CCTV News conducted an in-depth on-site investigation of the full supply chain of CHINA FEIHE (06186) on August 16, hosting a live broadcast titled "Trace the Purity, Discover the Fresh Vitality." Hosts Nigemaiti and Ma Fanshu visited the Kedong and Heping pastures, the Kedong factory, and the Harbin Smart Industry Park, joining CHINA FEIHE Chairman Leng Youbin, Chief Scientist Jiang Shilong, brand ambassador Tang Yixin, fitness expert Liu Genghong, and parenting authority Cui Yutao. The broadcast presented the entire journey from raw milk to finished product, allowing consumers to witness the highest standards of safety and nutrition firsthand.

The live stream began by addressing a common parental concern: ensuring a child's healthy growth. It answered the question of what truly constitutes pure, safe, and fresh nutrition. CCTV's cameras showcased the complete supply chain from pasture to packaging, making the concept of "freshness" a tangible experience that consumers can verify via QR code scanning.

Where does the journey begin?

The first stop took viewers to the golden milk source belt at Northern Latitude 47° in Qiqihar, an area of pristine ecology nurtured by millennia-old black soil. This is the starting point for CHINA FEIHE's commitment to purity. The pasture is located near the Zhalong Wetland, a habitat for the rare red-crowned crane, which only settles in the purest environments. The region boasts the world's only 0.1% remaining ancient black soil belt, natural cold mineral springs, and air with negative oxygen ion levels 30 times higher than WHO standards. This unique climate provides an ideal environment for forage growth and dairy cattle health, with the cranes serving as a testament to the quality of the milk source.

CCTV captured the meticulous management of CHINA FEIHE's dairy cattle, described as "raising cows like raising children." Nutritionists prepare custom feed blends, including naturally alkaline cold mineral water rich in over 30 trace elements. Temperature-controlled barns feature sand and 25cm thick fresh rice husk bedding, with calves having individual pens. Each cow wears a smart collar to monitor activity, feed intake, and rumination, with AI systems analyzing health status. Milking uses a fully automated, closed, sterile rotary system, and cows are played music to improve their mood, resulting in purer, fresher raw milk.

CHINA FEIHE's commitment to consumer safety stems from source purity and full supply chain control, starting with the self-built "farm-pasture-factory" system established in 2006. The company now operates 15 owned pastures, 15,000 dairy cows, and 14 smart factories, achieving 100% self-controlled farms, 100% owned pastures and cows, and 100% self-produced raw milk. This allows for a "2-hour ecological zone," where fresh milk is processed within two hours of milking, minimizing microbial risks and ensuring nutritional safety and freshness. The milk quality leads globally, with raw milk protein content higher than industry standards, a bacterial count of ≤0.5 CFU/mL, which is 20 times better than EU standards, and a somatic cell count half that of the EU standard. Host Ma Fanshu praised the milk's "rich taste, even leaving a creamy layer on the tongue," and brand ambassador Tang Yixin called it "exceptionally pure."

The crucial role of self-produced ingredients

During the broadcast, brand ambassador Tang Yixin raised a common parental question: "Does good milk quality mean the infant formula is good enough?" Chairman Leng Youbin explained that while milk source is important, raw ingredients are the key to true freshness that many consumers overlook. In a can of formula, raw milk accounts for only 20-30%, while core nutritional ingredients like whey protein, lactoferrin, and lactose make up 70-80%, directly determining the formula's nutritional value. Fitness expert Liu Genghong emphasized that high-quality protein is essential for everyone, from fitness enthusiasts to older adults, and that freshness and absorption are crucial.

Historically, China relied heavily on imports for core infant formula ingredients, which risked nutrient loss due to long-distance transport and multiple processing steps, and increased safety hazards from logistics and storage. To break this dependence, CHINA FEIHE began developing milk protein deep-processing technology in 2011. In 2025, it launched the globally unique "Fresh Extraction Active Process," achieving 100% self-research and production of 16 core ingredients, with 12 technology reserves. The company has established three milk raw material deep-processing bases in Inner Mongolia, Heilongjiang, and Ningxia, all operational by August 2026, creating a world-class milk protein raw material supply system. Self-produced core ingredients are used within 30 days of production, meeting consumer expectations for safety and freshness. Tang Yixin noted that self-produced ingredients represent the highest level of safety, providing greater assurance for parents.

Empirical studies by authoritative institutions show that CHINA FEIHE's self-produced core ingredients surpass imported ones in freshness, structural activity, absorption activity, and functional activity. Compared to imported ingredients, self-produced whey protein is 23 times fresher, casein phosphopeptide is 23 times fresher, and lactoferrin is 35 times fresher, offering safer, fresher, purer, and more absorbable nutrition that supports infant gut health, immunity, and development. CHINA FEIHE applies these fresh ingredients across all age nutrition products and has launched the world's first fresh ingredient traceability system. Consumers can scan a QR code to view not only the product's production date but also the production date, source, and quality inspection report of core ingredients, making freshness traceable, verifiable, and measurable.

Formulas designed for Chinese babies

The nutritional value of infant formula is not about stacking ingredients but about scientific and reasonable formulation. Recognizing differences in breast milk composition between Chinese and Western mothers, CHINA FEIHE has conducted extensive research on Chinese breast milk. It has participated in the national "863 Plan," spearheaded the "14th Five-Year Plan" key R&D project, and built China's largest mother-child health cohort and the first applied database of human milk oligosaccharides (HMOs) full spectrum. This led to the creation of the "Chinese Maternal Simulation Formula," applied to its products. For example, the Qicui and Jicui formulas contain over 2,500 types of maternal proteins, with immune-related proteins matching the proportion found in breast milk. Parenting expert Cui Yutao explained that CHINA FEIHE's breast milk research aims to make formula composition closer to Chinese breast milk and more suitable for Chinese babies, using Chinese research findings as the standard for formula development. He noted that from raw materials to production, storage, and transport, CHINA FEIHE maintains activity throughout, supported by experimental evidence, achieving world-leading standards.

A 64-year commitment to safety

"I don't think I've ever been this clean in my life," said host Nigemaiti as he entered the production line, undergoing multiple gown changes, a seven-step handwashing procedure, and air shower dust removal. CCTV cameras captured the ten-thousand-level pharmaceutical-grade clean workshop, which has no water, no drains, fully enclosed pipelines, and no exposed milk, eliminating microbial survival conditions and minimizing contamination risks. During the broadcast, Nigemaiti placed a can of formula containing a 2mm ball into the production line. Despite the ball sinking to the middle of the can, the equipment accurately identified and rejected it. This is due to the AI Vision System, which integrates military-grade near-infrared detection and deep learning algorithms to monitor over 200 indicators in real-time, identifying and warning of anomalies in milliseconds. This rigorous quality control extends across raw material production, spray drying, and canning, ensuring no foreign objects in cans or powder.

CHINA FEIHE has established 1,322 quality management systems covering agriculture, R&D, and laboratory management, with 24-hour testing across 25 procedures and 411 test items. The company holds 12 quality-related patents, including methods for powder mixing uniformity detection, canister foreign object detection database, and liquid milk quality monitoring analysis devices. All products undergo "clinical testing before market launch" with pharmaceutical-grade clinical standards, using scientific data to verify quality and safety. In 2025, CHINA FEIHE received the fifth China Quality Award nomination, the only infant formula company to achieve this honor, for its "industry chain and innovation chain dual-chain integrated smart manufacturing quality management model."

From the black soil of Northern Latitude 47° to the raw material deep-processing lines at the Kedong factory and the Harbin Smart Industry Park's breast milk research center, this CCTV live broadcast highlighted CHINA FEIHE's full supply chain control, locking in freshness from the source. Through self-produced ingredients, it delivers safer, more active, and more absorbable products. While meeting consumer expectations for safety and quality, CHINA FEIHE also sets a benchmark for industry high-quality development, advancing China's dairy industry toward greater safety and freshness, and contributing to the global leadership of Chinese dairy.