On April 22 2016, in commemoration of the 47th “Earth Day”, MCM Group’s CEO, Michael Mitchell was invited as a keynote speaker at the “Green Homeland”– 4/22 Earth Day Conference of Luneng Group held in the Diaoyutai State Guesthouse.
MCM Group has long been involved in “Green” and agriculture-based projects. Looking for a firm that could lead the design development of a new sustainable rural development product, Luneng Group retained MCM. Working closely with Luneng’s senior staff, MCM developed group to develop their new key product line “Luneng Country Paradise”. This project is a world class “new agricultural lifestyle”, that combines the best of modern society with sustainable rural living.
As Mr. Mitchell stated, “Our goal was to create a branded agriculture-based lifestyle experience that would attract families from cities. The development of rural tourism can improve agriculture industrialization, agri-education, and the overall development of rural areas.
Tourism has became a platform for all industries to improve local economies. As the Luneng Group explains, ‘Based on the platform of rural tourism, Luneng Country Paradise Project will become the new engine of regional rural development’.”
As one of the world leading firms in the field of sustainable design and rural agricultural projects, MCM has always set environmental protection as a principle of planning and design. This commitment goes back to MCM’s core values starting when Mr. Mitchell was one of the organizers of the first Earth day in 1970 overseeing the Pacific Northwest in the United States, He then was one of the ten university student leaders who were selected by president Nixon’s Administration to draft some of the first regulations of environmental protection. It’s this long-term understanding of environmental protection that caused Luneng to work with MCM Group on their important new agriculture based development.
As the chief designer of “Luneng Country Paradise Project”, Michael Mitchell summed up the project by saying, “This project combines the strengths of the Chinese culture with international science and enlightened government policies. It can lead to a revitalization of the rural regions of China.”
MCM’s China General Manager, Claudia Zhang, (second from the left) and Michael Mitchell with Luneng leaders.