Perfectly clear, environmentally green as grass

I have a confession to make. I don't usually get drunk but I did recently when I visited Maotai town in northern Guizhou province. However, it's not quite what you think.

I didn't quite succumb to the intoxicating spirits and sirens of China's national drink but was on a natural high experiencing the beauty of the town and its surroundings along the Chishui River. Never again when I see one of those distinctive white bottles with the diagonal stripe will I think merely of the liquid treasure inside. I will also think of the beauty of the Maotai town area and the contributions that the Kweichow Moutai has made to it as one element of its very significant commitment to its corporate social responsibility (CSR).

Frankly, I don't think that most people know about Moutai's CSR. This puzzles me because numerous studies have shown that being a good corporate citizen and letting stakeholders know about CSR efforts goes right to the bottom line. And at Moutai, CSR is part of the company's DNA. According to Yuan Renguo, Moutai's chairman, the group always adheres to sustainable development and social responsibility in an organic way.

Not everyone will visit Maotai town, but they should because it's China's Camelot. It's a magnificent place built sip by sip. It's emblematic of the company's commitments to its workers, neighbors and visitors. As they say, charity begins at home.

Moutai is a crystal clear liquid but did you know that it's also green? Chairman Yuan says that "ecology is at the root of Moutai". Accordingly, the company has made great efforts to improve the local residents' living conditions to create a clean, tidy, beautiful and livable town.

Meanwhile, the Moutai Group has paid great attention to the protection of its water source, which is also the soul of its local and regional beauty. As Yuan has said: "To date, there is not one chemical plant within 100 kilometers in the upper reaches of the Chishui River, which is also far from industrial and mineral construction." Since 2014, Moutai has pledged to invest 50 million yuan ($7.5 million) annually to protect the river's environment for a decade. If there ever was a textbook example of Adam Smith's invisible hand, this is it: business serving its own self-interest and benefitting the commonweal.

Moutai adheres to insuring food safety from fields to factories, and has established a "green supply chain" system. This includes green acquisition of production resources, green supply, green machining and green recycling. This ensures the green, organic and healthy quality of Moutai, and at the same time helps realize sustainable development in nature.

Moutai's CSR contributions don't stop at the border of the town or at the banks of the Chishui River. The company has made huge investments into fields such as culture, sports, education, as well as local infrastructure construction, charity and social support.

Moutai assisted quake-hit regions such as Yushu and Wenchuan as well as drought-stricken areas. It has supported Hope Primary Schools and the Canteen of Hope Project, as well as providing financial assistance to college students in need. In fact, since the 11th Five-Year Plan (2006-2010), Moutai has invested 1.4 billion yuan in commonweal undertakings. For the past five years, they have supported 20,000 students by providing 100 million yuan annually. Meanwhile, Moutai has received many accolades for its exemplary corporate citizenship.

So next time you have an opportunity to partake of this liquid gold of the highest standards with such a rich history, don't just think of the exquisite taste. Remember how you and Moutai are making a better, greener world one ganbei at a time.

The author is a freelance writer from the United States of America.

harvardfella@rocketmail.com

(China Daily 07/28/2016 page12)