Ningde Zhouning County: Mountain goods "have a name and a surname" to break into the market

Source: Taiwan Straits Network

Mountain goods "have a name and a surname" to break into the market

According to a report by Fujian Daily on August 3, General Secretary Xi Jinping stressed during his inspection in Fujian that it is necessary to adhere to the direction of green development, strengthen brand awareness, optimize the marketing and circulation environment, and lay a solid industrial foundation for rural revitalization.

In recent years, Zhouning County has excavated and integrated the county's characteristic product resources, implemented the brand-driven strategy, created a number of characteristic agricultural product brands, enhanced the value of local agricultural products, and promoted the overall acceleration of the pace of rural revitalization.

Policy support

Brand agriculture "spring color full of garden"

"In the past, although we had good tea leaves, they could be hidden in the mountains and people didn't know it. Now it is not the same, the recognition of the tea market continues to increase, in the first half of this year, 25 tons of tea were sold, and sales have exceeded 10 million yuan! Recently, Xu Xianxian, manager of Fujian Haiwu Tea Industry Development Co., Ltd., calculated an account for reporters.

Xu Xianxian's "tea income account" has a week of Ning County's "brand rich farmer's classic" behind it. "Based on the 'high mountain' and 'high excellence' characteristics of Zhouning agriculture, we adhere to the path of scale, standardization, branding, informatization and enterprise, expand the scale of characteristic agricultural breeding, and cultivate a number of agricultural brands that are loud." Yuan Huajun, secretary of the Zhouning County CPC Committee, said.

Zhouning County has a high altitude, fertile soil, sufficient water sources, a large temperature difference between day and night, and abundant output of high-quality agricultural products. However, the wine aroma is also afraid of the deep alley, and even the best products need the support of the brand.

How to use the advantages to build a brand? The county has formulated the "Zhouning County Implementation of the Rural Revitalization Strategy to Promote the Construction of modern Agriculture "Five Modernizations" (2020-2021)", encouraging agriculture-related entities to actively apply for "three products and one standard" certification, and giving one-time separate rewards of 10,000 yuan, 20,000 yuan, 50,000 yuan and 100,000 yuan to entities that have obtained pollution-free agricultural product certificates, green food certificates, organic food certificates, and geographical indication certification of agricultural products for the first time.

With strong support from good policies, the development of Zhouning agricultural brand ushered in the spring. The county has passed a total of 16 agricultural products certified by "three products and one standard"; 7 agricultural products such as Zhouning Alpine Cloud Mist Tea, Zhouning Alpine Potatoes, zhouning Alpine Lilies have successfully created national geographical indication certification trademarks; Zhouning Alpine late-ripening grapes have been selected into the national directory of famous and excellent new agricultural products...

Zhouning County implements dynamic authorization management for public brands such as "Zhouning Alpine Cloud Tea", "Zhouning Alpine Potato" and "Zhouning Makeng Baoling Peanut" to promote the improvement of quality and efficiency of enterprises. According to the data, 30 authorized enterprises have been implemented for 7 geographical indication certification trademarks in Zhouning County.

Brand effect

Helping farmers "money is bright"

Zhouning County has accelerated the construction of pollution-free tea gardens and modern standard ecological tea gardens, and strived to build an alpine ecological tea brand. After many efforts, "Litigation Tea" and "Zhouning Alpine Cloud Tea" have successfully applied for national geographical indication certification trademarks, and tea varieties such as "Litigation Vegetable Tea", "Tangjiashan Vegetable Tea" and "Zuyan Wild Tea" have been listed in the varieties of high-quality resource protection of tea trees in Fujian Province.

At present, Zhouning County has developed more than 107,000 mu of tea gardens, and will produce 10,550 tons of dried tea in 2020, with an output value of 460 million yuan and a comprehensive output value of 1.02 billion yuan in the tea industry.

At the same time, Zhouning County has improved the reward mechanism by issuing the group standard of "Zhouning Alpine Cloud Tea", carefully planned and organized various tea activities, promoted the improvement of tea quality, and improved the reputation of tea.

Brand building, the biggest benefit is still farmers. Zheng Guocheng, a tea farmer in Shouzhang Village, felt deeply: "In recent years, the price of tea green has risen from more than 2 yuan per kilogram to more than 6 yuan, or even more than a dozen yuan, and the supply is still in short supply. "Thanks to the development of the tea industry, the per capita annual net income of tea farmers in Zhouning County is about 8,000 yuan, driving 70% of the farmers in the county to increase production and income."

In 2020, the total output value of agriculture, forestry, animal husbandry and fishery in the county was 1.531 billion yuan, an increase of 4.95% year-on-year, and a large number of characteristic agricultural products such as flowers, fruits and potatoes in the mountain city became famous, out of the mountains and into the market.

Non-stop

The golden sign "blossoms everywhere"

Zhouning Alpine late ripening grapes have thin and sweet skins and excellent quality. In order to make good grapes sell at a good price, Zhouning County actively supports planting professional cooperatives, increases technical training and guidance, adopts industrial operation modes such as "cooperative + base + farmer" and "cooperative + e-commerce", and strives to create the brand of "Zhouning Alpine Late Ripening Grapes".

In 2019, Zhouning Alpine Late Ripening Grapes were successfully selected into the National Famous and Excellent New Agricultural Products List. This year, Zhouning County continued to exert efforts to build a brand and further promote agricultural efficiency and increase farmers' income.

In the strong atmosphere of brand building, farmers are increasingly motivated to plant late-ripening grapes. According to statistics, Zhouning County alpine late ripening grape planting area of nearly 5,000 acres, the annual output value of nearly 80 million yuan, the county involved in the development of the grape industry enterprises, cooperatives reached more than 70, directly or indirectly benefited more than 1,200 families.

Since the beginning of this year, Zhouning County has successfully applied for two geographical indication certification trademarks of "Zhouning Alpine Lily" and "Zhouning Alpine Rhododendron". On this basis, Zhouning County will continue to promote the birth of "national brand" brands such as alpine late ripening grapes, alpine kiwifruit, and alpine camellia oil.

"The existing oil tea forest in the county is more than 30,000 mu, and the industrial development has begun to take shape. By building a brand, it will further improve the enthusiasm of farmers for planting and promote the development of the industry to high-end, serialization and diversification. Chen Mingxi, director of Zhouning County Oil Tea Association, is full of confidence in the brand building of Alpine Camellia Oil.

At the same time, Zhouning County has also accelerated the pace of applying for county agricultural public brand trademarks in view of the county's agricultural production layout, industrial characteristics, variety advantages and agricultural product characteristics, effectively integrated the existing decentralized agricultural product brand resources, and built a diversified agricultural brand development pattern of "regional public brand + product brand + enterprise brand". (Fujian Daily reporter Zhu Ziwei correspondent Zheng Wenmin)