Fighting against counterfeiting requires hard measures to protect the brands of agricultural products.

The brand protection of agricultural products has reached a very critical moment, which can not be bypassed.

Heilongjiang Wuchang "Rice Flower fragrance" rice is well-known, delicious and easy to sell. But it is not certain that you can buy the original Wuchang rice. According to a peasant cadre, people say that Wuchang rice is the first in the world, but the world rice is in chaos. Now, Wuchang has a total of 2.1 million mu of rice paddies, and if the fake Wuchang rice on the market is converted into a planting area, it will be a few or dozens of 2.1 million mu. According to the Wuchang Municipal Bureau of Statistics, Wuchang rice produced nearly 580000 tons in 2014, with less than 1 jin per capita in the country, but industry insiders estimate that at least 10 million tons of Wuchang rice are on sale in the national market.

Not only Wuchang rice, but if you are a famous agricultural product, someone will pretend to be you. Apples from Yantai, Shandong, pears from Laiyang, taros from Lipu, Guangxi, Longjing from Hangzhou, Zhejiang, ham from Xuanwei, Yunnan, Pu'er tea from Banna, hairy crabs from Yangcheng Lake, Jiangsu. It is almost impossible to find a famous agricultural product that is not impersonated.

There are a variety of ways to impersonate. Add a little flavor to the rice and it becomes Wuchang rice. Hairy crabs transported from elsewhere took a bath in Yangcheng Lake and became Yangcheng Lake hairy crabs. After being impersonated, it is difficult to guarantee the quality of some well-known agricultural products, and it is inevitable that the brand has been smashed and destroyed the market. Two years ago, a vice mayor of Wuchang led a working group to crack down on counterfeiting in grain markets all over the country, with little effect, and was almost beaten up at a fake Wuchang rice marketing point. In the place of origin of agricultural products that have been impersonated, both farmers and cadres are very anxious.

There is no time to wait to protect the brands of agricultural products.

After years of forging, the combination of local characteristics and industrial advantages, China has formed a large number of well-known agricultural products brands. With well-known agricultural brands as the leader, China's brand agriculture is growing rapidly. The number of registered trademarks of agricultural products has increased from 600000 in 2008 to 1.25 million in 2012, doubling in four or five years. However, because of the late start and poor foundation, the competitiveness of many products is relatively weak, most of the influence is still local, there are not many cross-provincial and cross-regional brands, there are even fewer international well-known brands, and some brands that originally have advantages, due to the imperfect protection mechanism, some are only famous for a while. At this critical moment, if well-known agricultural brands are allowed to be impersonated, it will not be far away from the market.

To crack down on fake and shoddy agricultural products, it is very difficult to fundamentally solve the problem just by being reasonable. It is a hard move to solve the problem by legal means. For some time, the "Xihu Longjing Tea" anti-counterfeiting campaign has been carried out in many cities across the country, and several cases have been filed in the Binhu District Court in Wuxi City, Jiangsu Province, and some large supermarkets and tea shops in Wuxi have been sued. It is not only a task, but also a mission to use the necessary hard means to turn fake and shoddy agricultural products into rats crossing the street.

For the brand of agricultural products, construction and protection are equally important. Accelerating the construction of agricultural brand has become an urgent task to change the development mode of agricultural production and promote the development of modern agriculture, and it is also of great significance to improve the international competitiveness of agricultural products. It is necessary to further step up efforts to promote the brand building of agricultural products and improve the design of relevant systems and laws and regulations, so that consumers can buy comfortable brands and eat assured food.