100 Cooperatives Nationwide Release 100 Agricultural Product Brands
On November 7, the National 100 Cooperatives and 100 Quality Agricultural Product Brands Release Conference, hosted by the Ministry of Agriculture, was held during the 13th China International Agricultural Trade Fair, where 100 brands selected from more than 1.4 million cooperatives nationwide were announced. The event not only tapped the brand value of agricultural products, but also reflected support for farmers' cooperatives as a new type of business entity. From then on, agricultural product brands of farmers' cooperatives have had an official "golden signboard" issued by the government. Han Changfu, Minister of Agriculture, stressed when attending the release conference that agriculture departments at all levels must attach great importance to agricultural brand building. While doing a good job in agricultural production, they should focus on creating well-known brands of agricultural products, cultivate brand entities, actively guide marketing, and strengthen service supervision, so as to create a favorable environmental atmosphere for the healthy development of quality agricultural product brands.
Han Changfu pointed out that in recent years, the Ministry of Agriculture and local agriculture departments at all levels have conscientiously implemented the spirit of the central government, carried out work in areas such as standardized certification, pilot demonstrations, exhibitions and sales, brand communication, and brand research, strengthened certification of pollution-free agricultural products, green food, organic food and geographical indications of agricultural products, and increased efforts in agricultural brand cultivation, shaping, marketing promotion and publicity protection. Brand building has achieved notable results. At present, more than 50,000 farmers' cooperatives nationwide have registered trademarks, and some have also obtained the titles of China Famous Trademark, famous brand and well-known trademark. More than 30,000 farmers' cooperatives have passed product quality certification for pollution-free, green and organic products, and a large number of agricultural product brands are already familiar to people. In many places, brand agriculture industrial clusters have gradually formed, becoming an important force in the regional economy and directly driving agricultural efficiency and farmers' income growth.
It is understood that this selection work for 100 cooperative and 100 agricultural product brands set off a nationwide upsurge in brand creation and brand competition among farmers' cooperatives. Local agriculture departments carefully organized local farmers' cooperatives to sign up for the selection. Through selection at each level, fair evaluation and public announcement of the results, 100 agricultural product brands from 100 cooperatives were finally determined.
Han Changfu stressed that during the "13th Five-Year Plan" period, it is necessary to accelerate the transformation of the agricultural development model, accelerate the advancement of agricultural modernization, deeply implement the agricultural product brand strategy, and drive benefits and competitiveness through the brand strategy. Agriculture departments at all levels must attach great importance to agricultural brand building. While doing a good job in agricultural production, they should focus on creating well-known brands of agricultural products. First, cultivate brand entities. It is necessary to strengthen the cultivation of farmers' cooperatives and the entities of "one village, one product," develop and expand the team of outstanding talents for agricultural brand building, support key leading enterprises and farmers' cooperatives in establishing close interest ties, and jointly build agricultural brands. Second, actively guide marketing. It is necessary to attach importance to agricultural market research and development, deeply analyze the market structure, circulation channels and the needs of mid-to-high-end consumer groups, provide cooperatives with more valuable market consultation and services, promote the development of new forms of business such as agricultural e-commerce, and innovate agricultural product marketing channels. Third, strengthen service supervision. It is necessary to improve the catalog system and supervision system for agricultural product brands, establish a red and black list for agricultural product brands, improve the brand exit mechanism, and by increasing supervision and inspection and information disclosure, strictly promote trustworthy publicity and punish dishonest behavior, so as to create a favorable environmental atmosphere for the healthy development of quality brands.
Han Changfu said that the Ministry of Agriculture is willing to grandly promote and support quality and safe agricultural product brands, and also hopes that news and publicity units will further increase public-interest publicity efforts, choose the most powerful and effective publicity methods to promote and publicize branded agricultural products, deeply explore the cultural connotations of agricultural product brands, accelerate the application of internet technology in the cultivation and promotion of agricultural brands, and help agricultural product brand building and farmers increase income and become prosperous.
The release conference was chaired by Vice Minister of Agriculture Qu Dongyu. Representatives of 3 cooperatives spoke at the meeting.