Ten departments including the Ministry of Agriculture and Rural Affairs, the National Development and Reform Commission, the Ministry of Industry and Information Technology, and the Ministry of Commerce recently jointly issued an implementation plan to promote agricultural product consumption. Following the policy ideas of optimizing the supply side, innovating the circulation side, and activating the market side, a series of new measures are proposed to adapt to the new trends and characteristics of agricultural product consumption, and focus on cultivating growth points and expanding new space from changes. How to view and implement these new measures? At the press conference held on the 29th, relevant officials from the Ministry of Agriculture and Rural Affairs, the Ministry of Industry and Information Technology, and the Ministry of Commerce interpreted this. Optimizing the supply of green and high-quality products "Currently, agricultural product consumption pays more attention to quality and personalization, and consumers' demand for branded agricultural products, as well as processed products such as new drinks and functional foods, is rapidly increasing. ”Jiang Wensheng, Deputy Minister of Agriculture and Rural Affairs, said that in response to these trends, the implementation plan proposes to optimize the supply of green and high-quality products, and create effective demand through high-quality supply. In recent years, the Ministry of Agriculture and Rural Affairs has continuously optimized the agricultural industry structure, product structure, and production structure, and developed high-quality characteristic agricultural products and services. Since the 14th Five Year Plan, there have been 36000 new certifications for green, organic, high-quality, and geographical indication agricultural products, an increase of 70% compared to the end of the 13th Five Year Plan, covering categories such as rice, flour, oil, meat, eggs, milk, fruits, vegetables, tea, and aquatic products. The total amount of green and high-quality agricultural products provided to society each year exceeds 200 million tons, and the sales of green food will reach 609.78 billion yuan in 2024. Jiang Wensheng stated that the Ministry of Agriculture and Rural Affairs will continue to vigorously develop green and high-quality agricultural products from the aspects of expanding total quantity, promoting high quality, and expanding channels. Specifically, it includes increasing efforts to cultivate green, organic, famous, unique, new, and geographical indication agricultural products; Vigorously promote the application of green organic standards, green prevention and control technologies, and improve the production technology level of green and high-quality agricultural products. The upstream of the food industry undertakes the cultivation and breeding of agricultural products such as rice, flour, oil, meat, eggs, milk, fruits, vegetables, and tea, while the downstream drives the daily dietary consumption of the people. Li Qiang, Deputy Director of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, stated that the focus will be on accelerating the application of biotechnology, creating a cluster of characteristic food industries, and expanding food consumption to continuously improve the supply-demand adaptability of the food industry and promote the upgrading of agricultural product consumption. As the demand for agricultural products among urban and rural residents in China shifts from "eating enough" to "eating well" and "eating healthily", the nutritional health of dietary structure is receiving increasing attention. Regarding this, Lei Liugong, Director of the Market and Information Technology Department of the Ministry of Agriculture and Rural Affairs, said that they will develop and promote nutritious and healthy recipes, improve public services for nutrition and health, and work with relevant departments to deepen the popularization of "healthy diet and reasonable diet". They will actively promote "reducing oil, increasing beans, adding milk" and "increasing the intake of vegetables, fruits, whole grains and aquatic products" to guide urban and rural residents to adjust their eating habits and food structure, so that ordinary people can choose, eat and eat healthily. Enrich the consumption scene of agricultural products, go to strawberry garden for "immersion" picking, Mount Wuyi tea farmers live broadcast the adoption of ancient tea trees... More and more consumers are not only concerned about the quality and safety of agricultural products, but also about social attributes, spiritual and cultural needs. Propose implementation plans to enrich the consumption scenarios of agricultural products. Lei Liugong stated that he will deploy according to the implementation plan and work with relevant departments to vigorously expand the channels for agricultural product consumption and enrich consumption scenarios. Guiding various regions to widely carry out themed activities such as introducing green and high-quality agricultural products into commercial districts, neighborhoods, and scenic areas, organizing live broadcasts of origin tracing and food tasting, and enhancing consumer experience and sense of gain; Make full use of the gathering effect of exhibitions to promote the formation of a multi-level production and sales linkage and consumption promotion platform matrix led by the China International Agricultural Products Fair, with industry exhibitions as the backbone and comprehensive exhibitions as the key support. Vigorously developing rural leisure tourism can not only activate rural resources, broaden channels for farmers to increase income, but also promote the flow of urban and rural factors and enrich the spiritual and cultural life of the masses. It is an important way to shape new consumption scenarios and expand new consumption spaces. ”Jiang Wensheng said. In 2024, the operating revenue of leisure agriculture in China will reach nearly 900 billion yuan, becoming one of the most active areas for tourism scene innovation and business integration. A new batch of internet famous villages have entered the public eye, creating new consumer experiences and cultivating new consumer formats. Jiang Wensheng stated that the next step will be to strengthen financial policy support in conjunction with relevant departments, promote the deep integration of agriculture with culture, tourism, sports, and education, develop new formats such as science popularization research and learning, intangible cultural heritage, and agricultural and sideline product processing experience, drive the real estate and sales of more characteristic agricultural products and authentic ingredients, and deeply explore rural resources, integrate modern elements to innovate content and forms, innovate "village name" cultural and sports activities, and solidly promote the integrated development of rural tourism and shopping. Improving the level of urban and rural consumption facilities. China is a major producer and consumer of agricultural products, with an annual consumption scale of up to 1 billion tons of fresh agricultural products alone. The circulation level of agricultural products directly affects the quality of consumption. Zhang Xiang, a first level inspector of the Circulation Development Department of the Ministry of Commerce, introduced that in recent years, the Ministry of Commerce has accelerated the construction of the agricultural product logistics system. By the end of 2024, it will support the construction of nearly 20 million cubic meters of various agricultural product cold chain facilities. To promote the high-quality development of rural e-commerce, the national online retail sales of agricultural products will increase by 15.8% year-on-year in 2024. Lei Liugong stated that during the 14th Five Year Plan period, the Ministry of Agriculture and Rural Affairs will focus on the "first mile" and continue to promote the construction of cold chain logistics networks in production areas. Implement the central government's cold chain project, support family farms, farmer cooperatives, and rural collective economic organizations to build cold storage and preservation facilities in production areas, and increase storage capacity by over 98 million cubic meters. Promote the construction of important nodes in the cold chain and advance the standardized and specialized development of production markets. Next, we will continue to optimize the cold chain logistics facility network in the production area, strengthen the full chain collaborative integration, and provide strong guarantees for the production, circulation, and consumption of agricultural products. ”He said that he is studying and formulating the "15th Five Year Plan" for the development of the national agricultural product origin market system, with a focus on deploying refrigeration and preservation facilities, pre cooling facilities, origin cold chain distribution centers, and post production processing capacity construction, and improving the cold chain technology service system. One point deployment, nine points implementation. Jiang Wensheng said that we will strengthen departmental and social collaboration, give full play to the role of local entities, and effectively promote the consumption of agricultural products. (New Society)