The "landmark" agricultural products are in trouble: applying for hot use and cold effect is poor.

Jinci rice, Jiaocheng jujube, Ruicheng pepper, Guxian walnut, right jade mutton. Statistics from the Department of Agriculture of Shanxi Province show that at present, 98 kinds of agricultural products in Shanxi have been certified by the Ministry of Agriculture, ranking third in the country.

Geographical indication of agricultural products is not only a kind of logo, but also a kind of intangible assets. If it is well used and well protected, it can bring alive the economy of one side and the people of the rich side. However, due to the lack of long-term planning and the lag of brand development and protection, some geographical indication agricultural products in Shanxi have the phenomenon of "hot application, cold use and poor effect", which is far from achieving market performance commensurate with its resource endowment. Its industrialization development is faced with great difficulties.

Industry insiders suggest that all localities should strengthen the publicity of geographical indication products, do a good job in the supervision and protection of geographical indication products, and ensure the improvement of quality and the safety of product quality, so as to give full play to the brand influence of geographical indication products and promote the rapid development of characteristic agriculture and agricultural regional economy. Geographical indication agricultural products refer to agricultural products produced in specific regions and named after geographical names after examination and approval. In 2007, the Ministry of Agriculture promulgated the measures for the Administration of Geographical indications of Agricultural products, which started the registration and protection of geographical indications of agricultural products in an all-round way since February 1, 2008.

In recent years, the importance of geographical indication trademark has become increasingly prominent, and it has become the "umbrella" of agricultural products with regional characteristics and the booster of "invigorating agriculture and enriching farmers". According to statistics, at present, more than 1200 geographical indications of agricultural products have been registered nationwide.

As one of the 12 pilot provinces of geographical indications for agricultural products, Shanxi Province has made great efforts to promote the registration and protection of geographical indications in recent years. Shanxi is located at the eastern end of the Loess Plateau, with a large north-south span, diverse geography and climate, and rich types of agricultural products. Millet, mixed beans, buckwheat, oats and other miscellaneous grain types are complete, the output and quality are among the best in the country, and are known as the "small miscellaneous grain kingdom". In addition, the output of apple, jujube and walnut in Shanxi ranks among the top three in the country, and the quality of dried and fresh fruit is good. According to the preliminary statistics of the agricultural department, there are more than 180 kinds of geographical indication agricultural products that can be registered and protected in Shanxi Province.

Zhao Anze, deputy inspector of the Shanxi Provincial Department of Agriculture, said: "the geographical indication of agricultural products is not only a regional symbol, it allows agricultural products to have a 'first name' and a 'surname' to enter the market, and it is a strong guarantee for agricultural products to win market competition. it is also an important way to promote the industrialization of characteristic agriculture."

However, in the minds of ordinary consumers, the term geographical indication of agricultural products still seems a little strange. The reporter recently visited a number of large supermarkets and specialty markets in Taiyuan, Yuncheng and other places and found that most of the agricultural products in Shanxi Province that have obtained geographical indications do not use geographical indications on their product packaging. The reporter randomly interviewed more than a dozen shoppers, and almost all of them made it clear that they had never heard of the name of geographical indications of agricultural products.

Wang Wanbao, head of the Wanbao Fruit planting and sales Cooperative in Linqu County, Yuncheng City, said: "Linyi Apple obtained the certification of geographical indications for agricultural products of the Ministry of Agriculture as early as 2013. However, our cooperative still calls for the 'Wanbao' brand Apple as its own brand, and hardly uses the 'Linyi Apple' geographical indication."

Yang Shiping, deputy director of the famous and quality products Development Center of the Shanxi Provincial Department of Agriculture, said that now many places have shown high enthusiasm for applying for geographical indications, but due to the lack of long-term planning, the development and protection of brands after successful declaration has not been kept up in time, resulting in the original intention of declaration is quite different from the actual effect, falling into the dilemma of "hot application, cold use", and the development of industrialization is faced with difficulties.

The landmark did not bring considerable benefits.

It is understood that the declaration of geographical indication agricultural products needs to go through many procedures, such as research and planning, data preparation, product testing, evaluation and declaration, expert review, national examination and approval, and so on. However, except for a few varieties, the geographical indication agricultural products in Shanxi Province have not brought the expected economic benefits, such as the brand is not strong, the industrial leader is not strong, the industrial chain is not perfect, it is difficult to become a pillar industry to drive farmers to get rich.

"take the 'Ruicheng Zanthoxylum bungeanum' produced here as an example, due to the lack of leading enterprises, and families do not have the ability to promote geographical indications, so the annual output value has not changed much compared with that before protection, only the name is protected, and the actual benefit is not great." Li Yongquan, a pepper farmer in Zhongyao Township, Ruicheng County, Shanxi Province, said.

During the interview, the reporter found that most of the geographical indication agricultural products in various places have not achieved a unified brand, unified packaging, unified standards, and unified management, and it is very difficult to form a joint force to promote geographical indication products in their own way and decentralized operation.

Li Shimin, director of the regionalization and Excellence Center of Yuncheng Agricultural Committee, said: "Geographic indication products are public. In the same area, one enterprise may enjoy the publicity achievements of another enterprise. Some operators who have established a sound production and marketing system and have a good market reputation are also worried that sharing geographical indications will lead to a mixture of fish and dragons. Therefore, enterprises are more willing to spend energy on promoting their own brands."

Huang Yunxia, a professor at Taiyuan University of Technology, believes that the reason for the embarrassing situation of vigorous application of "landmark" agricultural products and disappearing after application is that the government and enterprises do not pay enough attention to protection and development, and insufficient investment is the main reason. In addition, the social attention of geographical indication products is not high, consumers are relatively unfamiliar with this, and the enthusiasm of continuous investment will be affected.

Yang Shiping said: Shanxi agricultural products and their products have their own outstanding characteristics, but geographical indication agricultural products have not formed a benign mechanism of standardizing production by standards, ensuring product quality by signs, and promoting sales by brands. The road of industrialization development is relatively difficult.

Many parties work together to create a "gold-lettered signboard"

Industry experts believe that geographical indications for agricultural products are public resources, and the development and growth of related industries is a systematic project, which requires the government to formulate development plans, strengthen cooperation among relevant functional departments, and actively participate in enterprises. continue to integrate policies, funds and other resources, and jointly cultivate the brand of geographical indications products.

"the embodiment of the value of geographical indications of agricultural products is inseparable from the guidance of relevant government departments and the drive of leading enterprises." Zhao Junchao, director of the Shanxi Provincial Poverty Alleviation Office Industrial Station, said that in addition to actively applying for geographical indications, government departments should also make more efforts in excavation, protection and promotion. It is necessary to actively guide leading enterprises and cooperatives to organize scattered farmers and small enterprises, adopt standardized cultivation, maintain the regional characteristics and unique quality of products, ensure product quality from the source, and increase the market share of characteristic agricultural products.

Li Shimin, Huang Yunxia and others proposed that in order for geographical indications to play a practical role in "invigorating agriculture and enriching farmers", we should timely change the concept that "the smell of wine is not afraid of the depth of alleys", do a good job in the propaganda and promotion of geographical indications, and enhance the influence of brands. For consumers, exhibitions of geographical indication products should be held regularly to improve consumers' attention and recognition of geographical indication agricultural products; for growers, we should do some popularization work on the meaning of geographical indication agricultural products, let farmers know how much the value of geographical indications is, and clarify the responsibilities and obligations of producers.

Wang Wanbao and other grass-roots people said that in order to allow "geographical indication agricultural products" to replace "native products", we must strengthen the supervision and protection of geographical indication agricultural products, and improve the production standards and institutional norms of geographical indication agricultural products as soon as possible. to ensure the improvement of quality and product quality and safety, so that consumers can buy truly geographical indication products.