The focus of promoting agricultural branding at present and in the future is: relying on leading enterprises, giving full play to the role of professional cooperative economic organizations and industry associations, vigorously implementing agricultural standardization, promoting agricultural industrialization, and accelerating agricultural industrialization. Develop pollution-free agricultural products, green food and organic agricultural products, encourage trademark registration of agricultural products, carry out the selection and recognition of famous brand agricultural products, increase marketing promotion, strengthen supervision and management, increase the launch rate of my country's agricultural product brands, cultivate, strengthen and expand a number of distinctive characteristics , famous brand agricultural products with stable quality, good reputation and high market share, to promote the sustainable and healthy development of agricultural branding work.
Take effective measures to comprehensively promote agricultural branding
(1) Vigorously implement agricultural standardization and lay a solid foundation for agricultural branding. Quality is the foundation of brand agricultural products and the unshakable foundation of brand agriculture. To vigorously promote agricultural standardization, we must focus on the construction of agricultural quality standard systems, agricultural product quality and safety testing systems, and agricultural standard promotion systems. It is necessary to standardize the production process and carry out full-process quality control by formulating and implementing technical requirements and operating specifications for all aspects of agricultural pre-production, production and post-production. It is necessary to focus on the construction of production bases and organically combine the creation of agricultural standardization demonstration counties (farms), the construction of science and technology demonstration fields, high-quality grain engineering bases and areas without prescribed animal and plant diseases with the promotion of agricultural branding. It is necessary to vigorously promote origin identification management and product barcoding systems to ensure that quality standards, processes are standardized, sales are marked, and the market is monitored, so as to lay a solid foundation for the development of agricultural brands.
(2) Focus on promoting agricultural industrialization and cultivating agricultural brand management entities. Leading enterprises, farmers' professional cooperative organizations and agricultural industry associations are the main body and core of agricultural brand management. All localities should cultivate and support leading enterprises with strong development, processing and market expansion capabilities. They should establish professional cooperative economic organizations for farmers around dominant industries and guide enterprises and farmers to establish more stable production, marketing and service contracts to achieve small-scale development. Effective connection between production and the big market.
(3) Accelerate the development of pollution-free agricultural products, green food and organic agricultural products, and improve the quality of brand agricultural products. Certification of pollution-free agricultural products, green food and organic agricultural products is an important part of agricultural branding work. We must further intensify our efforts while maintaining our credibility. It is necessary to vigorously develop pollution-free agricultural products and accelerate the pace of origin identification and product certification in accordance with the principle of "unified standards, simplicity and speed". It is necessary to rely on the construction of advantageous agricultural product industry belts to accelerate the development of green food. Organic agricultural products must follow international common rules, follow organic agricultural production methods, and develop healthily based on the advantages of agricultural resources and international market demand.
(4) Encourage and support the registration of agricultural product trademarks and promote the listing of agricultural product brands. Promoting agricultural product trademark registration is an important part of agricultural branding work. It is necessary to enhance the trademark awareness of production and operation entities such as enterprises, farmers' professional cooperative economic organizations, brokers, farmers, etc., and encourage and support the trademark registration of agricultural products. Special attention should be paid to the registration of trademarks with independent intellectual property rights and specialty agricultural products to prevent malicious registration and infringement of trademarks. It is necessary to enhance the initiative and predictability of work, strengthen coordination and communication with industrial and commercial departments, and effectively help agricultural product production and operation entities solve the difficulties and problems encountered in trademark registration and trademark protection.
(5) Actively carry out the recommendation and identification of famous brand agricultural products to establish brand credibility and image. The recognition of famous brand agricultural products is an important part of promoting agricultural branding at this stage, and is an important measure to support making famous brand agricultural products bigger and stronger and protect famous brands. Our department will organize the selection and recognition of famous brand agricultural products on the basis of work in various places. All localities should effectively promote the selection and recognition of provincial famous brand agricultural products. We must abide by the principles of free, voluntary, open, fair and just work, standardize procedures, clarify qualifications and requirements, and strive to improve the credibility and authority of the selection and recognition of famous brand agricultural products. It is necessary to integrate existing brands and effectively solve the current situation of "multiple, chaotic, miscellaneous, weak, small and scattered". It is necessary to pass selection and identification to launch a number of famous brand agricultural products with great influence, good benefits and strong radiation.
(6) Increase marketing and promotion efforts to increase market influence. Brand marketing promotion is an important measure to transform brand advantages into market advantages and achieve brand benefits. It is also an important responsibility of government departments to serve farmers.
For recognized brand-name agricultural products, all localities must be proactive and use media such as television, radio, newspapers, and the Internet to promote the brand, publicize the brand, and expand the popularity of brand-name agricultural products through displays, exhibitions, and other activities. It is necessary to increase the construction of professional markets for agricultural products and enhance market service functions. Where conditions permit, the construction of special sales counters and professional markets for famous brand agricultural products should be promoted.
(7) Strengthen supervision and management to ensure the healthy development of agricultural branding work. Protecting brands in accordance with the law and maintaining the quality, credibility and image of the brand are the keys to ensuring the healthy development of agricultural branding work. Agricultural departments at all levels must establish and improve relevant laws and regulations, strengthen supervision and inspection, promptly expose those who violate laws and regulations, punish them in accordance with the law, and commend and reward those who abide by their promises. Brand entities must strengthen their awareness of self-discipline, effectively strengthen the construction of brand quality assurance systems and integrity systems, continuously improve product quality and business management levels, operate brands in accordance with the law, and consciously maintain brand image.
Strengthen organization and coordination and implement various measures
(1) Strengthen leadership and raise awareness. Promoting agricultural branding is an important part of the "Green Action for Agricultural Products Quality and Safety". Agricultural authorities at all levels should proceed from the perspective of building a new socialist countryside, further raise awareness, change concepts, aim to improve the competitiveness of agricultural products and increase farmers' income, clarify working institutions, improve working conditions, and incorporate the promotion of agricultural branding into Work schedule.
(2) Strengthen responsibilities and improve mechanisms. Promoting agricultural branding is an important task in the new stage. Agricultural authorities at all levels must strengthen policy guidance, exert initiative and creativity, establish and improve working mechanisms, and scientifically standardize brand management. It is necessary to create conditions and provide support in terms of talents, funds, taxation, etc., and fully mobilize the enthusiasm and initiative of enterprises and producers and operators to create agricultural brands. Places, units and individuals with outstanding performance should be commended and encouraged in a timely manner.
(3) Strengthen communication and form synergy. Agricultural branding is a systematic project that requires support and help from various departments. Agricultural authorities at all levels should take the initiative to strengthen communication and coordination with relevant departments, actively strive for the understanding and support of development and reform (planning), finance, science and technology, industry and commerce, taxation, quality inspection and other departments, and fully strive for and make good use of various Social forces should form a positive interactive pattern of "government promotion, enterprise initiative, and market pull" as soon as possible to jointly promote the development of agricultural branding.