Guanxian County of Shandong: Revitalizing Agriculture through Indigenous Industry Branding

GUANXIAN, China, Feb. 22, 2024 /Xinhua-AsiaNet/–

On the eve of Spring Festival, Guanxian County of Shandong officially unveiled the brand image and digital collectibles for “Guanxian Ganoderma” and “Guanxian Pear,” awarding licenses to the first batch of companies to use the two brands’ new logos. Meanwhile, the county signed a strategic cooperation agreement on industrial brands with JD Logistics Shandong Public Affairs Department to enhance product quality, build strong brands, and bolster the industry, with the aim of continuously improving the brand value of agricultural products and promoting the high-quality development of modern agriculture.

In the process of modernizing agriculture, Guanxian has been committed to integrating brand building throughout the agricultural industrial chain, adhering to the principles of developing agriculture with quality and green products, and making every effort to promote the “Guanxian” brands of agricultural products.

The key to the path of “developing agriculture with brands” lies in the industry. Guanxian has taken the Ganoderma industry as an important pillar industry to promote its rural revitalization and created an industrial model integrating growing and processing, distribution and sales, education and training, and cultural tourism. The Ganoderma industry in the county will usher in great opportunities for advancing to a high-end level and a development pattern with improvement in all links, added-value along the whole chain and integration of the whole industry.

The county has tried its best to build a standard system for Ganoderma industry by utilizing available resources to foster the growth of industrial clusters and enhance the value chain, with a focus on supervising the product quality of Ganoderma, expediting the construction of key and major projects, encouraging the introduction and attraction of investment and enterprises, and boosting brand recognition. At present, the county possesses more than 10,000 Ganoderma greenhouses, covering an area of approximately 10,000 mu, with an output of fruiting bodies and mycelial powder reaching 12,000 tons, over 800,000 pots of bonsai, and an annual production value of 3.05 billion yuan.

In the future, Guanxian County will embark on a path to prosperity through agricultural modernization with the aid of brand promotion, focusing on three key aspects, namely strengthening the protection and application of geographical indication, continually promoting brand construction and launching diverse forms of brand publicity.