China's agriculture is displaying the 'golden signboard'

Recently, at the 17th China International Agricultural Products Trade Fair, relevant departments released 300 representative regional public brands of agricultural products in China and 100 regional public brand value evaluation lists and impact index evaluation lists of agricultural products. In the same period of China's agricultural brand building summit forum, promoting agricultural brand building has become the focus of discussion. No matter in urban supermarket or rural market, many consumers feel that the main body of agricultural market is increasingly diversified, the market system and circulation facilities are constantly improved, and the relationship between production area and sales area is increasingly close. It can be said that "the land is not divided into North and south, and the seasons are not divided into four seasons". People can have whatever they want. The industry believes that after the supply quantity of agricultural products is basically solved, the problems of quality, efficiency and competitiveness are highlighted. Consumers should not only eat well, but also eat safe, nutritious and healthy. The demand for high-quality green brand agricultural products is more and more urgent. The smell of wine is also afraid of the deep lane. In June this year, the guiding opinions on promoting the revitalization of rural industries issued by the State Council proposed to implement the action of promoting agricultural brand and establish the system of agricultural brand catalogue.

Zhang Yuxiang, President of China Agricultural Products Market Association, said, "through the establishment of China's agricultural brand catalog system, enabling agricultural development, building a number of famous, excellent and influential Chinese agricultural brands, and accelerating China's transformation from an agricultural power to an agricultural power." China's agricultural brands are entering the fast lane of rapid and healthy development, becoming a beautiful landscape of modern agricultural development. " Han Changfu, Minister of the Ministry of agriculture and rural areas, said that in recent years, China has vigorously implemented the strategy of brand strengthening agriculture and achieved positive results. Up to now, the agricultural brand policy system has been initially established and the agricultural brand catalogue system of China has been established. A total of 43000 agricultural products with green organic and geographical indications have been established, forming a number of regional business cards with characteristics. Branding has driven the standardization of agricultural production. The qualified rate of routine monitoring of quality and safety of agricultural products has remained above 96% for five consecutive years, and reached 97.3% in the first three quarters of this year. More high-quality agricultural products are favored by consumers. However, China's agricultural brand building is still in its infancy, and there are still many shortcomings. "We still lack world-renowned brands." Han Changfu said that we should adhere to brand leadership and optimize the industrial structure. Adhere to the market-oriented, adjust and optimize the agricultural production structure and product structure, promote the subdivision of varieties and quality, and strengthen and expand the brand of agricultural products. Make full use of "special" articles, vigorously develop one village, one product, support the construction of a number of characteristic brands in the advantageous areas of characteristic agricultural products according to local conditions, and make the brands become the representative symbols of high-quality agricultural products and regional characteristic industries. Adhere to the brand construction to promote the quality of agricultural products, promote the green development of agriculture, strengthen the quality and safety management and control, strengthen the construction of cold chain logistics infrastructure, and improve the sorting and grading of agricultural products, pre cooling and preservation, storage and logistics processing capacity. It is reported that the 300 catalog brands selected this time are for the first time open to the public, with a wide range of brands and diversified categories, showing the driving ability and strong vitality of the brand. It is characterized by rich achievements in brand construction in developed regions and market highlands; brand awareness in underdeveloped regions has awakened, and some excellent brands "raised in the boudoir unknown" have emerged from the mountains for the first time in the public vision. These agricultural brands will become an important driving force to promote industrial prosperity and Rural Revitalization.