品牌是一种价值理念，是品质优异的核心体现。加强农产品品牌建设，增强农产品市场竞争力，是推进农业高质量发展的关键环节。11月26日，在2022世界农场动物福利与食物健康大会上，农业农村部农产品质量安全中心总农艺师孔巍以围绕推进农产品品牌建设及动物福利在农产品品牌建设中的重要作用做了专题发言。

Branding is a value concept and the core expression of superior quality. Strengthening the branding of agricultural products and enhancing their market competitiveness are key aspects of promoting high-quality agricultural development. On November 26th, at the 2022 World Conference on Farm Animal Welfare and Food Health, Kong Wei, Chief Agronomist of the Centre for Agricultural Product Quality and Safety of the Ministry of Agriculture and Rural Affairs, gave a presentation on promoting the branding of agricultural products and the important role of animal welfare in the branding of agricultural products.

01报告摘要

Report Summary

孔巍介绍，农业农村部高度重视农产品品牌建设工作，农业农村部农产品质量安全中心落实部党组工作部署要求，立足工作职能，积极探索推进做好农产品品牌建设支撑保护体系、评价体系、培育体系建设方面的支撑服务工作。

Kong Wei introduced, the Ministry of Agriculture and Rural Affairs attaches great importance to the work of brand building of agricultural products. The Ministry of agriculture and Rural Affairs of agricultural products quality safety center implements the work deployment requirements of the leading party group, based on its job operations, and actively explores and promotes the supporting security system, evaluation system and training system for the construction of agricultural brands.

01
如何做好品牌建设的支撑体系？

How to make a good supporting system for brand building?

构建农产品品牌建设的支撑体系包括三个方面：一是融合推进农产品和农业生产两个“三品一标”，强化项目带动、政策驱动、各方联动，强化标准引领，市场引导，典型示范，打造区域品牌，企业品牌，协同发展，协同推进的机制。二是协调围绕特色农产品优势区、国家现代农业产业示范园等项目建设工作，推动农业生产“三品一标”的重点线，现代农业全产业链标准化试点基地等项目工作，强化品牌打造的支持。三是积极搭建农交会等一系列线上线下的展示对接平台支持，同时做好品牌权益维护保障工作，营造品牌发展的良好环境。

The supporting system for building the brand of agricultural products includes three aspects: first, the integration of agricultural products and agricultural production to promote the "three products and a standard", strengthen the project-driven, policy-driven, linkage of all parties, consolidate the standard-led, market-led, typical demonstration, to create regional brands, enterprise brands, collaborative development, collaborative promotion mechanism. Second is to coordinate around the characteristic agricultural products dominant area, the national modern agricultural demonstration garden and other project construction work, promote agricultural production "three products and a standard" key line, the modern agricultural whole industrial chain standardization experimental unit and other project work, strengthen the brand building support. Third, actively build a series of Agricultural Trade Fair and other online and offline display and docking platform support, while doing a good job of brand rights and interests to protect the work, to create a good environment for brand development.

02
如何做好品牌的评价体系？

How do you make a good evaluation system for your brand?

谈到关于品牌相关的目录制度建设，即品牌的评价体系，孔巍指出，主要有三方面：规则的设置、平台的搭建、秩序的维护。

When it comes to the construction of the catalogue system related to the brand, i.e. the evaluation system of the brand, Kong Wei pointed out that there are three main aspects: the setting of rules, the building of the platform and the maintenance of order.

目录制度的建设，主要是探索构建政府引导、市场主体、遵循规律、科学发展、协同推进、管理有效的品牌建设和发展机制，能够有效的引导农产品品牌建设力量的集聚，提高资源的配置效率，有效引导农产品生产经营主体，围绕打造品牌，优化品种，提升品质，引导扩大优质农产品品牌建设的规模，提升绿色、优质农产品的供给能力，提升农业供给体系的质量和效益。

The construction of the catalogue system is mainly to explore the construction of a government-led, market-oriented, rule-following, scientific development, collaborative promotion and effective management mechanism for brand construction and development, which can effectively guide the gathering of forces for brand construction of agricultural products, improve the allocation of resources, effectively guide agricultural production and management bodies, focus on building brands, optimize varieties and improve quality, guide the expansion of the scale of brand construction of high-quality agricultural products, enhance the supply capacity of green, high-quality agricultural products and improve the quality and efficiency of the agricultural supply system.

政府作为品牌目录的建设方和主办方，在规则设置方面，重点是把握品牌建设的方向，培育利益连接机制完善，能带动农民增收的品牌；培育全程质量控制管理完善，控制质量保障能力强的品牌；培育面向消费需求升级、创新能力强的品牌；培育立足优势资源，服务产业发展能力强的品牌；培育坚持绿色发展、有责任、有担当的品牌。

The government, as the builder and organizer of the brand catalogue, focuses on grasping the direction of brand building in terms of rule setting, cultivating brands with perfect benefit connection mechanisms that can drive farmers to increase their income; cultivating brands with perfect quality control management throughout the process and strong ability to control quality assurance; cultivating brands that are geared towards upgrading consumer demand and have strong innovation capability; cultivating brands that are based on advantageous resources and have strong ability to serve industrial development; and cultivating brands that adhere to green development and have responsibility and commitment.

平台搭建，建立了完善国家级的目录遴选发布和动态管理制度，支持各地方、各行业、各领域，从不同的角度、不同的维度，面对市场需求，探索推进品牌目录工作，提供展示空间，促进品牌建设，顺应大势方向，遵循科学规律，强化自我完善。

The platform was built to establish a perfect national-level catalogue selection and release and dynamic management system to support various localities, industries and fields to explore and promote the work of brand catalogue from different angles and dimensions, facing market demand, providing space for display and promoting brand building, following the general trend direction, following scientific laws and strengthening self-improvement.

做好秩序维护工作，推动完善了法律法规，权益保护，营造品牌发展的良好环境。

Doing a good job of maintaining order, promoting the improvement of laws and regulations, the protection of rights and interests, to create a good environment for brand development.

做好三个主体方面的引导工作的同时，政府还需要做好三个方面的管理和服务工作：一是培养好裁判员，要培养这些方向明、思路清、规则熟的农产品品牌建设管理工作体系队伍，为品牌目录征集遴选提供技术支撑和技术把关。二是培养一批懂管理、善传授、敢创新的教练员，能专业化的提供农产品品牌建设的技术咨询、技术培训和整个工作服务，推动农产品品牌建设水平整体水平的提升。三是做好服务工作，协调各行业、各领域、各部门的资源力量，围绕农产品品牌建设主体的需要，及时协调对接，提供政策解读、法律法规、技术标准、市场信息等方面的技术信息服务。

While doing a good job in guiding the three main aspects, the government also needs to do a good job in three aspects of management and service work: First, to train good referees, to train these clear direction, clear thinking, rules familiar with the management system of agricultural product brand construction team, to provide technical support and technical gate-keeping for the brand catalogue collection selection. The second is to cultivate a group of coaches who know how to manage, are good at teaching, dare to innovate, can specialize in providing technical advice, technical training and the whole work service for the construction of agricultural products brand, and promote the overall level of agricultural products brand construction. Third, to do a good job of service work, coordinate the resource power of various industries, fields and departments, around the needs of the main body of agricultural product brand construction, timely coordination and docking, to provide policy interpretation, laws and regulations, technical standards, market information and other aspects of technical information services.

How to cultivate a good brand support system?

Kong Wei suggests that there are five main areas of focus.

Firstly, we should cultivate good products by actively supporting the development of famous, special, and new local agricultural products that showcase characteristics of the county or region. This includes supporting large-scale production of special agricultural products by operating entities, developing healthy agricultural products that leverage local natural resources and evoke nostalgia for home, creating native agricultural products that retain their original taste, and producing novel agricultural products that embody traditional culture, farming civilization, rural harmony, livability, creativity, and innovation. We should also preserve agriculture's food culture and flavor art through pre-fabricated dishes. We should also develop green and organic geographical indications of agricultural products and expand the supply of green and high-quality featured agricultural products to meet consumer demands and adapt to local features, producers, and industry development. Overall, the goal is to create a diverse, multidimensional, and multifaceted product portfolio.

Secondly, we should establish a good model for the agricultural industry by promoting region-specific whole-process quality control technology systems, enhancing standardized production levels, improving quality control capabilities, stabilizing product quality, and increasing total factor productivity. We should also better understand the scientific laws of agricultural production and development, adapt to the harmonious development of humans and nature, and focus on promoting agricultural development. Additionally, we should standardize quality management, implement good agricultural practices (GAP), align with international standards and market supply demands for standardization, high-end, and modernization, and provide GAP certification services.

Thirdly, we should promote the use of high-quality agricultural inputs, such as ecological, environmentally friendly, high-quality, economical, and practical pesticides, fertilizers, and auxiliary materials for facility agriculture by utilizing the "reform radically" governance concept and source management approach to meet the needs of healthy crop growth and featured nutritional quality.

Fourthly, we should optimize the packaging of high-quality agricultural products to support their marketing and promotion by President Xi's instructions. This involves accelerating the adoption of scientific packaging and clear identification of agricultural products, using packaging logos to showcase unique regional high-quality characteristics, and facilitating the identification and connection between agricultural product production and consumption. We should also promote ecologically friendly, high-quality, attractive, and convenient agricultural product packaging logos to protect the quality, improve the brand image of high-quality regional agricultural products, and enhance their dissemination.

Fifthly, we need to construct large-scale bases for the agricultural industry to ensure market supply and brand construction. This includes supporting and guiding regionalization, scale, and systematization, promoting ecological and environmental protection, humanistic farming, green mountains and water, and sustainable and healthy agricultural production. We should also promote innovative mechanisms, policy creation, and model creation, to achieve good production environments, behavioral regulation, technical services, government support, and production-sales coordination. By doing so, we can fully implement General Secretary Xi's instructions, meet consumer demands and industrial development, and become an exemplar of the whole-process quality control governance capability that follows rules, laws, and regulations. We can ultimately promote high-quality and efficient agriculture, livable and business-friendly rural areas, and prosperity for farmers.

Combined with the thought of animal welfare, Kong Wei says that in our traditional culture, the concept of caring for animals has been included long before, following the law that humans and nature are in harmony. Animal welfare is in pursuit of healthy breeding, high-quality supply, and harmony between humans and nature. Among the national list of famous, special, high-quality, and new agricultural products, products of animal welfare have become a feature that complies with the development of time, harmonious coexistence, and consumption upgrades. Kong Wei looks forward to working together and deepening cooperation to disseminate the spiritual pursuit and value of harmony between humans and nature, bring an increase in the supply of safe, high-quality, nutritious and healthy, high-quality agricultural products, promote the development of high-quality agriculture, and contribute to the modernization of agriculture to build a livable, pleasant and beautiful countryside and a powerful agricultural country.