On October 31, the General Office of the Ministry of Agriculture and Rural Affairs issued a notice announcing the 2022 list of agricultural brands selected for excellence cultivation.
This program was organized by the Ministry of Agriculture and Rural Affairs to implement the spirit of the Central Document No. 1 and accelerate the building of agricultural brands, in accordance with the overall deployment of the “Agricultural Brand Excellence Cultivation Program (2022-2025)”. Following procedures including provincial-level recommendation, formal review, expert selection, and online public notification, 75 brands were included in the 2022 Agricultural Brand Excellence Cultivation Program (hereinafter referred to as “excellence cultivation”). The list is as follows.
The notice also requires:
1. Strengthen support and guidance
Agricultural and rural affairs departments at all levels must attach great importance to excellence cultivation work and regard it as an important lever for promoting the “three products and one standard” initiative in agricultural production. The Ministry of Agriculture and Rural Affairs will provide support to excellence cultivation brands in areas including foundational support, brand marketing, channel matchmaking, consumption promotion, financial services, and overseas promotion, and will encourage brand owners to carry out policy innovation, management innovation, and model innovation. Provincial agricultural and rural affairs departments should, in light of local conditions, step up support for excellence cultivation brands, strengthen guidance services, hear special reports every year, organize field research, fully grasp the actual progress of brand building, and develop replicable, mature experience and quantifiable results, so as to lead new progress in agricultural brand building.
2. Strengthen self-improvement
The owners of excellence cultivation brands should aim at building premium brands, deeply implement the “three products and one standard” initiative in agricultural production, consolidate the foundation of quality, strengthen institutional development, reinforce licensing management, promote strong supply-chain linkage, and improve brand operation and protection capabilities, comprehensively enhancing brand competitiveness, influence, and driving power. They should strengthen management services for licensed enterprises, urging them to value quality, honor integrity, and protect the brand in their production and business activities, cultivate a group of core licensed enterprises, promote a range of high-quality specialty products, continuously expand market share, and achieve premium quality at premium prices for brand products.
3. Strengthen management services
The 2022 excellence cultivation brands are valid for four years from the date of publication. The Ministry of Agriculture and Rural Affairs will implement dynamic management, strengthen tracking services, conduct effect evaluations, and organize field research and guidance from time to time. During the validity period, if a brand is found to be lagging in brand-building work, or if licensed enterprises are found to have engaged in illegal or non-compliant conduct, once verified, the brand will be immediately announced and revoked. Brand owners must actively cooperate with excellence cultivation work and submit a brand cultivation progress report before November 30 each year, which shall be reviewed by provincial agricultural and rural affairs departments and then uniformly submitted to the Ministry of Agriculture and Rural Affairs.
The author’s own note.
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Author: Lam Sam (LamSam), the Old Tea Head
ZENTEA MANOR
Alliance Supply Chain Services Limited
Unit 902-3, 9/F, Mini Cube, 10 Sam Chuk Street, San Po Kong, Kowloon, Hong Kong
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