Henan Xurui Food Co., Ltd.
Release time:
2026-06-05
Henan Xurui Food Co., Ltd. was established in May 2009 with a registered capital of RMB 60 million. Located in Danie Village, Sanyang Township, Wuzhi County, the company is a limited liability enterprise integrating duck breeding, feed processing, meat duck farming, frozen product processing, cooked food production, and sales. The company currently employs over 900 staff members, including 68 technical personnel and 25 mid-level managers. It has been recognized as a leading agricultural industrialization enterprise in Henan Province, part of the Wuzhi Xurui Livestock and Poultry Industrial Cluster, a Henan Provincial Engineering Technology Research Center, a council member of the China White Feather Association, a science-and‑technology‑oriented small and medium-sized enterprise in Jiaozuo City, a Jiaozuo City Enterprise Technology Center, and a member of the Wuzhi Meat Duck Innovative Agricultural Industrialization Cluster Collaborative Innovation Alliance. The company regards product quality as its lifeblood and has successively obtained ISO 9001 certification for its quality management system and HACCP certification. Adopting an industrialized business model of “company + base + farmer,” the company uses its own free-range Cherry Valley meat ducks as raw materials. Through slaughtering and processing, it produces dozens of varieties within the “Huai Fu Health‑Preserving Duck” frozen product line, which are sold far and wide to more than twenty provinces and municipalities, including Chengdu, Shanghai, Chongqing, Hunan, and Guangdong. Its products enjoy consistently strong demand, with supply falling short of market needs. By employing hybridization techniques and conducting rigorous assessments of production performance, reproductive capacity, disease resistance, and slaughter characteristics, the company has developed the Yellow River Native Duck, a product that has received widespread acclaim since its launch. The company has built and put into operation the “Henan Cherry Valley Meat Duck Breeding and Processing Engineering Technology Research Center,” which was officially approved and accredited by the Henan Provincial Department of Science and Technology in 2013. The center is staffed by eight full-time research and management professionals, including three master’s degree holders, one doctoral degree holder, and one researcher with professional titles, along with five visiting researchers. Currently, the center is undertaking three provincial and municipal scientific research projects, has filed 24 national patent applications, and holds two authorized patents. To extend its existing industrial chain, effectively manage food safety, and enhance the performance of its agricultural industrialization operations, the company has invested an additional RMB 45 million to construct a “20,000-ton per year cooked chicken and duck products project.” Under the brand names “Tang Lao Ya” and “Ya Tou Pi Zi,” the project leverages local tourism resources and regional specialties to develop four series of leisure gift products featuring chicken and duck dishes infused with traditional Chinese herbal remedies. These products have already been successfully distributed through major supermarket chains across numerous cities. To strengthen brand competitiveness and foster regional brand development, while promoting consumption of fresh cooked foods, the company has established four directly operated specialty stores in Jiaozuo, supported by cold-chain logistics. Additionally, it has entered key retail chains such as Wuzhi Pangfaxiang, creating 400 new jobs and generating an annual demand for 110 million packaging units. By sourcing locally, this initiative has also created nearly a thousand additional employment opportunities in the packaging industry, while simultaneously boosting related sectors like transportation and catering, adding close to 2,000 new jobs. At present, the company operates smoothly with robust growth momentum. It has formulated a long-term vision: first, positioning itself as a leading agricultural industrialization enterprise that builds a reputable livestock brand, emphasizing limitless service, centered on Henan Province, and expanding nationwide under the “Huai Fu Health‑Preserving Duck,” “Xu Bai Rui,” “Tang Lao Ya,” and “Ya Tou Pi Zi” brands; second, establishing long-term strategic partnerships, learning from advanced corporate management practices, cultivating core competencies, leveraging comprehensive strengths, fostering mutual cooperation, playing to strengths while mitigating weaknesses, and pursuing steady progress; third, continuously optimizing product quality, implementing scientific management, staying at the forefront of the industry, maintaining a forward-looking perspective, and relentlessly striving to achieve the business goals of “increasing agricultural efficiency and farmers’ incomes,” rapidly growing into a sizable enterprise with a distinctive corporate culture in the Central Plains region. With the rising sun and auspicious prosperity spreading across the world, the passionate people of Xurui eagerly anticipate broader opportunities to showcase their skills, realize their aspirations, and contribute even greater achievements to society.
Henan Xurui Food Co., Ltd. was established in May 2009 with a registered capital of RMB 60 million. Located in Danie Village, Sanyang Township, Wuzhi County, the company is a limited liability enterprise integrating duck breeding, feed processing, meat duck farming, frozen‑product processing, and the production and sale of ready‑to‑eat products. The company currently employs over 900 staff members, including 68 technical personnel and 25 mid‑level managers. It has been recognized as a leading agricultural industrialization enterprise in Henan Province, a member of the Wuzhi Xurui Livestock and Poultry Industrial Cluster, a Henan Provincial Engineering Technology Research Center, a directorial member of the China White Feather Association, a science‑and‑technology‑oriented small and medium-sized enterprise in Jiaozuo City, a Jiaozuo City Enterprise Technology Center, and a participant in the Wuzhi Meat Duck Innovative Agricultural Industrialization Cluster Collaborative Innovation Alliance. The company regards product quality as its lifeline and has successively obtained ISO 9001 certification for its quality management system and HACCP certification.
The company operates an industrialized business model of “company + base + farmer,” using its own free-range Cherry Valley meat ducks as raw material. Through slaughtering and processing, it produces dozens of frozen products under the “Huai Fu Health‑Preserving Duck” brand. Its products are sold far and wide to more than twenty provinces and municipalities, including Chengdu, Shanghai, Chongqing, Hunan, and Guangdong, enjoying robust year‑round sales and consistently outpacing supply. Furthermore, by leveraging hybridization techniques and conducting rigorous assessments of production performance, reproductive traits, disease resistance, and slaughter characteristics, the company has developed the Yellow River Native Duck, a variety that meets market demand and has received widespread acclaim since its launch.
The company has established and put into operation the “Henan Provincial Engineering Research Center for Cherry Valley Meat Duck Breeding and Processing,” which was officially recognized and awarded a plaque by the Provincial Department of Science and Technology in 2013. The center employs eight full-time research and administrative staff, including three with master’s degrees, one with a doctorate, and one holding a professional title; it also hosts five visiting researchers. Currently, the center is undertaking three provincial and municipal scientific research projects, has filed 24 national patent applications, and has been granted two patents.
To extend the existing industrial chain, effectively ensure food safety, and enhance the performance of agricultural industrialization, a new investment of RMB 45 million has been allocated to build a “20,000-ton-per-year cooked poultry products project.” The initiative has launched branded products under the “Tang Lao Ya” and “Ya Tou Pi Zi” labels, leveraging local tourism resources and regional specialties to develop four major series of chicken and duck products as leisure‑style gift items. Currently, these products have been successfully distributed across major urban supermarkets and retail channels. To strengthen brand core competitiveness and foster regional brand development, and to further stimulate consumption of fresh, ready‑to‑eat products, the company has established four directly operated specialty stores in Jiaozuo, supported by a cold‑chain logistics network. Additionally, the brand has successfully entered Wuzhi’s Pang Faxiang chain of supermarkets. This production line has created 400 new jobs, increased annual packaging material consumption by 110 million units, and, through localized procurement, generated nearly 1,000 additional employment opportunities in the packaging industry. At the same time, it has spurred growth in related sectors such as transportation and catering, adding over 2,000 new jobs.
At present, the company is operating smoothly and enjoying strong growth momentum. We have formulated a long-term vision: first, to position ourselves as a leading agricultural‑industrial enterprise that builds a renowned brand in the livestock sector, embracing an unwavering commitment to service; centered in Henan, we will expand our operations across China, establishing the “Huai Fu Health‑Preserving Duck,” “Xu Bairui,” “Tang Lao Ya,” and “Ya Tou Pi Zi” brands. Second, we will forge enduring strategic partnerships, adopt the advanced management practices of leading companies, cultivate our core competencies, leverage our comprehensive strengths, foster mutual cooperation, capitalize on our advantages while mitigating weaknesses, and pursue steady progress with determination. Third, we will continuously enhance product quality, refine our management systems, stay at the forefront of the industry, maintain a forward‑looking perspective, and strive for ongoing improvement—always guided by the business mission of “enhancing agricultural efficiency and increasing farmers’ incomes.” Our goal is to rapidly grow into a company of considerable scale and rich corporate culture in the Central Plains region. With the rising sun heralding a bright future and auspicious prosperity spreading far and wide, the passionate team at Xu Rui looks forward to a broader stage where they can showcase their skills, realize their aspirations, and contribute even more outstanding results to society.
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Address: Dainie Village, Sanyang Township, Wuzhi County, Jiaozuo City, Henan Province
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