拓展农产品消费新空间（政策解读）

Core Insights - The article discusses the evolving consumer preferences in agricultural products, emphasizing quality, personalization, and functionality over traditional staples [1] - A joint implementation plan by multiple government departments aims to promote agricultural product consumption through 23 specific measures [1] Supply Enhancement - Agricultural production is the source of agricultural consumption, with a high quality safety monitoring rate of 97.9% in the first half of the year [2] - Since the 14th Five-Year Plan, 36,000 new certifications for green, organic, and specialty agricultural products have been issued, a 70% increase from the end of the 13th Five-Year Plan [2] - The annual supply of green quality agricultural products exceeds 200 million tons, with projected sales of green food reaching 609.78 billion yuan in 2024 [2] Distribution Improvement - A modern agricultural product distribution system is essential for reducing losses and enhancing consumption quality [3] - The Ministry of Commerce is working on improving the agricultural supply chain and promoting rural e-commerce, with a projected 15.8% year-on-year growth in online agricultural product retail sales in 2024 [3] - The annual consumption of fresh agricultural products in China reaches 1 billion tons, supported by cold chain logistics, which is crucial for maintaining product freshness [3] Market Activation - The Ministry of Agriculture is developing a national market system for agricultural products, focusing on cold storage and logistics infrastructure [4] - There is a growing trend towards experiential consumption, with an emphasis on rural leisure tourism as a means to create new consumption scenarios [4] - The projected revenue from leisure agriculture is nearly 900 billion yuan in 2024, highlighting its role in tourism and consumption innovation [4] Consumer Engagement - The implementation plan includes initiatives like the "Chinese Farmers' Harvest Festival" to stimulate agricultural product consumption, with over 3,000 events planned for 2024 [5] - Activities such as "100 hosts + 1,000 villages + 10,000 products" will be organized to create more consumption scenarios [5]