（文章来源：经济日报） 农业品牌是乡村特色产业发展水平的重要标志，培育和发展农业品牌是推进乡村全面振兴、加快建设农 业强国的重要抓手。近年来，国家围绕打造农业品牌出台一系列政策措施，各地结合自身实际积极培育 农业品牌。特色鲜明、质量过硬、竞争力强的农业品牌不断涌现，带动了乡村产业发展，促进了农民持 续增收。但也要看到，各地农业品牌大而不强、多而不精等问题依然突出，品牌竞争力、影响力、带动 力都存在很大的提升空间。 乐东蜜瓜、琼中绿橙、澄迈地瓜，海南越来越多的市县有了自己的主打农产品；火龙果除了可以生吃， 还研发出果浆、化妆品等多种新产品，实现了一物多用……近日，在海口举行的2025年第28届中国（海 南）国际热带农产品冬季交易会上，笔者发现越来越多的地方日益重视农业品牌建设，并通过多年的发 展取得丰硕成果。 农业强，品牌必须强。"十五五"规划建议提出，加快农业农村现代化，扎实推进乡村全面振兴。农业品 牌是推进乡村全面振兴战略的重要抓手，在推动农业提质增效，带动农民持续增收方面具有重要作用。 各地需因地制宜，在加快农业品牌建设、加强农业品牌宣传推广、强化农业品牌带动引领，不断做优做 强现代农业产业的同时，擦亮土 ...

Core Insights - The "Ledu" regional public brand is gaining recognition through the Winter Trade Fair, enhancing the visibility of local agricultural products, particularly the Ledu honeydew melon [2][3] Group 1: Product Highlights - Ledu honeydew melon is a traditional specialty of Ledu Li Autonomous County, achieving significant brand awareness at the Winter Trade Fair, with over 200 melons cut for tasting [2] - Zhejiang Wenzhou Chengxin Fruit Forest, a buyer, purchases Ledu honeydew melons worth 20 million yuan annually, indicating strong demand in mid-to-high-end retail [2] - New products, such as the salt-tolerant hybrid rice "Jingliangyou 3261," were showcased, aiming to optimize market entry through consumer feedback [2] Group 2: Market Trends - The number of buyers and consumers consulting at the Ledu pavilion has increased compared to the previous year, reflecting growing interest in Ledu's seafood and agricultural products [3] - Ledu has developed a unique agricultural industry system based on tropical fruits, winter vegetables, and breeding, supported by favorable climate and soil conditions [3] - The Ledu Agricultural and Rural Bureau emphasizes the importance of the Winter Trade Fair in deepening the "Ledu" brand and plans to enhance product standards and storytelling to build trust [3]

Core Viewpoint - The article highlights the successful harvest and market performance of Ledu honey melons, which have gained popularity in mainland markets due to their high quality and unique characteristics [1] Group 1: Market Performance - Ledu honey melons are currently selling for around 5 yuan per kilogram, reflecting a strong market demand since their harvest began in late September [1] - The melons are marketed through order sales and procurement by buyers, indicating a well-established distribution network [1] Group 2: Agricultural Background - Ledu honey melons have a cultivation history of nearly 30 years, starting from the introduction in 1996 [1] - The melons are available from late September to May, filling the gap in the domestic market during winter and spring when other regions do not have melons available [1] - Ledu honey melons account for 80% of the national winter melon market, showcasing their dominance in this segment [1] Group 3: Quality and Recognition - The melons are noted for their crisp texture, high sweetness, and strong aroma, which contribute to their appeal [1] - Ledu has received several accolades, including "Top Ten Quality Fruit Production Bases in China" and "Hometown of Honey Melons in China" [1]