables. Lastly, local homestay and farm stay hosts have reaped the benefits of the booming garden businesses thanks to spikes in tourism.

Ⅲ. Project results and outputs, description and impact of beneficiaries

By the end of 2021, the Yao Gu Jiang Cun chrysanthemum garden had attracted more than 1.5 million visitors and driven the local tourism revenue to more than 200 million yuan. Meanwhile, 26 cooperatives have emerged and flourished as a result of the local garden industry's development, and 325 households have benefited from it, with an average annual household income increase of 12,000 yuan. Lastly, the garden has become a popular spot for taking snaps for social media, giving Xijiang's picturesque One-Thousand-Household Miao Village a run for its money and further encouraging flows of tourists. 

Ⅳ. Replicability and recommendations for other counties across China 

The poverty alleviation model followed during Majiang's development of agriculture, culture and tourism can be replicated and extended in other areas across China. Impoverished areas with a certain amount of land, manpower, capital and resources can facilitate cooperation among various stakeholders with relevant expertise.  

We recommend that poverty-stricken counties focus on launching industrial assistance projects and creating a long-term assistance model that encompasses agriculture, culture and tourism. These actions are not only bound to result in sustainable agricultural development and rural modernisation, but also motivate locals to link their achievements with China's nationwide poverty alleviation and rural revitalisation campaigns.

For more information, please contact WFP China COE (wfpcn.coe@wfp.org)

Ralated Link:

Radiant Chrysanthemums Brighten Futures in MaJiang County

http://www.wfpchinacoe.net/2022-11/18/content_78524291.shtml