公司注册商标“好余轩”，以速冻系列产品为主，包括鱼头、鱼块、鱼鳞膏、鱼糕、鱼丸、鱼籽、鱼泡、鱼片、高汤、烤鱼等十个品种。2011年公司通过了国际ISO9001和ISO22000食品质量及安全管理体系认证，2016年通过HACCP体系认证。2011年9月公司被认定为湖北省农业产业化重点龙头企业，同年通过了水产品出口加工商检备案，这也是鄂西北地区唯一一家通过水产品出口加工商检备案的企业。公司“好余轩”牌丹江口翘嘴鲌盐渍鱼被评为2013年度“湖北名牌产品”。2014年11月,“好余轩”品牌商标被认定为湖北省著名商标。公司产品多次荣获国际农产品交易会和中国武汉农业博览会“金奖农产品”荣誉称号。2020年公司以品牌价值1.15亿元荣登2020年度中国品牌价值发布榜。2021年公司被认定为农业产业化国家重点龙头企业。
公司成立时主要以丹江口库区地标产品“丹江口鲌鱼”为主打产品，很快就打造成为丹江口特色水产品牌，经过多年经营，顺利打开了市场，销量逐年增长。2016年，为了响应政府南水北调库区网箱清理以及国家提出的长江流域十年禁渔退渔政策，公司管理团队转变思维，以“产品研发，科技创新”为突破口，加大科研投入，经过半年多的不断试验，终于研发出了以白鲢鱼为原料生产加工而成的剁椒鱼头速冻调理品，在盒马鲜生深圳店首发推向市场后倍受消费者好评，迅速成为了网红爆品。目前市场占有率、网络搜索排名第一。公司已经和盒马鲜生、沃尔玛、大润发、胖东来、中粮我买网、春播科技等各大线下线上渠道建立了良好的合作关系。目前已经在全国31个省区直辖市销售，2019年，公司生产的鱼头也开始走出国门，出口到香港、美国、加拿大、澳大利亚等13个国家地区。
公司按照“龙头企业+合作社+基地+农户”的经营模式，在不断发展壮大的同时不忘初心，积极践行社会责任。公司10余年来已安排就业员工超过2000人。先后在凉水河柳河口村、李家院村、檀山村，均县镇闵家沟村开展扶贫对接工作，直接发放扶贫资金20余万元，为合作社成员提供鱼苗、药品和物资136万元。公司与渔民开展养殖捕捞收购合作，在均县镇闵家沟村建设精养鱼池，通过产业带动农民脱贫增收。未来五年，公司在发展的同时将带动3000人就业，解决贫困就业人员人均年收入达到三万元以上。
公司本着先做人后做事的经营理念，为打造中国一流绿色食品而努力。不仅通过品牌建设将本地特色水产品推向全国，迈出国门，也通过履行企业社会责任，积极投身慈善和扶贫事业中去，真正实现企业设立之初诚信经营、促进就业的承诺，为国家的建设发展添砖加瓦。
The registered trademark of the company is "Haoyuxuan", which is mainly made of quick-frozen products, including fish head, fish block, fish scale paste, fish cake, fish ball, fish roe, fish bubble, fish fillet, stock, grilled fish and so on. In 2011, the company passed the international ISO9001 and ISO22000 food quality and safety management system certification, and passed the HACCP system certification in 2016. In September 2011, the company was identified as the key leading enterprise of agricultural industrialization in Hubei Province. In the same year, it passed aquatic products export processing commodity inspection record, which is the only enterprise in northwest Hubei province that passed aquatic products export processing commodity inspection record. The company's "Haoyuxuan" brand Salt-pickled Danjiang Mouth culter was named "Hubei Famous Brand Product" in 2013. In November 2014, the brand trademark of "Haoyuxuan" was recognized as the famous trademark of Hubei Province. The company's products have won the honorary title of "Golden Agricultural Product" in international agricultural fair and China Wuhan Agricultural Expo for many times. In 2020, the company's brand value of 115 million yuan won the 2020 Annual China brand value release list. In 2021, the company was identified as the national key leading enterprise of agricultural industrialization. When the company was founded, its main products were "Danjiangkou ilter", the landmark product of Danjiangkou Reservoir area, and it soon became a danjiangkou characteristic aquatic brand. After years of operation, it opened the market smoothly and its sales increased year by year. In 2016, in response to government water reservoir area clean and countries of the Yangtze river fishing fishing policy back ten years, the company management team shift in thinking, to "product research and development, scientific and technological innovation" as the breakthrough point, increase investment in scientific research, after more than half a year of continuous test, finally developed using silver carp as raw materials production and processing of pepper fish head quick-frozen product preparation, Hema Fresh in Shenzhen store after the first to the market was highly praised by consumers, quickly became a popular online products. At present, market share and network search rank first. The company has established good cooperation with hema Fresh, Wal-Mart, RT-Mart, Fat East lai, COFCO Wimai.com, Chunbo Technology and other major offline and online channels. At present, it has been sold in 31 provinces and municipalities directly under the central Government. In 2019, the fish heads produced by the company also began to go abroad, and were exported to 13 countries and regions including Japan, the United States, Canada and Australia. In accordance with the business model of "leading enterprise + cooperative + base + peasant household", the company keeps on developing and growing and actively practices its social responsibilities. The company has arranged employment for more than 10 years more than 2000 employees. Successively carried out poverty alleviation docking work in Liuhekou Village of Liangshui River, Lijiayuan Village, Tanshan Village and Minjiagou Village of Junxian Town, directly distributed poverty alleviation funds of more than 200,000 yuan, and provided fish seedlings, medicines and materials of 1.36 million yuan for members of the cooperative. The company has carried out cooperation with fishermen in aquaculture, fishing and acquisition, and built an intensive fish pond in Minjiagou Village, Junxian Town, to drive farmers out of poverty and increase their income through industry. In the next five years, the company will drive 3000 people to get employed while developing, and the average annual income of the poverty-stricken workers will reach more than 30,000 yuan. The company is in line with the business philosophy of being a man first and doing things later, striving to create first-class green food in China. It not only promotes local characteristic aquatic products to the whole country and goes abroad through brand construction, but also actively participates in charity and poverty alleviation by fulfilling corporate social responsibility. It truly realizes the promise of honest operation and employment promotion at the beginning of the establishment of the enterprise, and contributes to the construction and development of the country.
