Core Insights - The article discusses a new implementation plan jointly issued by ten government departments in China to promote agricultural product consumption, focusing on optimizing supply, innovating circulation, and activating the market [1] Group 1: Optimizing Supply - The plan emphasizes the need to enhance the supply of high-quality agricultural products, responding to the growing consumer demand for quality and personalized products [2] - Since the 14th Five-Year Plan, 36,000 new certifications for green, organic, and specialty agricultural products have been issued, a 70% increase compared to the end of the 13th Five-Year Plan [2] - The annual supply of green and high-quality agricultural products exceeds 200 million tons, with a projected sales revenue of 609.78 billion yuan for green food in 2024 [2] Group 2: Enhancing Food Industry - The food industry is encouraged to accelerate the application of biotechnology, create specialty food industry clusters, and expand food consumption to improve the alignment of supply and demand [3] - There is a shift in consumer demand from merely filling basic needs to seeking quality and health in dietary choices, prompting initiatives to promote healthy eating habits [3] Group 3: Expanding Consumption Scenarios - The plan aims to enrich agricultural product consumption scenarios, encouraging activities that enhance consumer experience, such as live-streaming and food tasting events [4] - The leisure agriculture sector is projected to generate nearly 900 billion yuan in revenue in 2024, highlighting its role in tourism and consumer experience innovation [4] Group 4: Improving Infrastructure - The cold chain logistics system for agricultural products is being enhanced, with nearly 20 million cubic meters of cold chain facilities expected to be built by the end of 2024 [6] - The focus is on improving the first-mile logistics, with over 98 million cubic meters of cold storage capacity added to support family farms and cooperatives [6] Group 5: Financial and Policy Support - Future efforts will include strengthening financial policy support and promoting the integration of agriculture with culture, tourism, and education to develop new business models [5]

Core Viewpoint - The Ministry of Agriculture and Rural Affairs emphasizes that agricultural product consumption is crucial for improving people's well-being, stabilizing the agricultural market, increasing farmers' income, and promoting high-quality agricultural development through a newly released implementation plan [1] Group 1: Consumption Trends - Agricultural product consumption is increasingly focused on quality and personalization, with a rapid growth in demand for branded products and functional foods [3] - The implementation plan aims to enhance the supply of green and high-quality agricultural products, improve quality evaluation, and develop new processed products to meet consumer demands [3] - There is significant growth potential in dairy and soybean consumption, with current per capita dairy consumption at 40.5 kg, well below the recommended 110-183 kg [3] Group 2: Consumption Scenarios - Consumers are placing more emphasis on experiential and interactive consumption, leading to the creation of various promotional activities and events to stimulate urban and rural markets [4] - The Ministry has promoted 240 key leisure agricultural counties and over 2,195 beautiful leisure villages, aiming to enhance rural tourism and create new consumption growth points [4] - By 2024, leisure agriculture is projected to generate nearly 900 billion yuan in revenue, becoming a vibrant area for tourism innovation and integration [4] Group 3: Consumption Assurance - The implementation plan focuses on improving the efficiency of agricultural product circulation and enhancing collaboration between production and sales [5] - It proposes the establishment of a comprehensive circulation network, including cold chain logistics, to address the "last mile" issue in agricultural product distribution [5] - The Ministry of Commerce supports the construction of nearly 20 million cubic meters of cold chain facilities by the end of 2024, aiming to enhance rural e-commerce and promote digital transformation in the agricultural supply chain [6]