China will establish an agricultural product brand directory system and regularly release a national brand directory

To promote the development of brand agriculture in China, China will explore the establishment of an agricultural product brand directory system, incorporating the most influential and most valuable brands into the national brand directory, with regular release and dynamic management. 

This is what the reporter learned from the press conference held by the Ministry of Agriculture on the 3rd regarding the "Research Report on the Brand Development of Chinese Agricultural Products."

Zhang Hecheng, Director of the Market and Economic Information Department of the Ministry of Agriculture, said at the press conference that branding has become a core symbol 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, Zimbabwe flue-cured tobacco, and so on, are brand names familiar to consumers and are the crystallization of reputation. Once a brand is established in people's minds, it can become a symbol of quality and safety.” Zhang Hecheng said.

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 weak foundation, the influence of most brands remains limited to local areas, and there is a lack of internationally competitive brands.

Zhang Hecheng said that the Ministry of Agriculture organized an expert team that, through systematic analysis and in-depth research, formed the "Research Report on the Brand Development of Chinese Agricultural Products," answering 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 mechanism for cultivating and protecting agricultural brands, and accelerating the guidance of 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 public brand development system for China's agriculture.