As the saying goes, "Food is the first necessity of the people; safety is the first priority of food." Food safety is not only closely related to individual health and life safety but also a top priority concerning national welfare and people's livelihood.

The social responsibility of food companies concerns every consumer's dietary safety and nutritional health. For enterprises, ensuring food safety is an unbreakable red line. Similarly, from the consumer's perspective, safety is the minimum requirement for food consumption, directly related to their health and even life. Therefore, consumers should also enhance their understanding of food safety and increase their knowledge of food safety.

Especially for teenagers still in school, their awareness of food safety is relatively weak, and they often overlook the safety of food because it tastes good.

Improving teenagers' food safety literacy is a crucial part of advancing food safety construction. For leading food companies, it is not only necessary to ensure product safety but also to shoulder the social responsibility of cultivating food safety awareness among teenagers.

I have noticed that some food companies are already actively practicing this.

Recently, Master Kong, a leading enterprise in the FMCG industry, specially customized food safety courses for teenagers online and held a "Food Safety Protection Action" on campus offline. Through entertaining and educational methods, they went deep into schools to convey more food safety knowledge to children.

01 Online: Customized Video Courses Dialogue with Teenagers on Food Safety

Although food safety management is often the responsibility of the food industry's self-discipline and national regulatory agencies, in fact, the food safety awareness and scientific participation of the "next generation" are equally crucial.

As a leader in the food industry, Master Kong has consciously taken on this responsibility.

In April this year, the Ministry of Education issued the "Compulsory Education Curriculum Plan" and released the "Compulsory Education Labor Curriculum Standards (2022 Edition)", elevating labor courses to the status of an independent course in primary and secondary schools. Students need to learn life skills including cooking and nutrition, cleaning and hygiene, and organizing and storage.

Master Kong actively responded to national policies by combining food safety with labor courses. Together with senior scientific experts in the food industry, it launched a series of public online food safety video courses called "Inviting Beneficial Teachers Public Welfare Classroom".

The courses cover topics from common knowledge and misconceptions about food safety, to nutritional and healthy food pairing, and to the nutrition and cooking of staple foods, allowing students to have a more comprehensive understanding of food safety knowledge in daily life.

Prior to this, Master Kong had already produced multiple video online courses, such as "Food Safety Cloud Classroom", "Space Gourmet", and "Parents and Children Together: Food Safety and Health in the Post-Pandemic Era".

Why does Master Kong produce so many online public courses?

First, to deepen the breadth of content and enhance cognition. Rich and comprehensive content allows teenagers to have a more complete understanding of food safety, thereby deepening their memory of food safety knowledge and enhancing brand trust.

Second, from a marketing perspective, video dissemination has a wider reach. Through this innovative digital education method, Master Kong breaks geographical limitations and allows more students and parents to see these courses.

02 Offline: Going Deep into Schools Science Popularization + Practice Deepens Cognition

In addition to rich online courses, Master Kong is also actively promoting food safety education on campus offline. Through interactive experiences, it communicates deeply with students, combining science popularization with practice to make it more interesting and vivid.

For example, it holds food safety science exhibitions on campus, setting up health knowledge areas, delicious imagination experience areas, VR experience areas, and colorful interactive experience areas, integrating food safety knowledge into fun games, high-tech VR videos, interactive Q&A, and other forms. It uses content and methods that students like to deliver key knowledge, repeatedly emphasizing through multiple participation modes to form strong memory points.

At the same time, Master Kong also arranges food safety science courses offline, inviting expert teachers to have in-depth dialogues with students face-to-face. They explain food safety knowledge and the characteristics of instant noodles from the shallower to the deeper, as well as the food safety technology contained in Master Kong instant noodles.

At the end of the course, students have a special homework assignment: with the help of their parents, make their own "first bowl of noodles in life". Only after doing it themselves will students understand that eating a bowl of noodles and cooking a bowl of noodles have different meanings and feelings.

Through a series of activities of "seeing, learning, and doing", the goal of teaching through fun is truly achieved, allowing students to gradually form recognition of the category and brand while learning food safety knowledge.

03 Continuously Cultivating Food Safety Education, What is the Thinking Behind Master Kong?

It is hard to imagine that a food company has been persistently engaged in food safety education for teenagers. What is the consideration behind Master Kong's actions?

In my opinion, it can be analyzed from three perspectives: product, industry, and society.

From the product perspective, it is a manifestation of deepening brand preference. First, through systematic offline courses and interactive experience activities, it repeatedly penetrates category and brand information.

Then, through online public courses, it allows students to deepen their correct understanding of the instant noodle category while learning food safety knowledge, conveying the concept that instant noodles are one of the staple foods in daily diet.

Finally, through the after-class practice of "cooking noodles", it constructs a family noodle-eating scenario, making teenagers fall in love with eating noodles. At the same time, it deepens Master Kong's brand recognition in teenagers' minds, thereby achieving brand preference penetration for future core consumers.

From the industry perspective, it is driven by demand transformation. China's food industry has undergone earth-shaking changes in the past 30 years, with the most typical feature being the shift in consumer demand from "eating enough" to "eating well".

The primary prerequisite for "eating well" is to eat safely, and food quality and safety have become the lifeline of enterprises.

Since the company's establishment in 1992, "attaching importance to food safety" has always been placed first in Master Kong's development philosophy and is regarded as the "foundation for survival".

From managing vegetable bases at the source, building a joint innovation R&D center, docking with leading aerospace food safety systems, and using safe and reliable aerospace FD freeze-drying technology, Master Kong has been continuously exploring innovative ways to build food safety.

Master Kong's food safety education essentially emphasizes this point. Through food safety education, teenagers also learn about Master Kong's technological innovations in food safety during the learning process.

From the social perspective, it is a manifestation of the company's fulfillment of social responsibility. The maintenance and improvement of food safety standards require the leading demonstration of industry leaders, and food safety also requires social co-governance.

This is also what Master Kong has been persistently doing for many years. On the one hand, it actively participates in various public welfare activities to enhance teenagers' food safety literacy, giving back to society.

On the other hand, it continuously develops food safety technology, consolidating the defense line of food safety for all products through technology empowerment and sharing.

I believe that in the future, Master Kong will go further on the road of food safety construction.