Our Story
Path to Entrepreneurship
From Pharma to Flavor
In 2001, Xu Qinguo left a stable pharmaceutical job to venture into the condiment industry after researching its stable growth potential. At the time, foreign companies dominated China’s mid-to-high-end market. Motivated by national pride and determination, he started his business in Guangdong. Through a commitment to quality and integrity, Xu quickly captured market share and emerged as a dark horse in the sector.
Local Roots, Global Reach
Returning to his hometown Linyi in 2010, he founded Shandong Executive Chef Food Co., Ltd. in Linshu—known as the global “horseradish capital.” Under his leadership, the company has become an industry leader with multiple patents and recognitions, contributing significantly to the prepared foods sector.