2025年中国农民丰收节金秋消费季活动日前启动。活动发布了城乡联动促消费倡议，6家电商平台推出 消费补贴、流量扶持等25项惠农措施，8家金融机构发布助农专项贷、消费满减等34项助农举措，36个 大中城市将联合开展"菜篮子"产品消费促进活动。 金秋时节话消费。针对农产品消费的新变化，如何优化绿色优质产品供给？怎样推动农业发展以满足营 养健康消费需求？在塑造消费新场景方面有哪些新招？记者采访了业内人士。 扩大绿色优质供给 顺应农产品消费变化趋势，农业农村部门积极优化农业产业结构、产品结构、生产结构。"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。各地坚持"产出 来""管出来"一起抓，带动农业生产迈向绿色化、优质化，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。 以营养健康为主线 国家食物与营养咨询委员会主任陈萌山说，当前我国农业生产和食物消费，正加快进入满足营养健康需 求的新时期，提供更高质量的农产品供给和食物营养保障，已成为满足人民美好生活期 ...

Core Viewpoint - The article discusses the implementation plan for promoting agricultural product consumption, which aims to stabilize the agricultural market, increase farmers' income, and drive high-quality agricultural development through various measures [1]. Group 1: Optimizing Supply Side - Agricultural product consumption is increasingly focused on quality and personalization, leading to a rapid growth in demand for branded products and functional foods [2]. - Since the beginning of the 14th Five-Year Plan, 36,000 new green, organic, and geographical indication agricultural products have been certified, a 70% increase compared to the end of the 13th Five-Year Plan [2]. - The goal is to provide over 200 million tons of green and high-quality agricultural products annually, with sales of green food expected to exceed 600 billion yuan in 2024 [2]. Group 2: Promoting Quality - The plan includes improving the green food standard system and promoting the application of organic standards and production procedures to enhance production technology [3]. - The Ministry of Industry and Information Technology is focusing on upgrading the food industry by leveraging biotechnology and promoting deep processing of agricultural products [3]. Group 3: Innovating Distribution - The construction of a modern agricultural product distribution system is crucial for reducing circulation losses and improving product quality, with fresh agricultural product consumption reaching 1 billion tons annually [4]. - By the end of 2024, nearly 20 million cubic meters of cold chain facilities will be supported to enhance the distribution network [5]. - The plan emphasizes the need for digital, intelligent, and standardized transformation of the agricultural supply chain [5]. Group 4: Activating Market Demand - The plan aims to diversify agricultural product consumption scenarios, encouraging activities that promote local specialties and enhance consumer engagement [6]. - Rural leisure tourism is highlighted as a growing area for expanding consumption, with various activities designed to connect urban consumers with agricultural experiences [7]. - Brand agricultural products are increasingly favored by consumers, as they are seen as a guarantee of quality and credibility [7][8]. Group 5: Enhancing Nutritional Health - The plan addresses the need for improved nutritional health services, particularly for specific demographics such as students and the elderly, to promote balanced dietary consumption [8].