Brand Story

It Is known to all that Japanese people have extraordinary affection and sufficient research about mushrooms.

During a China - Japan communication activity in the 1990s, several mushroom experts from the Shanghai Academy of Agricultural Sciences took interest in the rapid development of the industrialization of edible fungi in hypsizigus marmoreus area, whereas China had no experience in such a field at that time.

After the activity, the team formed by Dr. Yingjie Pan, Dr. Qi Tan, Dr. Zhiyong Feng, Dr. Mingjhie Chen, and Dr. Hui Cao started their own research on “hypsizigus marmoreus”. After several years, our own patent strain was successfully invented. One expert from the Shanghai Academy of Agricultural Sciences Institute of Edible Fungi suggested that: Since we spent a lot of effort in researching and making the mushroom, let us give this kind of mushroom a great Chinese name. After carefully tasting it, I think it is as fresh and delicious as hairy crabs, so how about calling it brown shimeji? Since then, brown hypsizigus marmoreus has a new name in China: brown shimeji.

In 2000, a patriotic investment team (Mr. Minhui Wu and Mrs. Wenhong Zhang) met the 5 doctors by chance. They were deeply touched by the dreams to create the Chinese modern edible mushroom industrialization of the scholars. They reached a consensus, and built factories together to convert the research result of “hypsizigus marmoreus” to high-quality, salable agricultural products, becoming the first agricultural enterprise with factory-like hypsizigus marmoreus cultivation. In the meanwhile, the scientific research and exploitation of hypsizigus marmoreus also go deeper and deeper.

The meaning of 鲜菇道’s logo

鲜菇道 uses the unique traditional calligraphy in China in the logo, reflecting the long history of the mushroom culture. There are three words in the brand, and represent “fresh”, “tasty”, and “inherited”. 鲜菇道 respects tradition, has the courage to innovate, dedicates to producing fresh mushrooms. There are three implications of the Chinese word “道” in its brand’s name:

1. The cultivation approach of its products;
2. The management approach of the enterprise;
3. The health preservation approach of its foods.

The meaning of Finc’s logo

Green stands for energy and vitality. It also represents that as a modern agricultural enterprise, Finc started the factorization of Chinese edible mushroom cultivation, which has a promising future.
Orange stands for happiness and well-being, which are all humans’ pursue. It is also the development direction of Finc. Finc devotes to continuously providing innovative and healthy products to fulfill people’s needs and aspirations for high-quality life like the green plants chasing the sun.

Finc’s brand introduction

　　Finc was founded in Shanghai in 2001. The meaning of “Finc” in Chinese is: adopting the fine tradition of Chinese ancient mushroom culture, using modern technology, stimulating the original ecology, cultivating Chinese rare edible fungi, and carrying forward the Chinese mushroom culture.

　　Since its inception, Finc has won favorable comments from the consumers and is well received by the overseas market by its ambition and persistent efforts. Under the intense competition between edible fungi right now, Finc is always the symbol of reputation and quality in the industry.

The brand’s introduction of Freshmore

Freshmore is the brand for Finc’s overseas products. The products have been successfully sold to 57 countries including European Union, United States, Australia, Singapore, Malaysia, Thailand, South Africa, and Israel. Freshmore focuses on high-quality lifestyles for the overseas market and provides premium quality, fresh, healthy, and nutritional mushrooms abroad. It is also the green agricultural products brand certified by the GAP in the early days. The slogan of Freshmore is “health, your choice!”

Marketing Strategy

In 2001, Shanghai Finc Biotechnology Inc was established in Shanghai Fengxian District. With 2 billion CNY investment, Finc set up 6 intelligent factories in Shanghai, Qingdao, Qinhuangdao, Chengdu, Greater Bay Area, and the United States (in preparation). Finc planned to build more than 2 intellectualized mushroom farms in every factory. After 21-year product development and innovation, Finc realized double breakthroughs in production capacity and technology of the hypsizigus marmoreus, and devote to industrial development, cultivation, manufacture, and Internet platform in the future. Finc, along with scientists and professional workers around the world, will guarantee that consumers can eat delicious, nutritional, and safe brown shimeji、white shimeji、hatake、maitake and so on.

Brand Story

Marketing Strategy

Strategic Cooperation