Shinho: Let the World Remember "the Flavor of China"

"We do not sell to consumers what we won't eat ourselves." Over 20 years ago, when Sun Deshan came to Yantai after having lived abroad for many years, this line has imprinted in everyone's heart at Shinho, and become the internal drive for the company to keep moving forward. we have grown from selling sauce in bags to an industry leader of Yantai and the world. Shinho is leading the upgrade of whole condiment industry in China. Prop up a food safety umbrella. In the 90 's, as China's economy was slowly recovering, feeding oneself was no longer a problem for most of the Chinese families at the time. But since people just got rid of poverty, most of them were clueless about whether their food was safe or nutritious. "A safe diet should be the basic guarantee of every family," Sun, who just returned to look for business opportunities, was deeply concerned about the national dietary conditions then. "Perhaps we start with the simplest things and make life a little better for the Chinese?" "In Sun Deshan's view, eating not only involve health issues of a person and a family, but also the stability of the whole society. As a result, he decided to start from a family staple on the Chinese dinner table - sauce. From ancient China to modern days, "Food is what people live upon" has been an eternal topic in the Chinese society. But today, we need to look beyond the sustenance, and see the importance of food safety. Upon founding, Shinho had a lot of problems - shortage of raw materials, outdated facilities, the public's misunderstanding of products...but none of them has stopped Shinho from moving forward. Shinho sent a specialized team to Japan to study the leading soy sauce fermentation technology, it has also successfully united the suppliers, industry experts and forward-thinking consumers to gradually break the pattern where the soy sauce field was dominated by Japanese brands. During the interview, our reporter also learned that Shinho has been partaking influential events in food safety, which made it a pioneer in food industry in China. The company has established a professional, scientific food safety and security system, not only it has the very first CNAS accredited laboratory in the entire industry, it also maintains a modern food safety management protocol featuring the "from farm to table" Total Quality Management (TQM).

"The sea can hold the water from thousands of rivers, it's big because of its capacity." The saying by Lin Zexu is memorized by Shinho people at heart. Since its inception, Shinho has devoted to all kinds of corporate responsibility events. In addition, Shinho also has been voicing out its own belief through actively engaging in various social activities dedicated to the employees, consumers or impoverished social groups, which is how it contributes to the society. In 2011, Shinho invested three million for the refurbishment project of schools located in Yantai Economical and Technical Development Zone. To recognize Shinho for its contribution for local education, the development zone municipal government decided to award Shinho "Role Model for Making Donation to Education" in 2014. Funding impoverished university students is also a long-standing work of Shinho. In 2012, Shinho Foundation, a charity arm of Shinho, was founded. At the initiation ceremony, 350 thousand yuan was donated, and 13 impoverished college students received their subsidies. This foundation was built for solely education purposes, and especially for college students who come from unprivileged families. Students applications were called by Yantai Charity Federation, and candidates were screened by Yantai enterprises based on family financial conditions and academic performances of them. Since 2012, for the past five consecutive years, Shinho has continued with its efforts on Thansgiving Day - it delivered love and care from the society to orphanages and schools of special needs in various locations of Shandong Province, including Yantai, Dongying, Jining and Heze. During last Thanksgiving, Shinho convened culinary masters from Tianjin and Beijing, as well as representatives from many restaurants in Dongying to visit Dongying Children's Rehabilitation Center, so that autistic children can feel warmth from the society. Moreover, Shinho has also teamed up with National Development Fund to help marginalized areas in Xinjiang and Tibet; partnered with the Global Alliance for Improved Nutrition (GAIN), and the International Centres for Disease Control and Prevention (CDC) Food Fortification Office to solve imbanced dietary problems of different age groups; allied with over 50 organizations to offer direct financial support to the disadvantaged... Speaking of corporate philanthropy, Shinho's Vice General Manager was humble, and said it was not about how much money they donated, but was about giving people a second chance to restart their life.

With China’s social economy in flux, the public's pursuits have shifted from “Eat Full”, "Eat Well", to "Eat Safety" and "Eat Healthily". During this period, Shinho has caught new growing opportunities: it plans lead with a broader perspective while maintaining a committed to improving the food ecosystem, from farm-to-table, every step of the way, including sustainable agriculture, reliable food supply chain, innovative product development, high manufacturing standard, convenient retail channels, exceptional dining experience and all around food education. "We want to guide people to make food choices that are responsible for themselves and the environment through continuous food education." We hope that through promoting food ecosystem, enhancing people's quality of life, and improving the ecological environment, our children and grandchildren can have a more sustainable future. Jiang said that after 20 years, Shinho still adheres to its vision from the beginning, and aims to be a credible and long-standing enterprise. From focusing on condiments to consumers' dinner tables, from a multi-brand strategy that fulfills the needs of different consumers to developing a food ecosystem, Shinho's business is all about family, environment and society. It seeks to lead a movement for healthy living, to set new standards for the industry, and win the hearts of families around the world.