In the early winter of Xing'an League, Inner Mongolia, the rice fields in Sanhe Village, Ulanhot City, have been harvested. Inside Zhang Haifeng's rice production factory, machines hum loudly, filling the air with the rich aroma of freshly processed rice. Recently, we visited Zhang's rice processing enterprise to learn about his two-decade journey of building a "Rice Dream Factory."

Twenty years ago, 20-year-old Zhang Haifeng joined his father's rice mill. Witnessing his father use a single processing machine to serve local farmers, Zhang envisioned reforms. "I advocated for new management and operational concepts. After multiple discussions, my father allowed me to give it a try," he recalled.

In 2011, Zhang established the Ulanhot Sanhe Village Organic Rice Planting Cooperative, upgrading equipment, improving packaging, and implementing modern management practices. By year-end, the cooperative had turned a profit of 100,000 yuan. "Sanhe Village boasts fertile soil, a mild climate, abundant sunshine, and excellent water quality—ideal conditions for rice cultivation," said Zhang, a native of the village who holds deep affection for the land.

But Zhang's vision extended beyond personal success. His goal was to help fellow villagers achieve prosperity without leaving their hometown. Through a "contract + guaranteed purchase" model, the cooperative standardized rice cultivation—from seed selection and planting to harvesting and processing—while providing unified technical guidance and training. Today, the cooperative partners with over 1,000 households, covering more than 10,000 acres of farmland. Farmers receive prices above market rates, increasing their income by at least 100 yuan per mu.

"With scale achieved, quality must follow," Zhang emphasized. He focused on sustainable organic farming to enhance rice quality. By developing high-standard farmland with improved infrastructure, Sanhe Village transformed ordinary fields into productive, resilient, and eco-friendly "quality farmland."

As consumer preferences shifted from quantity to quality, Zhang introduced new rice varieties and expanded the industry chain. "We trial locally suitable strains from Yuan Longping’s research station, with 'Xinglong No. 1' being our top seller," he noted. To combat soil degradation from traditional farming, Zhang adopted ecological techniques like rice-fish co-culture, which enriches soil while boosting yields.

The cooperative's branded rice, "Grassland Sanhe," now reaches markets in Beijing, Shanghai, Guangzhou, and beyond. Recently, Zhang upgraded facilities, including a 50,000-square-meter factory with a rice museum and advanced Japanese processing equipment, doubling production capacity. The new space also supports immersive experiences for e-commerce livestreams and short videos.

"Collaborating with external teams for online sales is just the start," Zhang shared. "Next, I’ll build our own livestreaming team to showcase every step—from seedlings to processing—ensuring transparency and trust for customers." Zhang’s vision for the future blends tradition with innovation, bringing the story of Sanhe Village’s rice to screens nationwide.