New agriculture plan sows seeds of rural vitalization

Editor's Note: China's 10 government bodies have jointly unveiled a new plan aimed at boosting the consumption of agricultural products by enhancing supply chains, modernizing distribution systems and stimulating domestic demand in response to changing consumer preferences. In a recent interview with Xinhua, Li Guoxiang, a researcher at the Rural Development Institute of the Chinese Academy of Social Sciences, explained how the 23 measures in the plan will affect the market and help solve problems. Following are excerpts from the interview. The views don't necessarily represent those of China Daily.

Agricultural products are an important component of overall consumption, and increasing their domestic consumption is vital for promoting economic circulation and boosting demand, which in turn contribute to broader economic and social development goals. It is also essential for rural vitalization, developing rural industries and increasing farmers' incomes.

The new plan is expected to benefit mostly the primary suppliers of agricultural products. With increased policy support and coordinated national efforts, the increase in consumption of agricultural products will directly increase the income of producers. More importantly, as demand grows, all the parties in the supply chain can share the benefits generated.

The plan promotes strong interdepartmental collaboration. In addition to the Ministry of Agriculture and Rural Affairs, departments not traditionally associated with agricultural production are now playing an important role. For example, sports authorities are helping to integrate the promotion of agricultural products in rural sports events, while the education sector contributes by including nutritious, farm-sourced meals in school lunch programs. This kind of multi-department synergy is expected to take agricultural consumption to a higher level.

But interdepartmental collaboration can also be challenging because each department has its own expertise and operational logic. This will require breaking down existing bureaucratic silos and fostering better coordination and consensus across departments to form a cohesive and efficient work mechanism.

A key priority in the implementation process will be the development and promotion of high-quality and eco-friendly agricultural products. At the same time, long-standing market issues such as false "organic" labels and fake geographical indications need to be addressed. These problems often emerge when the demand for certain products is very high, opening the door for counterfeits and mislabeling. To combat these problems, there is a need to establish product traceability systems and strengthen regulatory enforcement to root out fake and substandard goods. However, these measures can be costly and complex to implement in practice.

The plan also seeks to address a number of pain points in agricultural consumption. Today's consumers are increasingly focused on health and nutrition, yet many find it difficult to purchase such agricultural products. Meanwhile, producers of high-quality products often find it difficult to secure a fair market price. Inconsistent product quality and inefficient supply chains contribute to this disconnect between supply and demand. To bridge this gap, greater efforts are needed to improve both the cost-effectiveness and personalization of agricultural offerings, ensuring that consumers across different income levels have access to a diverse range of high-quality choices.

High prices do not always equate to high quality, nor should low prices imply poor standards. Agricultural products are influenced by a variety of factors, which affect their final quality. When changes in these conditions cause a decline in the product quality, timely adjustments must be made to maintain consumer confidence.

The proliferation of livestream e-commerce, which connects consumers directly with producers, has opened new avenues for marketing agricultural products. But livestreaming has also introduced risks. To protect consumer interests and foster a fair market environment, buyers are encouraged to actively defend their rights. Ensuring accountability in this space is crucial to prevent dishonest practices from driving out legitimate businesses.