A Brand Directory System for Agricultural Products Is About to Be Established

Recently, it was learned at a press conference held on the "Research Report on the Brand Development of China's Agricultural Products."

Brands are of great significance to consumers of agricultural products.

Zhang Hecheng, Director of the Department of Market and Economic Information of the Ministry of Agriculture, said at the press conference that branding has become a core marker of agricultural modernization, and accelerating the building of agricultural brands has become an urgent task for transforming the mode of agricultural development and accelerating modern agriculture.

"Brands are of great significance to consumers of agricultural products. For example, Thai rice, Dutch tulips, Zimbabwean flue-cured tobacco and so on are brand names familiar to consumers and the crystallization of reputation. Once a brand is established in people's minds, it can become a symbol of quality and safety," said Zhang Hecheng.

According to reports, in recent years, the number of registered trademarks for agricultural products in China grew from 600,000 in 2008 to 1,251,500 in 2012. However, because China's agricultural product brand building started relatively late and has a poor foundation, the influence of most brands remains limited to local areas, and there is a lack of brands with international competitiveness.

Zhang Hecheng said that the Ministry of Agriculture organized an expert team to conduct systematic analysis and in-depth research, forming the "Research Report on the Brand Development of China's Agricultural Products," which answered major questions in agricultural brand development. To promote the development of brand agriculture, efforts should focus on planning the top-level design of modern brand agriculture, improving the mechanisms for cultivating and protecting agricultural brands, and accelerating guidance for various enterprises, specialized cooperatives and other market entities to create their own brands. At the same time, it is necessary to protect intellectual property and create a development system for China's public agricultural brands.