Editor's note: Shandong province in East China has cultivated a range of well-known brands across several sectors including manufacturing, tourism, culture, agriculture and food. The "Friendly Shandong, Remarkable Shandong" brand strategy has increasingly become a key engine for driving the province's high-quality growth. China Daily is publishing a series of stories to display various renowned brands, specialties and handicrafts in Shandong. 

Yellow River estuary rice is a specialty from Kenli district of Dongying in Shandong province. It has been identified as a geographical indication agricultural product by the Ministry of Agriculture.

The rice grown in the Yellow River estuary area of Kenli district in Dongying. [Photo/WeChat account: ZSKENLI]

The rice has the characteristics of "plump grains, crystal-clear color, strong stickiness with a sweet and fragrant taste".

Combining the advantages of southern and northern rice varieties, Yellow River estuary rice also meets the health standards of the Ministry of Agriculture for pollution-free rice.

In 1964, in order to fully utilize the Yellow River water resources and improve the production conditions in the area, the Ninghai Commune in Kenli district successfully experimented with rice cultivation.

In the 1970s, rice cultivation in Kenli gradually expanded to other townships.

An aerial photo of the rice grown in Kenli district of Dongying. [Photo/WeChat account: ZSKENLI]

In 1989, the first rice demonstration farm in Shandong was established in Kenli, focusing on large-scale paddy field development, high-quality seed breeding, and technological research.

In 2011, the total rice production area in the Yellow River estuary area of Kenli reached 13,334 hectares, and a total output of 75,000 metric tons.

Now the brand value of the Yellow River estuary rice is 1.09 billion yuan ($149.67 million).