Xinmin Evening News (reporter Guo Jianfeng) reporter learned from the Municipal Intellectual Property Office that the State Intellectual Property Office recently issued the "Notice of the Office of the State Intellectual Property Office on Determining the Preparatory List of the National Geographical Indication Product Protection Demonstration Zone in 2021", which clarified that the "Nanhui Peach" in Pudong New Area was approved to prepare for the construction of the first batch of National Geographical Indication Product Protection Demonstration Zones.
Pictured: The list of people to be prepared. Courtesy of the Municipal Intellectual Property Office (the same below)
The National Geographical Indication Product Protection Demonstration Zone refers to the geographical indication recognized by the State Intellectual Property Office as the object, with a large industrial scale, significant social and economic benefits, a higher level of protection, a sound system, a perfect mechanism, standardized management, distinctive product characteristics, high visibility, and a demonstration, leading and promotion role in the protection of domestic geographical indications. Demonstration areas may demonstrate the protection of one or more geographical indications. In 2021, the State Intellectual Property Office carried out the first batch of declarations, and only 50 were approved nationwide, and there is currently a demonstration area in Shanghai that has a "Nanhui Peach" in Pudong New Area.
"Nanhui Peach" was approved as a national geographical indication product in 2005, and Pudong is also the only peach with Chinese characteristics in the country. Over the years, Pudong has improved the technical standards for planting, picking and packaging of Nanhui peach products in promoting the protection of geographical indication products, strengthened the unique brand and quality advantages of "Nanhui peach", prepared for enterprises to develop and occupy a larger market, and achieved a wider range of agricultural income. As of 2020, there are 50 member units participating in the comprehensive production association, and the planting area of the "Nanhui Peach" brand cooperative association base has reached more than 7600 mu. In 2020, the output value of "Nanhui Peach" geographical indication products reached more than 370 million yuan, and the sales volume was 323,000 TEUs. "Nanhui Peach" was selected into the China Brand Value List, with a brand value of 1.249 billion yuan.
Small peaches can make big articles, and the demonstration area is not only a protected area, but also a cooperation area for geographical indications to help social development. Through the construction of the geographical indication product protection demonstration area, Pudong will continue to strengthen the publicity and protection of the "Nanhui peach" geographical indication, form a geographical indication product protection system in various aspects and fields such as the government, industry, market and society, and achieve economic, social and ecological benefits. Integrate the industrial chain around geographical indications, create "Xingye Peach", open up the whole industrial chain of production and sales, open up sales channels, and promote the gradual development of geographical indication protection products to marketization and branding. Build a technical system around geographical indications, cultivate "digital wisdom peach", revise and improve the group standard of "Nanhui peach", establish "Nanhui peach" inspection and testing and quality management system, and digitize the production file records of landmark products. Develop green agriculture around geographical indications, plant "ecological peaches", optimize the reasonable guidelines for the application of pesticides, and strengthen pollution-free, green and organic certification. Clearly lock in the planting area. Tell the story of Nanhui around geographical indications, cultivate "cultural peaches", take the brand promotion of "Nanhui peaches" as the main line, take fruits as the basis, take flowers as the medium, and rely on the publicity and protection of geographical indication products, so that the income growth of peach farmers who can find stories and tell stories is more diversified and obvious.