Public Network poster news reporter Li Naixin Dongying reported
On the morning of the 18th, the Dongying Municipal Bureau of Agriculture and Rural Affairs held a press conference on the celebration of the 2020 Chinese Farmers' Harvest Festival in Dongying City, and introduced the relevant situation of the current brand building of agricultural products in Dongying City.
In recent years, Dongying has firmly established the concept of "brand is competitiveness", actively implemented the brand strategy of agricultural products, strengthened brand awareness, carried out brand publicity, strengthened support and cultivation, with the theme of "ecological Yellow River estuary, assured agricultural products", highlighted quality and efficiency, gave full play to industrial advantages, regional advantages and product characteristics, cultivated and formed a number of regional public brands and enterprise product brands, and further enhanced the popularity and market competitiveness of Dongying agricultural products.
Nowadays, the number of Dongying agricultural product brands has grown rapidly, and its popularity is constantly improving. Dongying City has registered nearly 3,000 trademarks related to agricultural products, 5 products such as Yellow River Estuary rice, Yellow River Estuary hairy crab, Mawan watermelon, Yellow River Estuary peach and Dawang Qin pepper have been registered as geographical indication agricultural products by the Ministry of Agriculture and Rural Affairs, yellow River estuary clams have been registered as geographical indication products by the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China, and more than 20 agricultural products such as Guangrao strawberries, Lijin rice, Kenli Yellow River Beach wheat, Huaguan garlic, Huaguan garlic and Hekou thorn ginseng have been registered through the geographical indication certification trademark of the State Administration for Industry and Commerce. The Yellow River Estuary hairy crab and Yellow River Estuary rice have been selected as well-known regional public brands of agricultural products in the province, and 20 products such as Jingming brand sea cucumber, shrimp skin, sea rice, hemipherical brand flour and Huayu brand raw and cooked meat have been selected as the product brands of well-known agricultural product enterprises in the province. Five trademarks such as Hemisphere, Crane Garden and Early Morning were identified as well-known trademarks in China, 21 trademarks such as Wandefu, Huayu and Oasis Alcohol were identified as provincial famous trademarks, hemispheric wheat flour was rated as China's famous brand products, and 22 products such as Sanfeng sesame oil, Yellow River Golden Silt Rice, and Green Home Soybean Oil were rated as provincial famous brand products.
In addition, Dongying has also done 5 aspects of work around the brand building of agricultural products. First, based on the development of characteristic industries, focus on cultivating regional characteristic agricultural product brands. Based on the regional characteristics and industrial advantages of the Yellow River Estuary, we have deeply excavated the potential of traditional brand resources, focused on making the traditional regional brands such as hairy crabs and rice in the Yellow River Estuary bigger and stronger, and supported a number of traditional advantageous industries with scale; actively cultivated and newly developed a number of emerging regional characteristic brands such as Lotus Root, Tan Sheep, Mawan Watermelon, Guangrao Strawberry, Lijin Rice, Huaguan Garlic, Huaguan Garlic, Linhe Honey Melon and so on. The second is to strengthen the main body of production and operation, and vigorously cultivate the brand of agricultural product enterprises. Strengthen policy support, actively guide new business entities to create enterprise product brands, support the declaration of well-known agricultural product brands and well-known, famous trademarks and brand-name products in Shandong Province, and accelerate the promotion of agricultural product brands to become bigger and stronger. It has successively cultivated well-known enterprise brands of agricultural products such as hemisphere, water city rice warehouse, and early morning, and developed many farmers' cooperative product brands such as Lijin Linhe honey melon, Kenli Qilu Zhongxing wheat, Guangrao Jianyou vegetables, etc. The third is to implement agricultural standardized production and consolidate the quality foundation of agricultural product brands. Vigorously promote the construction of agricultural product standard bases, and the number of provincial and municipal standardization production bases in Dongying City has reached 40 and 37 respectively. The number of provincial-level one-product demonstration villages and towns has grown to 21, of which 8 are one-village-one-product demonstration villages and towns in the country. A total of 566 agricultural products in Dongying City have passed the "three products and one standard" certification. The fourth is to actively carry out publicity and promotion, and strive to enhance the brand image of agricultural products. Dongying City held two sessions of "Dongying Famous and Excellent Agricultural Products" selection activities and "Chinese Farmers Harvest Festival" activities, and selected and launched gold medal agricultural products, which further stimulated the enthusiasm of agricultural business entities to create brands. Dongying Television Station was organized to record and broadcast a number of feature films such as "Good Things on the Yellow River Estuary" and "Agricultural Product Brand Story Exhibition and Broadcasting", with the theme of "Ecological Yellow River Estuary, Assured Agricultural Products", in 7 sets of CCTV, put on the "Yellow River Estuary Agricultural Products" publicity and promotion advertisements, actively organized participation in the China Agricultural Fair and foreign agricultural exhibitions, held the Yellow River Estuary Agricultural Products Publicity and Promotion Conference in Beijing, Changsha, Nanchang and other cities, and further enhanced the brand image of Dongying Agricultural Products in domestic and foreign markets. The fifth is to strengthen policy guidance and promote the brand building of agricultural products in Dongying City. Dongying City issued the "Implementation Opinions on Accelerating the Promotion of Agricultural Product Brand Building", entrusted China Agricultural University to compile the "Dongying Agricultural Product Brand Development Strategy Plan", designed the overall brand image logo, cartoon image and promotion language of "Yellow River Estuary Agricultural Products", gathered resources, technology, capital, market and other elements, with the theme of "Ecological Yellow River Estuary, Assured Agricultural Products", and actively built up the cultivation of agricultural product brands with the overall brand of "Yellow River Estuary Agricultural Products" as the leader, regional public brands and enterprise product brands as the main body. Develop and protect the system, promote the transformation and upgrading of agriculture, and accelerate the transformation to brand agriculture.