A strong foundation makes brand agriculture more stable.

With the acceleration of modern agriculture, many local governments have put brand building on the strategic level. At the end of 2014, the Ministry of Agriculture issued the Research report on Brand Development of Agricultural products in China, which systematically discussed the development of brand agriculture and the system construction of agricultural brand. The construction of agricultural brand is a systematic project, which requires top-level design and overall planning of the overall situation, but also needs to do a good job in the basic support of brand agricultural construction from many subdivided fields, such as certification system, quality and safety system, supervision system and so on.

Establish a scientific and effective certification system. In recent years, the requirements for the quality and safety of agricultural products have shifted from qualified final products to standardized, safe and reliable planting and breeding links, and actively respected and implemented the whole process control of agricultural product quality and safety from "farm to table". It has produced the production management and control system and the corresponding system certification. At present, due to the lack of standardized and standardized management of many agricultural products in China, the quality of their products is difficult to be effectively guaranteed, and brand building loses its basic support. In recent years, the "three products and one standard" certification system, GAP good agricultural practices, GVP good production practices have been continuously improved, and the production management level and quality and safety level of agricultural products have been improved in an all-round way. Strict certification standards and strengthened post-certification supervision can make brand products play an exemplary and leading role in process control, reduced production and ecological environment protection.

We will comprehensively raise the level of agricultural standardization. Agricultural standardization is not only the important foundation and symbol of the development of modern agriculture, but also the basic condition of agricultural brand construction. Standardization promotes brand development, and brand promotes standardization construction. In 2014, agricultural departments at all levels intensified the work of agricultural standardization, established the concept of brands, and regarded the promotion of agricultural standardization as a basic work around the goal of developing, cultivating and creating brand agricultural products. guide producers and operators to develop and cultivate more pollution-free agricultural products, green food and organic food, and cultivate a number of agricultural standardization demonstration projects with local characteristics.

Speed up the establishment of a traceability system for the quality of agricultural products. In 2014, the Agricultural products quality and Safety Center of the Ministry of Agriculture set up a traceability management office, vigorously promoted the construction of a traceability system for agricultural products, focused on building a unified national traceability information platform, and actively carried out traceability pilot projects. we will vigorously promote the management of the origin of agricultural products and market access, gradually achieve standardization and institutionalization, and change the management work from passive management to normal management and source management. In 2014, the Ministry of Agriculture issued the "guidance on accelerating the Construction of the Credit system for the quality and Safety of Agricultural products", requiring that agricultural enterprises and agricultural production enterprises, farmers' cooperatives, and large farmers and farmers as the focus, establish a trustworthy incentive and punishment mechanism for breaking promises, comprehensively enhance the quality and safety awareness and credit level of agricultural products, and basically establish a credit system for the quality and safety of agricultural products through five years of efforts. Comprehensively promoting the construction of agricultural product quality traceability system and integrity system will help to change the mode of agricultural development, improve the quality of agricultural development, and lay a solid foundation for brand building.

We will improve the quality supervision system of agricultural products. Strengthening the supervision of the quality and safety of agricultural products will help to improve the sense of responsibility, integrity and self-discipline of the main body of agricultural production and operation, give full play to the role of market regulation, and improve the supervision efficiency of the quality and safety of agricultural products. The main task of the national quality and safety supervision of agricultural products is to "eliminate hidden dangers and ensure safety, control the level of the source, improve the strong ability of the system, and perfect the mechanism of system construction". The level of source control is to start with production, vigorously promote the establishment of standardized demonstration, strengthen quality control in the production process, and constantly improve the quality and safety level of agricultural products. To improve the system and strong capacity is to strengthen the construction of the institutional team, to strengthen the guarantee of supervision conditions for law enforcement, and to comprehensively enhance the ability of supervision; to improve the system-building mechanism is to constantly sum up successful experiences and practices and form systems and models, which should be promoted throughout the country and form a long-term supervision mechanism with a combination of incentives and constraints. Over the past year, agricultural administrative departments at all levels have strengthened the construction and management of the quality inspection system for agricultural products, continuously improved the public service capacity of the agricultural sector, and performed their duties of supervision over the quality and safety of agricultural products in accordance with the law, thus ensuring the safety of the agricultural industry and the consumption of agricultural products.

The 2014 Central Rural work Conference proposed that on the basis of stabilizing grain production, we should actively promote the adjustment of agricultural structure, rely on the support of science and technology, and change from "production-oriented" to "consumption-oriented". In the era of diversified consumption, Chinese agriculture must implement brand strategy, improve the quality level and market competitiveness of agricultural products, meet the upgrading consumer demand, and guide the emergence of healthy and safe consumption, so as to form brand competitiveness. Only by letting high-quality agricultural brands enter the hearts of consumers, can agriculture get more space for survival and development.