Vegetable cultivation in Shouguang, Shandong Province accounts for less than 20% of agriculture. Now, Shouguang is one of the largest vegetable bases in China, a famous "hometown of vegetables", and 70% of farmers' income comes from vegetables. The city's vegetable planting area is 800,000 mu, and "Shouguang Vegetable" has become a well-known agricultural brand in China and even in the world.

Digital witness development

Computer-controlled vegetable greenhouses, electronic vegetable trading ... In Shouguang, Shandong, these modern agricultural facilities are impressive, and in the interview of vegetable industry in Shouguang, Shandong, several vivid figures let reporters deeply understand the essence of modern agriculture.

● Intermediary organizations such as marketing companies and associations 1.7 million.

● Sales cover 30 provinces, autonomous regions and municipalities and more than 10 countries and regions.

● The contribution rate of scientific and technological progress to agricultural growth reaches 67%.

● 26 specialized agricultural markets and 196 bazaars have been established.

Brand Road of Shouguang Vegetables

How did Shouguang do it from vegetable cultivation accounting for less than 20% of agriculture to becoming a famous "hometown of vegetables"?

1. Vegetable production and operation shall be subject to the "real name registration system".

Not long ago, the reporter came to the Liaoyuan fruit and vegetable production base in Shouguang City and walked into the production monitoring room. The reporter casually picked up a bag of vegetables, scanned the bar code on the display, and saw the complete information of the production process of this box of vegetables from the computer screen: "Liu Tongwei, a grower in Dongliuying Village, Daotian Town, has been in the new greenhouse for three years, sowing in June 2008 at 5438+ 10, and in June at 5438+10.

Implementing the real-name registration system for vegetables is like getting an ID card for vegetables. This way, on the one hand, is convenient for business households to strengthen self-discipline, shape their own brands and cultivate a fixed customer base; On the other hand, the buyer also reduced the time and cost of purchasing products. This move plays a positive role in promoting market integrity management, ensuring vegetable quality and safety, and enhancing vegetable brand value.

At Shouguang Vegetable Wholesale Market in Shandong Province, Tang Guiquan, a large family from Maoming City, Guangdong Province, told reporters that after the implementation of "real-name registration system" sales, his vegetables sold quickly and sold much more. Many customers went straight to his booth as soon as they entered the market. At present, more than 4,000 fixed wholesale merchants, such as Tang Guiquan, who have been operating in this market all the year round, have implemented "real-name registration system" sales of vegetables. In this market, the sales of "real name registration system" account for about 80% of the total business households.

2. Strengthen scientific and technological innovation and improve the core competitiveness of agricultural brands.

Liu Zhonghui, secretary of Shouguang Municipal Party Committee, told reporters that in recent years, Shouguang Municipal Party Committee and Municipal Government have made great efforts to strengthen the industrial advantages and brand effects of vegetables as a breakthrough in developing modern agriculture.

Shouguang City fully taps the resources of superior agricultural products and builds the overall brand of agriculture. In accordance with the principle of "planning a batch, cultivating a batch, maturing a batch and launching a batch", they screened and queued the existing advantageous industries, advantageous products and famous agricultural products to determine the cultivation direction. They strengthen the construction of leading agricultural enterprises and accelerate the pace of trademark registration around cultivating brand creation subjects.

At the same time, the Shouguang Municipal Government issued preferential policies, stipulating that enterprises, institutions or organizations engaged in the production, processing and management of agricultural products in Shouguang will be rewarded with 500,000 yuan, 200,000 yuan and 65,438+10,000 yuan respectively by the municipal finance when they newly obtained "China Famous Brand Agricultural Products", "Geographical Indications Products" and "Shandong Famous Brand Agricultural Products". For those newly certified by the national organic food, green food and pollution-free agricultural products in that year, the municipal finance will reward 6,543,800 yuan, 5,000 yuan and 5,000 yuan respectively; The municipal finance will reward 50,000 yuan, 20,000 yuan and 1 10,000 yuan respectively for the establishment of national, Shandong and Weifang agricultural standardization demonstration zones and agricultural standardization demonstration bases.

In addition, scientific and technological innovation is the main way for Shouguang to improve the core competitiveness of agricultural brands. In April 2008, Shouguang introduced four melon varieties with independent intellectual property rights, which broke the situation that the high-end market of vegetable seeds was monopolized by foreign companies. Dr Miao Jinshan from Shouguang Vegetable Research Institute told the reporter: "The seeds of vegetables are equivalent to computer chips, and some are more expensive than gold. At present, foreign vegetable companies take away more than 300 million yuan from Shouguang farmers every year. The quality of melon varieties we introduced in 2008 reached the international advanced level, and the price was only one-fifth of that of foreign seeds. Shouguang has nearly 65,438+0,000 varieties of vegetables. At present, about two-thirds of the seeds come from abroad. It is necessary to speed up the research and development of improved varieties and strive to change this situation as soon as possible. " It is understood that the institute is experimenting with nearly 100 new varieties of vegetables.

The development direction of agriculture is modern agriculture, and the core of modern agriculture is standardization, which is the lifeline of Shouguang vegetable brand. Now, facing the impact of the international financial crisis, Shouguang Municipal Party Committee and Municipal Government further proposed to turn the crisis into an opportunity and vigorously develop brand agriculture. At the same time, the development of brand agriculture is an important means to expand consumption and stimulate domestic demand.