On 24 July, the 2020 China Agricultural Branding Policy Seminar was held in Beijing, with an aim to promote the strategy of boosting agriculture through brand building and to strengthen agricultural brand policy making. Vice Minister of Agriculture and Rural Affairs Yu Kangzhen attended and addressed the seminar.
Over recent years, in light of the decisions and plans made by the CPC Central Committee and the State Council, MARA has stepped up efforts to promote agricultural brand building and achieved positive results. It has built up and improved its policy system, laid an ever stronger foundation for agricultural branding, and seeked innovative and effective ways to boost marketing. It has also established a new mechanism to coordinate joint efforts of the government, industrial associations, research institutions and agricultural enterprises in agricultural brand building, and achieved synergetic advancement of regional public brands, company brands and product brands.
The seminar stressed that, given growing competition in agricultural trade and rising risks in agricultural economy, it is imperatives to accelerate agricultural brand building to guide agro-product consumption, manage market risks and promote agricultural international cooperation. Agricultural brand building needs to be quality-centered, innovation-oriented and synergy-based to secure greater competitiveness, attractiveness and sustainability. Meanwhile, we may take new infrastructural constrction as an opportunity to increase popularity and influence of agricultural brands.
The seminar released the China’s Agricultural Brand Development Report (2020) and announced the establishenment of the Expert Working Committee on Chinese Agricultural Brands.
JIANG Peimin, Secretary of the CPC China Agricultural University Committee, and SUN Qixin, President of China Agricultural University, attended the seminar. Representatives of competent government departments, research institutions, industrial associations, agricultural enterprises, and brand design agencies discussed a number of issues, including agricultural brand policy making, regional public brand building, standard setting, and brand value assessment. The seminar was streamed live online and watched by hundreds of thousands of viewers.