Nourishment Science Feeds Functional Pigs: Deng Guoyong's Pig-Farming Story in Qijiang, Chongqing

What magic happens when a pharmacist trained in medicine applies nutrition science to the pig-farming business?

Deng Guoyong's practice tells us: one jin of pork can sell for 200 yuan, and even the cheapest leaf fat costs 88 yuan per jin!

How did he do it? Build a "insulated eco-friendly pig house" for the pigs, letting them grow up happily; feed them nutritionally, doubling the phospholipid content of the pork; patents plus branding, achieving his high-end market.

Deng Guoyong, a native of Nanchong, Sichuan, graduated from Shenyang Pharmaceutical University, obtained his licensed pharmacist qualification in 1995, and served as a senior executive at two listed companies. Now, in the mountain forest of Shangbang Village, Dongxi Town, Qijiang District, Chongqing, at an altitude of about 1000 m, he has become a modern "pig man," and the reason was "deep love for his daughter."

It turns out that 4 years ago, to add dietary nutrition for his daughter who was in her senior year of high school, Deng Guoyong searched everywhere for "good remedies." He spent more than 5000 yuan to buy Laiwu black pork from Shandong, and the more his daughter ate, the happier she became. The "pharmacist" father became even more convinced that the phospholipids rich in Laiwu black pork are extremely valuable. So he began his dream journey of becoming a "pig man" and raising Laiwu black pigs in Chongqing.

In September 2013, in the fresh-aired mountain forest of Shangbang Village, Deng Guoyong built an "original ecological pig farm" for the pigs, and the first batch of more than 300 purebred Laiwu black pigs moved in. Each pig house had a "dining room" and a "bedroom," and even a special "balcony" for the pigs to stroll and sunbathe. The roof of the pig house was covered with nutrient soil, which could both grow vegetables and provide insulation. This "insulated eco-friendly pig house" obtained a national utility model intellectual property patent.

To let the pigs grow healthily, Deng Guoyong insisted on selecting good grain feed, mixing corn, wheat bran, alfalfa grass, and rice bran according to nutritional ratios, and feeding them fermented raw materials. With such good eating and sleeping, the phospholipid content of the black pork increased by more than 10% compared with ordinarily farmed pigs. His developed "feeding method for increasing pork phospholipid content" and "feeding method for reducing pork cholesterol" obtained patents.

Pigs enjoying such "luxury" seemed in no "hurry" to gain meat; from birth to market, they actually had to "eat and drink freely" for 18 months. Deng Guoyong said that for a Laiwu black pig of about 240 jin, the direct farming cost was more than 5000 yuan, equivalent to 3 times that of ordinary pigs. As a result, the price of black pork also had to be much higher.

In early 2015, the first batch of pigs Deng Guoyong raised was ready for market. He opened a sales store near a key middle school in Chongqing's main urban area, hoping to let more people share his daughter's growth experience. But after 3 months, business was dismal. No wonder, with such a large price gap, why should anyone buy?

"This pig is not that pig! We must build a brand!" As soon as Deng Guoyong's "Fulingzi" trademark was registered, the black pork immediately became famous. Through a "signed free tasting plan," two months later, more and more consumers took the initiative to buy black pork. In a short time, Deng Guoyong suddenly had more than 400 member customers, with monthly sales reaching more than 2000 jin.

In March this year, Deng Guoyong obtained a "Scientific and Technological Achievement Evaluation Report on 'Key Farming Technology for Functional Pork Rich in Phospholipids'" issued by an expert group from China Agricultural University, the Chinese Academy of Medical Sciences, the Chinese Academy of Agricultural Sciences, and the Science and Technology Development Center of the Ministry of Agriculture. This report affirmed his scientific farming and rolled out the red carpet for his path as a "modern pig man."

"At the current rate of member growth, by early next year fixed customers can reach more than 3000, and monthly sales will exceed 1.5 million yuan." Deng Guoyong said that the current 1500 black pigs on hand can at most meet market demand for two years. His new plan is to join with surrounding farmers to make "Fulingzi" bigger and stronger.