"Xiantao fragrant rice" is rice produced in Xiantao City, Hubei Province. Previously, because there was no geographical indication to prove the trademark, the "Xiantao fragrant rice" in the mass market was repeatedly counterfeited. In some rice trading markets, less than 20% of the "Xiantao fragrant rice" actually produced by Xiantao is fake.

"Xiantao fragrant rice" has been repeatedly counterfeited in the market, which has seriously damaged the brand reputation. In order to build the brand of "Xiantao Mixiang", Xiantao Industrial and Commercial Bureau actively strives for the cooperation of Municipal Grain Bureau, Municipal Agriculture Bureau and rice processing enterprises, establishes Xiantao Rice Industry Association, and successfully registers the geographical indication certification trademark of "Xiantao Mixiang" in the State Administration for Industry and Commerce and Hubei Provincial Administration for Industry and Commerce.