Urban modern agriculture needs stronger brand building

Developing brand agriculture is an important path for advancing the construction of Shanghai's urban modern agriculture, a major measure for transforming the agricultural development model and building efficient ecological agriculture, and also an important task that China has faced in the past, faces at present, and will continue to face in the future. The modern agricultural development of major cities each has its own advantages and characteristics; whether it is urban agriculture or other modern large-scale agriculture, brand building is indispensable.

Driven by the integrated application system of agricultural informatization, Shanghai's existing advantages in standardized, improved-seed, and precision agriculture were further tapped and popularized, thereby promoting brand-oriented development. Since entering the new century, Shanghai's work in brand agriculture has mainly focused on strengthening agricultural standardization to consolidate the production technology foundation of brand agriculture; increasing support to create a favorable environment for brands; focusing on cultivating new types of business entities to enhance the development momentum of brand agriculture; and developing smart agriculture to open up new horizons for brand agriculture, intensifying efforts in these 4 areas, with emphasis on advancing the construction of agricultural Internet of Things application demonstration bases and demonstration enterprises in 4 aspects: agricultural production, agricultural product safety supervision, agricultural information management, and agricultural product e-commerce, giving Shanghai's brand agriculture the wings of informatization.

⟦NL> At present, Shanghai has initially established an agricultural standards system that aligns with national standards and industry standards while also having the city's own characteristics. The certification volume of “three products and one label” has also grown from 18.7% of the marketed volume of locally produced agricultural products in 2010 to 66.51% today. A total of 118 agricultural products have successively won the title of Shanghai Famous Brand Products, and 69 agricultural product trademarks have been rated as Shanghai Famous Trademarks.

We will accelerate the construction of a cloud service public platform. By the end of this year, an agricultural Internet of Things public platform integrating production, management, circulation, traceability, and service will basically take shape, creating an upgraded version of brand agriculture.