Taking Hongze County, Jiangsu Province as an example
Green agricultural products are products of green agriculture. They are pollution-free, safe and high-quality food. The production and consumption of green agricultural products incorporate protection environment, advocating nature, and promoting the concept of sustainable development of human society. At present, green agricultural products have received more and more attention due to their good ecological and economic benefits. However, there are also many constraints in the development process, such as lack of deep processing of products, high certification costs, lack of technical personnel, incomplete sales channels, weak brand power, and low consumer willingness, which have affected the further development of the green agricultural products industry.
There have been many previous studies on this. For example, Yang Jianying (2008) and Zhang Taihai (2008) respectively discussed the green marketing plan of my country's agricultural products from the aspects of 4P strategy of marketing mix, strengthening government support and supervision. Eastwood, D B; Brooker, J R; Smith, J D (2005), Jin Ming, Zhao Chang (2007), Heinz Welsch, Jan Kuehling (2009), respectively studied the impact of sales environment, agricultural product pricing, group behavior, customary practices and other factors on green The impact of agricultural product consumption psychology. The research of the above scholars has provided many references for future generations, and also has a guiding role in the development practice of green agricultural products. Based on previous research, this article takes Hongze, an ecological county in northern Jiangsu, as an example to analyze the factors that restrict the development of green agricultural products, summarize experiences and lessons, and discuss countermeasures, which will help accelerate Hongze's transformation from a large agricultural county to a strong agricultural county. , it is of great significance to promote farmers’ income increase.
2. The current situation and characteristics of the development of green agricultural products in Hongze County. Hongze actively explores the county’s characteristic resources and develops the brand connotation of special agricultural products. The vitality of the brand of agricultural products has been enhanced, and efforts have been made to cultivate organic rice and hairy crabs. A number of specialty product-led industries such as these are at the forefront of the province in terms of planting scale, quality, processing capabilities, etc., and the characteristic brand effect has been demonstrated; we make full use of unique natural endowments and actively develop pollution-free agricultural products, green foods and organic foods. Transforming resource advantages into brand advantages and economic advantages has achieved initial results. By the end of 2010, the number of green agricultural products in Hongze County was 91, involving 32 enterprises or units, and the number of green agricultural products ranked second in the city.
(1) The number of green agricultural product certifications continues to increase and brand building continues to strengthen. In recent years, Hongze County has focused on the development of high-quality rice industry, vegetable planting industry, aquaculture industry and waterfowl breeding industry.
In terms of rice, the area of ??organic, green and pollution-free high-quality rice accounts for more than 80% of the rice planting area. The county's annual production of organic rice, green rice and pollution-free rice is 350 tons, 18,000 tons and 110,000 tons respectively. According to data released in March 2009, more than a dozen companies in the county have applied for 12 high-quality rice brands, among which: "Jiuniu" and "Baima Lake" have obtained organic food certification, and "Su Xing" and "Xue" have obtained organic food certification. Sticky" has obtained the green food certification mark, and "Hongze Lake" has obtained the certification of pollution-free agricultural products. Rice brands such as "Jiuniu", "Hongzehu" and "Suxing" have also won gold medals or high-quality product awards at previous China (Huai'an) High-Quality Rice Expo and Trade Fairs.
In terms of vegetable cultivation, by the end of 2007, the efficient planting area reached 85,000 acres. Hongze County has 24 pollution-free vegetable products certified by relevant national and provincial departments, mainly including "Hongze Lake" brand lotus roots. At present, the county's pollution-free lotus root planting area reaches 80,000 acres, with an annual output of more than 100,000 tons of high-quality lotus roots. "Hongzehu" brand lotus root was rated as a famous product by the Huaian Municipal Government at the 2001 (Shanghai) Agricultural Products Exhibition.
In terms of aquaculture, in 2008, the high-efficiency fishery area in Hongze County was 53,000 acres. There are 24 pollution-free aquatic product breeding bases and 30 pollution-free aquatic products; 2 organic aquatic product breeding bases and 7 organic aquatic products; 1 healthy breeding demonstration farm of the Ministry of Agriculture; 1 provincial-level modern fishery technology park; national-level There are 1 improved aquatic product breeding farm; 1 provincial-level special aquatic product breeding farm; 1 national-level leading aquatic products processing enterprise and 1 China Hongze Lake aquatic products wholesale market, the largest in northern Jiangsu. Among them, the more famous Hongze Lake hairy crabs were awarded the title of China's Top Ten Famous Crabs by the China Fisheries Association in 2005. In 2009, Hongze was awarded the honorary titles of "Crab Capital of China" and "Hometown of Hairy Crabs in Hongze Lake, China". In 2010, Hongze Lake hairy crabs were selected into the geographical indication column of CCTV4's "Into China".
At the end of 2010, it obtained the geographical indication authorization from the State Administration for Industry and Commerce.
In terms of waterfowl, the county focuses on developing livestock and poultry production with Hongze Lake geese as the breeding focus. The annual poultry breeding volume is 16 million, including 8.5 million Hongze Lake geese, which has entered the national level. Ranked among the key counties for raising goose in the province. The county has built a Jiangba gray swan breeding farm with an annual breeding capacity of 60,000, 8 four-season goose breeding parks in Sanhe, Dongshuanggou, and Huangji, 8 breeding belts along the lake, along the river, and along the embankment, and 9 breeding areas. In Base Town, which has more than 800,000 geese, goose farmers account for 40% of the total farmers in the county.
(2) Green agricultural product production bases continue to increase. The environmental quality standards of the production areas are the most basic part of the green agricultural product standard system and the fundamental basis for selecting green agricultural product bases. Since 2001, Hongze County has built 60 green agricultural product production bases. Among them, there are 46 pollution-free grain and oil production areas and horticulture production areas, covering an area of ??384,100 acres, accounting for 91% of the county’s total cultivated land; there are 8 pollution-free aquatic product production areas, covering an area of ??67,000 acres, accounting for the county’s total aquatic product breeding area. More than 50% of the total; there are 6 pollution-free livestock and poultry production areas, and the annual slaughter volume of meat geese, ducks, pigs, etc. accounts for 55% of the total annual livestock production volume in the county. In 2007, the Hongze County Organic Rice Science and Technology Demonstration Zone was recognized as one of the first batch of “Modern Agriculture Demonstration Zones in Jiangsu Province”. According to data released in March 2009, there are 19 organic, green, pollution-free high-quality rice bases in the county that have passed the certification of origin, with a total area of ??339,600 acres, accounting for more than 95% of the county’s total rice area. Obtained OFDC organic certification for 1,500 acres; approved to use the China Green Food Development Center's "Green Food" logo; the area of ??the japonica rice base is 60,000 acres; the area certified as a provincial pollution-free production area is 278,100 acres; the entire county has been certified as organic, green, and pollution-free There are 67 agricultural products.
(3) Leading agricultural product processing enterprises and industry associations continue to develop and grow, and product certifications continue to increase. As of 2009, there were 37 agricultural product processing enterprises of various types in the county, including 3 provincial-level leading enterprises and municipal-level enterprises. There are 11 leading enterprises. It has given full play to the role of external markets and internal farmers, and the county's agricultural and sideline product processing rate has reached more than 30%. A total of 91 agricultural products (aquatic products) such as "Baima Lake" brand rice, "Laozishan" brand lotus root, and "Xishunhe" brand squid have passed the certification of pollution-free agricultural products, including 8 organic products. At the same time, the Chahe Rice Wholesale Market, Zhuba Timber Trading Market, Huangji Four Seasons Goose Wholesale Market, etc. were newly built. In accordance with the principles of marketization, the County Rice Processing Association, Hongze Lake Agricultural Products Association, Vegetable Association, and Edible Fungi Association were established, with more than 800 members.
3. Problems in the development of green agricultural products in Hongze County After nearly ten years of development, with the great attention of the Hongze County government, the construction of green agriculture has achieved initial results. However, compared with green agriculture in developed countries such as Japan, Germany, and Sweden, Hongze County still has certain gaps: the degree of marketization in the allocation of agricultural resources and production factors is not high; the development of green agriculture has not yet formed a complete industrial chain; the government The influence of institutional arrangements, organizational management and supporting policy systems on green agriculture needs to be strengthened; the role of civil organizations has yet to be explored.
(1) There are relatively few varieties of green agricultural products, low product added value, and limited contribution to farmers’ income increase. Green agricultural product varieties in Hongze County account for a very small proportion relative to the total number of biological varieties. In fishery production, Hongze County has more than 90 kinds of aquatic products such as fish, crabs, shrimps, soft-shell turtles, clams, and clams. However, the certification of green products is limited to a few species such as crabs and green shrimps; in the production of waterfowl, There are nearly 20 species of wild waterfowl, including roe deer, pheasants, and wild ducks, with an annual output of 1.5 million. However, the certification of green products is limited to four-season geese; in terms of crop cultivation, it is concentrated on a few varieties such as rice.
(2) Green product certification procedures are complex and there are many standards, which increases the burden on farmers. In the early stages of developing green agricultural products, green product certification procedures are complex and there are many standards, which will result in huge initial investment. Take green food as an example. Green food standards involve origin standards, production technology standards, product standards, packaging, storage and transportation standards and other related standards. Farmers will have difficulty coping if they lack professional guidance. In the process of applying for green food, environmental testing alone costs 50,000 to 60,000 yuan. Coupled with testing during the production process, it costs at least more than 100,000 yuan for an agricultural product to apply for green food certification.
And even if the application is successful, the mark will only be used for three years. Although the new standards significantly reduce the charging standards for green food, it is still a big burden for farmers with an annual per capita net income of 6,000 to 7,000.
(3) The education level of agricultural workers is low, and there are few agricultural technicians. According to Schultz’s human capital income theory, human resources are the most valuable resources, and investment in people brings The rate of return is the highest. At present, the contribution rate of my country's human capital to economic growth is about 35%, while that of developed countries is about 75%. Compared with developed countries, the educational level of agricultural workers in Hongze County is relatively low. According to the Huaian City’s Second Agricultural Census Bulletin (No. 2) promulgated in 2008: Hongze County has 48, 183, and 331 junior agricultural technical personnel respectively. Huai’an City’s technical training work is relatively good. county.
(4) In terms of marketing, brand development needs to be further integrated. Some green agricultural products in Hongze County already have their own brands and registered trademarks, but except for rice brands, the brand awareness of other green agricultural products is not high. . Many of the reporting entities are small in scale, have low technical content, and are not yet highly capable of promoting the production, processing, and circulation of green agricultural products, which affects product sales and profit realization. For example, regarding hairy crab production in Hongze Lake District, the two cities and six counties in the Lake District basically plan and develop independently, and each county has its own independent brand. "Hongze Lake" and "Laozishan" brand hairy crabs in Hongze County; "Jinshui" and "Lukang" brand hairy crabs in Sihong County, etc. Although some brands have been promoted by local governments and have a certain reputation in the market, due to the confusion of brands, promotion has great limitations.
IV. Countermeasures and suggestions for the development of green agricultural products in Hongze County (1) The government should further strengthen support for leading enterprises and promote innovation in agricultural science and technology and management systems. Leading enterprises are the main force in modern agricultural construction, and technology Innovation is the inexhaustible source of core competitiveness of leading enterprises. The government must never waver in its support policies for leading enterprises and strive to improve the efficiency of its policies to support leading enterprises. Encourage leading enterprises with strong scientific and technological capabilities to establish technology development centers to conduct targeted research on technical problems in the production of green agricultural products and continuously cultivate new varieties; through experiments and summaries in demonstration gardens, agricultural science and technology will be gradually promoted to bases and promoted Hongze’s green agricultural product industry is developing well and rapidly.
(2) Improve the incentive level of grassroots agricultural technology extension agencies. Scientific design of incentive mechanisms is the key to improving the operating efficiency of the agricultural technology extension system. Establish a scientific salary system to link the labor performance of extension personnel with the distribution of benefits. Taking the lead of the government, we should implement various forms of technology contracting systems such as comprehensive technology contracting with joint production quotas, single technology contracting with joint quality and joint effect, and guided technology contracting according to local conditions; introduce democratic mechanisms to strengthen supervision of the work of grassroots promotion agencies . In the work evaluation of agricultural technology extension agencies, more opinions from farmers will be absorbed and adopted. The formulation of promotion projects should also adopt a demand-oriented system and strengthen research on the economic feasibility of promotion projects.
(3) Strengthen science and technology education for producers, mainly farmers, and build a government-led, market-oriented, Open operation, multi-level, multi-channel, multi-form mutually coordinated and fully functional science and education system can promptly solve practical problems encountered in production and implement scientific and technological training. It can take the form of holding training courses, distributing technical materials, producing special programs on radio or television stations, etc. At the same time, it is necessary to actively summarize and promote useful practices and advanced experiences from other regions, add vocational education and training courses in the rural basic education stage, and provide vocational and technical education to junior high and high school students who have completed cultural courses to cultivate qualified farmers in the future.
(4) Highlight brand characteristics and promote the application of geographical indications in agricultural product brand promotion. The existence of geographical indication effect is an objective phenomenon, and the geographical indication effect of green agricultural products is more obvious, which has a greater impact on consumers of agricultural products. Product quality evaluation and purchasing behavior have a great impact. Therefore, discovering and promoting geographical indications of green agricultural products is of great significance for the market development and marketing development of industries and enterprises in specific regions. The author believes that the construction of geographical indications of green agricultural products in Hongze County should continue to clarify the main status of the government, industrial and commercial authorities and industry associations, promote industrial clusters and improve the market service system within the cluster, and guide enterprises within the cluster to form an effective division of labor based on the value chain. Collaborate to support leading enterprises in green agricultural products.
In addition, product quality management and brand use management must be strengthened in the construction of geographical indications of green agricultural products.