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新华鲜报丨“土特产”走向大市场!十部门联手促农产品消费
Xin Hua She· 2025-07-27 04:34
翻开这份实施方案,一系列鲜明举措指向推动农产品供需结构升级,释放多样化、品质化、差异化消费潜力。 ——优化供给:满足品质化需求 到草莓园进行"沉浸式"采摘、西北的滩羊通过冷链抵达南方居民餐桌、武夷山茶农直播古茶树认养……居民消费日益注重品质与体验,国内农产 品供应体系正积极适应调整。 云南咖啡、柞水木耳、延安苹果、新疆棉花、茂名荔枝……这些有特色的农产品,是广大消费者的心头好。 农产品消费一头连着百姓生活,一头关系农民增收。小小"土特产"如何更好走向大市场? 7月27日,农业农村部等十部门发布促进农产品消费实施方案,明确9方面23条举措,从优化供给端、创新流通端、激活市场端等共同发力,扩大 农产品消费。这一实施方案的发布释放出拓消费、扩内需的积极信号,对持续推动经济稳中向好具有重要意义。 当前,我国农产品消费总体稳定的同时,结构上有待调整。依托农业农村特色资源,开发农业多种功能、挖掘乡村多元价值,推动一二三产业融 合发展,"土特产"仍有较大消费潜力。 如持续打造中国农民丰收节金秋消费季,开展"百名主播+千个乡村+万种产品"公益助农促销、"土特产"集中推介等系列庆丰收促消费活动;支持 各地农产品经营企业深入对接 ...
兴农评|“文化赋值”让农产品潮起来
Nan Fang Nong Cun Bao· 2025-05-22 16:01
Core Viewpoint - The integration of cultural elements into agricultural products is enhancing their market appeal and driving economic growth in the agricultural sector [5][17][20]. Group 1: Cultural Integration - Cultural symbols are increasing the recognition of agricultural products, making them more appealing to consumers [6][7]. - Products like "Guangdong Sanbao" are leveraging local cultural symbols to attract customers, emphasizing the importance of cultural identity in marketing [8][9]. Group 2: Storytelling and Emotional Connection - The historical narratives associated with products, such as the story of Yingde black tea, are creating emotional connections with consumers, enhancing brand reputation [10][12]. - Telling compelling stories about agricultural products can significantly boost their market presence and consumer engagement [11][12]. Group 3: Value Addition through Cultural Creativity - Cultural creativity is extending the agricultural product value chain, as seen with Yunnan's tea farmers who have increased product value by 300% through cultural storytelling [13][14]. - The integration of cultural concepts, like "Qinling ecological aesthetics," is generating substantial tourism orders for products like Shaanxi's black fungus [14][15]. Group 4: Economic Transformation - The establishment of cultural zones at events like the Shenzhen Cultural Expo indicates a shift towards a model where cultural value is central to agricultural economics [17][18]. - This transformation reflects a broader trend in Chinese agriculture, moving from quantity-focused production to a model that emphasizes cultural significance and emotional resonance [18][19].