新式茶饮、低脂奶酪、谷物能量棒……不同于传统的米面油、肉蛋奶、果菜茶需求，如今消费者更加注 重农产品的品质化、个性化、功能化，许多新的消费场景也在不断出现。 近日，农业农村部、国家发展改革委等10部门联合发布《促进农产品消费实施方案》，提出9个方面23 项具体举措。 如何优供给？ 农产品消费的源头是农业生产。今年上半年，农产品质量安全例行监测合格率保持在97.9%的较高水 平。"十四五"以来，新认证绿色、有机、名特优新和地理标志农产品3.6万个，认证数量较"十三五"末 增加70%，每年向社会提供绿色优质农产品实物总量超过2亿吨，2024年绿色食品销售额6097.8亿元， 带动农产品生产向标准化、绿色化、优质化迈进。 上半年，工业和信息化部遴选发布了哈尔滨红肠、郫县豆瓣、西湖龙井茶等39个第一批重点培育的地方 特色食品产业名单，引导各地深入挖掘本地区粮油、畜禽、果蔬等特色农产品资源，加大精深加工转化 力度。"食品工业上游承接农产品种植养殖环节，下游拉动日常饮食消费，工业和信息化部将加强规划 引领和要素支持，推动食品工业提质升级，带动一二三产融合发展。"工业和信息化部消费品工业司副 司长李强表示。 如何畅流通？ ...

Core Viewpoint - The joint implementation plan by ten government departments aims to promote agricultural product consumption by optimizing supply, innovating circulation, and activating the market, aligning with new trends and characteristics in agricultural consumption [1] Group 1: Optimizing Supply of Quality Products - The plan emphasizes the need to optimize the supply of green and high-quality agricultural products, responding to the growing consumer demand for branded and functional food products [2] - Since the 14th Five-Year Plan, 36,000 new certifications for green, organic, and geographical indication products have been issued, a 70% increase compared to the end of the 13th Five-Year Plan, covering various categories including grains, meat, and vegetables [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 and Consumer Health - The food industry will focus on accelerating biotechnological applications, creating specialty food industry clusters, and expanding food consumption to improve the supply-demand match [3] - There is a shift in consumer demand from merely satisfying hunger to prioritizing quality and health, prompting initiatives to promote healthy dietary habits and nutritional public services [3] Group 3: Enriching Consumption Scenarios - The plan aims to diversify agricultural product consumption scenarios, encouraging activities like immersive picking experiences and live-streaming events to enhance consumer engagement [4] - The projected revenue for leisure agriculture in 2024 is nearly 900 billion yuan, indicating a vibrant sector that merges tourism and agriculture [4] Group 4: Improving Urban and Rural Consumption Infrastructure - China has a fresh agricultural product consumption scale of 1 billion tons annually, with logistics directly impacting consumption quality [6] - By the end of 2024, nearly 20 million cubic meters of cold chain facilities will be constructed to support agricultural product logistics, with a 15.8% year-on-year growth in online agricultural product retail sales anticipated [6] - The focus will be on enhancing cold chain logistics networks and establishing a comprehensive agricultural market system to ensure effective product flow from production to consumption [6]