Ruifu Quality Profile | Upholding Quality, Driving Innovation, and Empowering New Vitality—Time-Honored Brands Shine Brighter in “High-Quality Shandong”

Release time:

2026-02-03 16:49

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During the 2026 Shandong Two Sessions, Cui Ruifu, a member of the provincial CPPCC Committee and Chairman of Ruifoo Oil & Fat Co., Ltd., was a guest on “Two Sessions Talk.” How can time-honored brands maintain their authenticity and rejuvenate themselves amid the passage of time? Cui Ruifu offered a powerful answer: by innovating products to meet consumers’ personalized and differentiated needs, time-honored brands must uphold quality to further enhance the reputation of “High-Quality Shandong.”

For “Good Products from Shandong,” quality has never been a cold, impersonal standard—it’s rather the confidence and warmth that have sustained time-honored brands through a century of history. Speaking about the company’s original aspiration, Cui Ruifu expressed unwavering conviction: “Our culture can be summed up in eight characters: ‘Genuine goods at fair prices, honest treatment of both young and old.’ This is our core culture, our guiding principle. For 600 years, our commitment to quality has remained unchanged, and each generation has carried it forward.” This steadfast dedication began in 1408, when Cui Zeshi invented small-mill sesame oil. Over twenty generations, it has steadily evolved—from the simple principles passed down by our ancestors—“ingredients must be top-quality, water must be pure, utensils must be clean, and weights must be accurate”—to today’s meticulous, end-to-end quality control across the entire industrial chain. Such an unwavering commitment to quality has long since become Ruifu Oils’ deeply ingrained genetic code.

Ruifu Oils embeds this unwavering commitment to quality into every single production detail, quietly establishing a robust quality-control barrier from source to end consumer. High-quality sesame seeds are the cornerstone of producing excellent sesame oil. Ruifu Oils has innovatively adopted a workshop-style management model—“seeds + base farms + farmers”—and deeply cultivates premium sesame-producing regions both domestically and internationally. From sesame cultivation to harvesting, we meticulously safeguard the quality of our raw materials throughout the entire process. We consistently adhere to the “stone-mill water-extraction method,” using low-temperature, low-pressure grinding techniques to maximize the preservation of sesame’s natural aroma and nutrients, without adding any chemical solvents, thus retaining its authentic flavor. At the same time, the company has invested tens of millions of yuan in building a high-standard quality-testing center, ensuring that every bottle of sesame oil is fully traceable. With numerous internationally recognized certifications, we have earned market trust through solid, tangible quality—and this reaffirms our original aspiration: “Quality ensures market success; integrity guarantees a bright future.”

The enduring vitality of time-honored brands lies not only in upholding tradition but also in embracing change. Only by truly understanding consumers’ personalized and differentiated needs can these established brands become a part of more people’s daily lives. Cui Ruifu deeply grasps this principle: “The key to consumption is consumer demand—without demand, there is no consumption; without consumption, there is no market. We must continuously meet personalized and differentiated needs through ongoing product development, constantly enhancing food safety standards and improving the nutritional content of our products.” In keeping with the trend of evolving consumer preferences, Ruifu Oils has broken traditional boundaries and is finding new highlights through innovation.

Based on consumers’ diverse needs, Ruifu Oils & Fats has unlocked new possibilities for sesame products. Targeting young people’s convenient and leisure-oriented consumption habits, the company has launched innovative products such as black sesame paste yogurt, seamlessly integrating traditional sesame flavors into trendy lifestyle settings. Deeply rooted in specialized sectors like catering and seasoning, Ruifu has developed compound seasoning sauces and hot pot dipping sauces, bringing classic flavors into everyday meals. At the same time, the company is collaborating with numerous universities to deepen its R&D efforts. While staying true to time-honored traditional techniques, it’s driving automation upgrades and optimizing production processes, ensuring that its products are richer in nutrients and offer an even better taste experience—achieving a gentle fusion of traditional craftsmanship and modern technology.

In the inaugural year of the 15th Five-Year Plan, Ruifu Oils and Fats embraces an attitude of “looking up at the stars while keeping our feet firmly on the ground,” transforming the expectations set forth by the Two Sessions into the driving force for progress. In doing so, it fulfills the responsibilities and commitments of this time-honored brand. “Looking up at the stars means aiming for the international market, setting high standards for quality, and staying closely attuned to consumer needs; keeping our feet firmly on the ground means leveraging the distinctive characteristics of Shandong entrepreneurs—working steadily and with solid dedication.” Today, Cui Zi Small-Mill Sesame Oil has already spread its fragrance across more than 50 countries and regions. With unwavering commitment and continuous innovation, it showcases the allure of Shandong’s premium products and echoes the noble vision of propelling “Made in Shandong” toward “Smart Manufacturing in Shandong,” thereby helping high-quality Shandong products go global.

Only by staying true to our artisanal craftsmanship can we preserve the authentic flavors; only by keeping pace with evolving consumer demands can we go far. Rui Fu Oils and Fats, built upon a six-century heritage, takes quality as its foundation and innovation as its lifeblood. It not only stays true to the original spirit of this time-honored brand but also aligns with the development goals of building a province strong in quality and unlocking consumer potential. As a microcosm of “High-Quality Shandong,” it embodies the integrity and practicality of Shandong’s enterprises, while also pointing out a clear path forward for many other established brands: There’s no need to deliberately chase gimmicks—simply stay committed to genuine quality and truly understand what consumers are saying—and you’ll see traditional brands rejuvenate, continuously enhancing the golden reputation of “High-Quality Shandong” and injecting enduring, solid strength into Shandong’s high-quality development.

Quality Ruifu | The Quality Philosophy of “Cui”

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