Agricultural products hold high the "health card"-- are consumers willing to pay the bill?

Is there any difference between taro and taro? What's the difference in the amount of rice you eat every day? The answer is yes.

Selenium-rich red rice, rich in amino acid taro. When more and more functional agricultural products holding up the "health brand" approach us, we can't help but wonder, do these agricultural products really live up to their name? If the premium level is raised, can the efficiency of the enterprise go up? In the face of this kind of functional agricultural products, are consumers willing to pay? The reporter conducted in-depth research and interviews on this.

Is there a market basis for agricultural enterprise decision-making?

It should be said that the choice of agricultural enterprises to play the "health card" is inseparable from the concept of maintaining health through food and medicine in China since ancient times, that is to say, the concept of "food and medicine of the same origin" has a profound historical and cultural precipitation and mass foundation in China.

"Huainan Zi Xiu Wu training" said: "Shennong tastes of all kinds of herbs, and the sweetness and bitterness of water springs make people know and avoid." At this time, 70 poisons are encountered in one day. " It can be seen that in the Shennong era, there is no distinction between medicine and food, those who are not poisonous can be taken care of, and those who are poisonous should be avoided. In the book Tai Su of the Yellow Emperor's Internal Classic in the Tang Dynasty, it was written that "food on an empty stomach is food, and food for patients is medicine", reflecting the idea that "food and medicine are of the same origin".

At a time when everyone pays attention to health care, playing the concept of "food and medicine with the same origin" is indeed helpful to enhance the added value and market competitiveness of agricultural products. Lou Xiangpeng, chief consultant of Beijing Fulai Brand Marketing Consulting Agency, said that Chinese traditional Chinese medicine has had the theory of "the same origin of medicine and food" since ancient times. This theory holds that many foods are both food and medicine, and food can prevent and cure diseases as well as drugs.

The reporter conducted a random visit on the street, and ten consumers of different ages said that they would pay attention to dietotherapy at home, have higher requirements for a healthy diet, and find out what foods contain high levels of vitamins and reduce food fire.

What do professional TCM doctors think of it? Zhang Rui, a doctor in the outpatient clinic of traditional Chinese medicine at Beijing Shangdi Community Hospital, told reporters that many foods are also Chinese herbal medicines. Different agricultural products have different characteristics and have different effects on the body. When this characteristic of agricultural products is strengthened in the process of planting and breeding, it undoubtedly has a stronger health care function.

Does the function of health care live up to its name?

Agricultural enterprises are mostly promoting the health care function of agricultural products, so this function is reflected in the performance? Are the agricultural products carrying the "health brand" worthy of the name?

In the Sanhu management area of Jiangling County, Jingzhou City, Hubei Province, there are more than 5,000 mu of distinctive red rice-selenium-rich red rice planted and managed by Jingzhou Longyun Agricultural Technology Co., Ltd.

Wang Weiyun, an engineer at the Jingzhou selenium-rich Ecological Food Research and Development Center in Hubei Province, said that the average selenium content of selenium-rich red rice reaches 38ug/100 grams, which can effectively improve immunity, protect heart and brain cells, and far exceed ordinary rice in health care function.

"different agricultural products are rich in different trace elements, and there are different combinations for different physiques. As long as they are scientifically matched with diet, this kind of functional agricultural products is beneficial to the human body." Doctor Zhang Rui told reporters that for pregnant women, foods rich in trace elements of selenium do help to strengthen the body, and moderate consumption can reduce the occurrence of cardiovascular disease, hypertension and other diseases.

Take taro in Taizhou, Jiangsu Province as an example. In recent years, Taizhou taro mainly focuses on the concept of "health, health", and has achieved good social recognition. The taro quality index of Taizhou was tested with the famous taro products of three provinces and cities including Taizhou as the control system. The test results showed that the highest values of total amino acid content, collagen, phosphorus and potassium in Taizhou taro were 193%, 150%, nearly 2 times and 4.5 times higher than those of famous taro products in the other two provinces and cities, respectively. Long-term consumption can meet the needs of modern people for dietary fiber and healthy diet.

Of course, there is no exaggeration of functional agricultural products in the market. in recent years, there are a number of tea, oil, tea enterprises suspected of false propaganda, there is an obvious tendency to mislead consumers. This kind of chaos will be effectively contained after the implementation of the new "Advertising Law." Article 56 of the new Advertising Law stipulates: "if false advertisements for goods or services related to consumers' life and health cause damage to consumers, their advertising operators, advertising publishers and advertising spokesmen shall be jointly and severally liable with the advertisers." Wu Jingming, an associate professor at China University of political Science and Law, said that the new law mainly aims at behaviors suspected of fraud that have been strongly reflected by the public for a long time, and that future propaganda such as exaggeration and fraud will make the losses outweigh the gain.

How can healthy agricultural products be accepted by the market?

"healthy agricultural products are good things, but in terms of positioning, whether they can be accepted by consumers, especially ordinary consumers, is an issue that enterprises must consider." Lou Xiangpeng said that the planting and production of this kind of functional agricultural products, including marketing costs are relatively high, and will eventually be transferred to the terminal. In order to find out the market, the reporter conducted an investigation.

In Honghu City, Hubei Province, Honghu Wild Lotus Juice is a healthy drink made by Huagui Food Co., Ltd. to meet the needs of the market. According to Mei Dazuo, general manager of Huagui aquatic products, before the product was put into production, the enterprise did detailed research on the expected consumer groups in the market, and there were no similar drinks on the market. Sure enough, as soon as it was published, Honghu Wild Lotus Juice was greatly welcomed by consumers.

In terms of product form, both wild lotus juice and selenium-rich red rice tea developed by Longyun Company are aimed at the habits of the mainstream consumer groups in the market. "White-collar workers in big cities do not often cook, and this drink has been developed to meet the needs of this group of consumers." One consumer told reporters.

In terms of market positioning, the prices of wild lotus juice and red rice tea are aimed at the mainstream drinks in the market, and a series of products at different prices are launched to cover different levels of consumers. "because this kind of drink is rare in the market, coupled with its health care function, it has a strong competitiveness in the market at present." The person in charge of the enterprise told reporters.

Zhu Lizhi, a professor at the Chinese Academy of Agricultural Sciences, said that the target consumer population for the health of agricultural products is not small, the key is that the agricultural products themselves should be excellent. Organic products must be planted organically throughout the process, and if there is no evidence for which trace elements are rich, there must be a clear test certificate. In the final analysis, no matter how good it is, you have to be able to sell it.