The Ministry of Agriculture and Rural Affairs and ten other departments recently released the "Implementation Plan for Promoting Agricultural Product Consumption" (hereinafter referred to as the "Plan"), which collaborates to optimize supply, innovate circulation, activate the market, and unleash the potential for diversified, high-quality, and differentiated consumption. The consumption of agricultural products is not only related to people's daily lives, but also to increasing farmers' income. In recent years, China's agricultural products have maintained stable production and supply, and overall agricultural product consumption has remained stable. With the continuous improvement of living standards, consumers have put forward higher requirements for the quality and diversification of agricultural products, and the supply and demand structure of agricultural products needs to be further optimized. The release of the 'Plan' sends a positive signal of expanding consumption and domestic demand, and uses consumption upgrading as a lever to leverage the improvement and efficiency of the agricultural industry. Optimize supply and highlight green products. The Plan specifies to improve the production and raw material base construction level of green, organic, famous, special, new and geographical indication agricultural products ("three products and one standard"), vigorously promote variety cultivation, quality improvement, brand building and standardized production. The "three products and one standard" is an important lever to ensure the quality of agricultural products, and is a concrete manifestation of agricultural technology empowerment, standardization of the entire agricultural production process, and traceable quality. By improving the level of "three products and one standard", promoting the classification of agricultural product quality, achieving high quality and good price, allowing more high-quality agricultural products to satisfy consumers' taste buds, and making farmers' "wallets" fuller. Innovative circulation, highlighting the bidirectional driving of offline and online. In terms of expanding offline consumption channels, we will innovate festival and exhibition consumption platforms, and continue to create the Chinese Farmers' Harvest Festival Golden Autumn Consumption Season; To enrich the consumption scenarios of agricultural products, carry out themed activities such as introducing green and high-quality agricultural products into commercial districts, neighborhoods, and scenic areas; From improving the level of urban and rural consumption facilities to supporting the improvement of modern circulation networks such as agricultural product markets and cold chain distribution centers, a series of measures are aimed at promoting precise integration of production, supply, and marketing. In terms of improving the quality and efficiency of online consumption, we will tap the potential of online sales, improve the level of live broadcast e-commerce, deepen the expansion of "digital commerce for agriculture", promote agricultural product sales to embrace "Internet plus", and let more high-quality and characteristic agricultural products "fly" into ordinary people's homes. Activate the market and highlight multiple measures. Organize specialized science popularization campaigns to promote healthy and nutritious consumption; Strengthen brand leadership and enhance consumer confidence; Promote the integration of agriculture, culture, and tourism, and expand new consumption spaces; Accelerate the integration of domestic and foreign trade, promote internal and external linkage of consumption... Strengthen the promotion of healthy consumption, forge high-quality agricultural brands, drive the coordinated development of deep processing of agricultural products, integration of upstream and downstream industries, cross-border linkage, etc., continuously extend the agricultural product industry chain, optimize the value chain, enhance added value, and match multi-level consumer demand. Food is of paramount importance to the people, and the quality of food comes first. From the meticulous cultivation in the fields to the reassuring tasting on the dining table, high-quality agricultural products are the "essential need" for consumption upgrading and also a "key" to activate the potential of domestic demand. The 'good taste' of high-quality agricultural products will continue to stimulate new consumption vitality and contribute greater strength to economic and social development. (New Society)