"In 2022, focus on supporting the development of 200 geographically indicated agricultural products nationwide" - the "Notice on Doing a Good Job in the Implementation of the 2022 Geographical Indication Agricultural Products Protection Project" recently issued by the Ministry of Agriculture and Rural Affairs emphasized that through the implementation of the protection project, the The comprehensive production capacity of the supported GI agricultural products has been significantly enhanced, and the product popularity, reputation and market share have been significantly improved, effectively driving farmers to continue to increase their income, and forming a number of GI agricultural products to help the high-quality development of agriculture and the revitalization of rural industries.

　　Where is the "fragrance" of geographically indicated agricultural products?

　　"Childhood Taste" is back

　　——Three years since the implementation of the GI Agricultural Products Protection Project, a total of 634 GI agricultural products have been protected and developed

　　Last week, Mr. Wu, who lives in Beijing, ordered two boxes of Pinggu peaches online and sent them to friends far away.

"200 grams of large peaches cost about 4 yuan a piece. It's not cheap, but it's really delicious. It's soft and sweet. It's the taste in my memory." Mr. Wu told reporters that in the past two years, agricultural products with geographical indications have been sold in supermarkets and electric appliances. Business platforms are becoming more and more common.

"Since I realized the uniqueness of geographical indications, agricultural products such as Pinggu Peach, Yantai Red Fuji, Korla Fragrant Pear, etc., have become 'cooked faces' in my fruit basket."

　　The Pinggu peach purchased by Mr. Wu originated from the Pinggu peach planting standard demonstration base in Xiying Village, Yukou Town, Pinggu District, Beijing.

Zhang Haihe, the person in charge of the base, told reporters that the planting area here is more than 1,500 mu, of which more than 500 mu of organic peach is planted, covering more than 40 species including red peach, yellow peach, red peach, yellow peach, nectarine, and oil peach. The maturity period covers from June to November, and the annual output is about 3 million kilograms.

"Good peaches come from good trees, and good trees come from good soil. The Pinggu big peach we plant is a protected geographical indication agricultural product. It is good because the soil organic matter in the garden is different from other places." Zhang Haihe said, the rich peach flavor, Let many people feel "the taste of childhood".

"Most Taoyuan soil organic matter content is about 1.5%. After more than 10 years of soil improvement in our base, the organic matter content has reached 3.3%, which ensures the good reputation of Pinggu Datao." Zhang Haihe introduced proudly.

　　According to reports, agricultural products with geographical indications refer to agricultural products produced in a specific area, whose quality, reputation or other characteristics are essentially determined by the natural environment and human factors of the place of origin, and are named after the national review and approval of geographical names.

Zhou Qingjie, executive dean of Beijing Technology and Business University's New Business and Economic Research Institute, told reporters that geographical indication agricultural products are composed of "regional name + product name", indicating that the agricultural products originate from a specific region, have a certain quality assurance, and at the same time protect the agricultural products in the region.

"The development of geographical indication agricultural products is a 'win-win' for both consumption and production." Zhou Qingjie said, "Not only does it bring real 'good agricultural products' to consumers, but it can also expand the popularity of related agricultural products and promote farmers' stable income. , to help rural revitalization.”

　　In recent years, the protection level of agricultural products with geographical indications in China has continued to improve.

According to the relevant person in charge of the Ministry of Agriculture and Rural Affairs, in the three years since the implementation of the GI Agricultural Product Protection Project, a total of 634 GI agricultural products have been protected and developed, and 1,672 core production bases and 892 special breed breeding bases have been built; The average product use rate is over 90%, and the sales have reached more than 270 billion yuan, driving 11.3 million farmers to increase their income by 36 billion yuan.

Up to now, the cumulative number of green, organic and geographically indicated agricultural products has reached 62,000.

　　Consumer acceptance is high

　　——The authentic flavor makes people "remember", and the fresh agricultural products with strong seasonality can be delivered directly to consumers from the place of origin through convenient logistics channels

　　Every July and August, Lu Lu, a girl from Wuxi, turns into a "purchaser" of Yangshan peaches among her classmates, and sends peaches to all parts of the country.

"This year's Yangshan peaches are selling very well, and they are big and juicy. The classmates who bought them from me basically repurchased them." Lu Lu told reporters that Yangshan peaches were only famous in Jiangsu and Zhejiang a few years ago. In the past two years, her popularity has gradually expanded to the whole country. Some of her classmates who work in the north ask her to buy peaches every year because they are concerned about the taste of their hometown.

"Now, because of the high popularity of Da Tao, 7 to 8 taels, you still need to queue up for reservations!"

　　"Thanks to the combined effects of natural factors such as temperature, humidity, water quality, topography and landforms, as well as human factors such as variety range and production control, the characteristics of geographically indicated agricultural products are highly distinguishable from other products, have a good reputation, and have the original local flavor. The flavor characteristics." Zhou Qingjie said that the high quality of the product itself is the key to grabbing consumers.

　　In Anhui, 11 products including Dingyuan pig, Taiping Houkui, Dangshan yellow peach and Tianzhushan melon seeds have been shortlisted for a new batch of geographical indication agricultural products protection projects.

"I have been away for these years, and every year I ask my parents to send me some Taiping Houkui from my hometown. The tea is fragrant, and we like to drink it." Mr. Fu, an Anhui native who lives in Harbin, Heilongjiang Province, said, "It's also a gift. Good choice, good taste, good quality, and representative of the locality.”

　　The performance of geographical indication agricultural products on e-commerce platforms is outstanding.

Open fresh APPs such as Hema and Dingdong Shopping, and the geographical indication agricultural products marked with slogans such as "seasonal" and "features" are very eye-catching. Some platforms also set up a geographical indication agricultural product area for consumers to buy.

Li Tianyu, head of Hema's public relations team, told reporters that Hema will carry out a unified inventory and plan for geographically indicated agricultural products at the beginning of each fiscal year, namely the "brand promotion plan".

"We will do research in advance, take stock of some important brands, analyze their production capacity, origin, market demand, etc., and then the person in charge of the procurement business will connect one by one to do marketing and promotion for different brands." Li Tianyu said, "Now, Box Most of the agricultural products in Ma's Shelf are protected by geographical indications, which are highly recognized by consumers and have also increased the income of local farmers."

　　The good sales of agricultural products with geographical indications also benefit from a convenient logistics system.

"Xianju bayberry is a geographical indication agricultural product. The water vapor rising in the early morning and the sweetness brought by the light during the day are combined, and the taste is the best at this time." Guo Shuai, a new farmer in Xianju, Zhejiang, introduced that the picked bayberry was quickly dried with cold air Send it to the freezer, and immediately package it into the transportation chain to maximize the umami taste.

"The express logistics of next-day delivery in Jiangsu, Zhejiang and Shanghai and double-day delivery in general cities ensures the fresh taste of bayberry, and allows more consumers to taste our good taste." Guo Shuai said.

Smooth logistics has expanded the sales radius of agricultural products.

Seasonal GI agricultural products that were only sold locally and around in the past are now delivered on planes, trains, and cold-chain trucks to all parts of the country, from the place of origin to the table.

　　Take good care of GI products

　　——Establish a development pattern with the production of geographical indication products as the leading role and the linkage of upstream and downstream industries such as storage, processing, transportation, sales, cultural tourism, etc., and actively promote the mutual recognition of geographical indications

　　How to manage and make good use of geographical indication products?

　　It is understood that in order to promote the better development of agricultural products with geographical indications, the state has issued a number of policies and planned a "roadmap".

　　In 2021, the Ministry of Agriculture and Rural Affairs issued the "Implementation Plan for the Improvement of "Three Products and One Standard" in Agricultural Production, which made it clear that by 2025, important progress will be made in breeding innovation, the quality of agricultural products will be significantly improved, major breakthroughs have been made in agricultural brand building, and agricultural quality benefits and competition will be achieved. The number of green food, organic agricultural products, and geographically indicated agricultural products has reached more than 60,000.

　　In March this year, the China Green Food Development Center issued the "2022 Work Points for Green Food, Organic Agricultural Products and Agricultural Products Geographical Indications", which proposed to further promote the protection of geographically indicated agricultural products, demonstrate the protection of a number of geographically indicated agricultural products, and plan to register 200 agricultural products throughout the year. Geographical Indication.

　　On May 30, the General Office of the Ministry of Agriculture and Rural Affairs issued the "Notice on Doing a Good Job in the Implementation of the 2022 Geographical Indication Agricultural Products Protection Project", proposing that this year, it will focus on supporting the development of 200 geographically indicated agricultural products nationwide.

The notice clearly states that it is necessary to build a product characteristic quality index system, promote grading and packaging identification, and promote product specialization.

Based on traditional production methods, combined with the application of modern agricultural new technologies and new equipment, build a standard system and standard complex for the entire industry chain, and accelerate the formulation and revision of standards for key links.

　　"The introduction of a series of policies provides a reference for the development of agricultural geographical indication products." Zhou Qingjie believes that promoting the establishment of a traceability mechanism for the origin of geographical indication agricultural products should also be the focus of future work.

"Because these types of agricultural products are priced higher and more profitable than ordinary products, they are prone to shoddy products," Zhou Qingjie said. , intelligent, realize the transparency of the origin traceability mechanism, strengthen supervision, and ensure that consumers buy genuine and high-quality products.”

　　The promotion of mutual recognition of geographical indications has contributed to the "going global" of China's excellent agricultural products and opened up a broader overseas market.

　　In March 2021, the China-EU Geographical Indication Agreement officially came into effect, and the two sides have successfully achieved mutual recognition and mutual protection of a total of 244 geographical indication products.

China's Lu'an melon slices, Anxi Tieguanyin, Korla fragrant pears, Anqiu green onions and other regional agricultural products are included.

　　Formulating unified group standards helps the industry to develop healthily, builds a good normalized communication platform, promotes high-quality products to go abroad, and effectively promotes the development of bilateral trade relations between China and Europe. The mutual recognition of geographical indications between China and Europe has been more than a year, not only serving the Chinese market, but also serving the Chinese market. Good for overseas exports.

In Shandong, Jinxiang garlic, as a product of mutual recognition of geographical indications between China and Europe, has achieved a cumulative export of over 550,000 tons this year, an increase of over 80% year-on-year.

　　"In the long run, the development of geographical indication agricultural products is not about creating a batch of 'explosive products'. It is necessary to consider extending and integrating the industrial chain and developing more industries." Zhou Qingjie believes that the cross-border integration development of the geographical indication industry should be promoted. , establish a development pattern that is dominated by the production of geographical indication products and linked with upstream and downstream industries such as storage, processing, transportation, sales, cultural tourism, etc., promote the integration and mutual promotion of geographical indications and related industries such as tourism, cultural and creative, and accelerate the formation of a complete industrial chain .

　　Link

　　Geographical indications of agricultural products refer to the unique agricultural product marks that mark the origin of agricultural products from a specific region, the quality and related characteristics of the products mainly depend on the natural ecological environment and historical and human factors, and are named after the regional name.

　　Agricultural products with geographical indications mainly include two types: one is the planting and breeding products from the region; the other is the products whose raw materials are all from the region or partly from other regions and are produced and processed in the region according to specific techniques.

Kong Dechen

Kong Dechen