Aide Food: Half a Century of Aromatic Master Broth, Three Generations of Craftsmanship Crafting a Brilliant Chapter

Taizhou is a vital cradle of China’s private economy. With the daring spirit of "pioneering the unprecedented," entrepreneurs here have forged a path of growth from small to large, from weak to strong. Today, Taizhou’s private economy contributes over 78% of the city’s GDP, more than 90% of its foreign trade volume, over 86% of tax revenue, more than 90% of newly granted invention patents, over 90% of employment, and accounts for over 93% of all enterprises—forming the backbone of Taizhou’s economic landscape. Alongside this growth, the Taizhou Private Enterprises Association and the Taizhou Individual Laborers Association emerged as vital bridges between government and business. They actively represent the interests of market entities, help optimize the business environment, and support enterprise transformation and upgrading—becoming a dynamic force driving Taizhou’s economic development.

On the occasion of the 40th anniversary of the Taizhou Individual Laborers Association and the 30th anniversary of the Taizhou Private Enterprises Association, this official account will feature a series of stories about private enterprises and individual businesses. We look back on their arduous entrepreneurial journeys, share their growth stories, and celebrate their enduring confidence and perseverance.

Aide Food: Half a Century of Aromatic Master Broth, Three Generations of Craftsmanship Crafting a Brilliant Chapter

In Wenling, Taizhou, a pot of master broth has been simmering for more than half a century, steaming with the dedication of three generations of the Jin family and carrying the timeless flavors of the city’s memory. From a pushcart beneath a camphor tree to a modern central kitchen, from serving neighbors to spreading its fragrance nationwide, the growth story of Taizhou Aide Food Co., Ltd. is not only a narrative infused with flavor and perseverance, but also an ode to private enterprises that have risen in resonance with China’s reform and opening-up.

Spring Breeze of the Era Sprouts Beneath the Camphor Tree

In the early 1970s, before the spring tide of reform and opening-up had fully emerged, tender shoots of individual economy had quietly sprouted beneath a camphor tree on Shifuren Road in Shanxiajin Village, Wenling. To make a living, Jin Desheng’s parents, Jin Zhongyou and Cai Xiangfeng, set up a humble stall. A pot of aged broth simmered and gurgled, sending its rich aroma into the daily lives of neighbors—the beginning of the family’s enduring bond with flavor.

In 1991, seizing the national policy encouraging individual and private economic development, Jin Desheng—deeply inspired by his parents’ entrepreneurial spirit—took up the "flavor baton" and founded the first specialty braised food shop. Together with his younger sisters Ai Qing and Ai Qin, and guided by his father’s advice, he traveled extensively to learn from the best culinary traditions, developing dozens of braised delicacies. On a trip to Hangzhou, the sweet scent of osmanthus flowers blanketing the city sparked inspiration. After more than half a month of trials, “Osmanthus Old Duck” was born—an exquisite fusion of floral and marinade aromas, becoming the brand’s first signature product. Later, Osmanthus Beef Shank and Secret Recipe Rolled Pork Intestines followed, astonishing taste buds with their remarkable layers of flavor while preserving the soul of traditional braising.

To expand sales, Jin Desheng led his team to exhibitions and fairs across the country, personally demonstrating his masterful skill of blindfolded beef slicing. Hard work paid off: “Aide Rolled Pork Intestines” was recognized as a “Zhejiang Famous Dish” and “2024 Flavors of Zhejiang Urban Landmark Food.” Jin Desheng became an inheritor of Taizhou’s intangible cultural heritage in braised cuisine, and the company was honored as a “Taizhou Time-Honored Brand.” The aroma from beneath the camphor tree was now reaching a broader market stage.

Preserving Heritage with Craftsmanship, Breaking New Ground with Innovation

For five decades, Aide has remained dedicated to “a pot of exceptional broth” while also embracing change and seeking development. With the careful guidance of the industrial and commercial authorities and the strong support of the Private Enterprises Association, Aide has steadily transformed: in 1994, “Wenling Aide Roasted Braised Food Co., Ltd.” was officially registered, marking the beginning of standardized operations, later upgraded to “Taizhou Aide Food Co., Ltd.”; in 1995, the “Aide” trademark was successfully registered, granting the brand its unique identity; in 2005, a standardized production facility, built with an investment of over 7 million RMB, rose from the ground, replacing traditional manual operations with automated equipment and infusing the time-honored broth with modern support.

From a traditional workshop to a modern enterprise, from flavoring by experience to producing by standard, every step of Aide’s journey has benefited from government backing: the “stock the pond to nurture fish” approach of relaxed market access from industrial and commercial departments provided fertile ground for individual entrepreneurship; market regulators continuously optimized the business environment, resolving enterprise concerns with targeted services; the Private Enterprises Association organized study and exchange programs, enabling Jin Desheng to access advanced management concepts and production technologies, broadening his horizons.

“Without this support, we might still be a small workshop under the camphor tree.” Jin Desheng’s reflection captures the sentiments of countless private enterprises growing amidst the tides of the era. In return, he has dedicated himself to social welfare, actively engaging in initiatives supporting veterans, community service, and educational assistance—embodying the responsibility and commitment of a new-era private enterprise.

Timeless Broth, New Aromas Spreading Far and Wide: Crafting Dreams in a New Era

Today, as consumer markets surge forward, Aide’s new generation of managers has embraced the guiding principle of “staying rooted while branching out,” embarking on a second entrepreneurial journey.

To “stay rooted” is to preserve the essence of craftsmanship. A planned SC-certified modern central kitchen will use automated equipment to precisely control braising temperature, time, and seasoning, transforming three decades of intangible cultural heritage braising techniques into quantifiable data—ensuring every bite retains its signature rich, mellow flavor. Meanwhile, the forthcoming “Aide Braised Delicacies Cultural Experience Hall” will integrate transparent production tours, a braised cuisine culture museum, and DIY experiences, making intangible heritage techniques a tangible cultural consumption experience. This initiative is a vivid response to the national strategy of revitalizing traditional craftsmanship and promoting cultural-tourism integration.

To “branch out” is to forge new development paths. Vacuum lock-fresh packaging breaks spatial and temporal boundaries, allowing Wenling’s braised flavors to travel far and wide; “light braised” snack series cater to the preferences of younger consumers, expanding consumption scenarios; and the development of compound seasonings extends the industrial chain, bringing Aide’s “flavor genes” into more households. These innovations align seamlessly with national efforts to upgrade consumption and unlock domestic demand potential.

From a humble stall beneath a camphor tree in the 1970s, to a limited liability company in the 1990s, and now a renowned brand on its way to the national stage—Aide’s half-century journey is a microcosm of the robust growth of China’s private economy since reform and opening-up. The pot of master broth, passed down through generations, mirrors the great undertaking of reform and opening-up under the leadership of the Communist Party of China: steadfast in its essential mission of “seeking happiness for the people and rejuvenation for the nation,” while constantly infusing new “ingredients of innovation” suited to the new era, growing ever more aromatic with time.

Looking ahead, Aide will uphold its founding aspiration of “brewing great flavor with craftsmanship,” steadily advancing toward the goal of “bringing Taizhou tastes to the nation,” and ensuring that this half-century-old broth fragrance drifts even farther and grows even richer in the new era.

Translator：Jiayang Lin