Zhejiang Promoting Geographical Symbol Farmers' Integration Reform allows tea and mushrooms to make money again

Zhejiang Journalist Quan Linxun Correspondent Market

West Lake Longjing, Shaoxing rice wine, Jinhua ham ... These familiar products are uniformly referred to as geographical logo products.

In recent years, with the continuous expansion of scale, the effect of increasing geographical indications has gradually emerged. At present, there are 548 geographical signs in our province. The average annual annual income of farmers has been promoted through the geographical indication industry to benefit 65,000 farmers.

How to better give full play to the potential of geographical indications? On July 12, the reporter learned from the province's geographical indicator rich farmers' integration reform and promotion meeting that the power of the eight departments of Zhejiang to actively explore the new path of the rich farmers. Let's find out how to go to the future of Zhejiang's geographical indication through three keywords.

integrated

Protection mode "Three -in -One"

Integration is the keywords that will appear many times in this promotion. Why add the word "integration" before the reform? This starts with the complicated protection mechanism of my country's geographical signs.

Geographical indications have three protection modes in my country: registered certification trademarks or collective trademarks, application geographical signs, and application for agricultural geographical indications. Due to the different application channels of each mode, the geographical indication right holders will be different, so the definition and protection of geographical indications are prone to conflict and disputes. At the same time, there are many styles of geographical signs, and it is easy to give infringement opportunities.

To break this predicament, "integration" is imperative.

The promotion meeting clearly pointed out that the "three -in -one" reform will be explored and the geographical indication mechanism of geographical indications between provincial and below departments will be promoted in an orderly manner. On the basis of mutual recognition and sharing of information, further standardize the name of geographical signs of different protection channels, and definition of geographical scope. "We are also trying to promote the unified work of protection, and strive to achieve 50 geographical indications of the‘ three -in -one ’before 2025." The relevant person in charge of the Provincial Market Supervision Bureau said.

From the brand development model of Hangzhou Trail Tea, you can see the future results of this idea.

Tongshan tea collects three protection modes of the proved trademark, geographical indication product, and agricultural geographical indication. The "six unified" management methods of unified base certification, unified production standards, unified identification packaging, unified marketing, unified brand propaganda, and unified industry supervision are magic weapons for the infringing behavior from the source to prevent infringement. In 2021, the value of the tea brand reached 2.627 billion yuan, and the comprehensive economic indicators ranked among the top in the province.

Fusion

From a explosion to a industrial chain

It is not enough to turn the geographical indication into more real gold and silver, just creating a explosive product. Only with this as the starting point, the combination of dots and faces, derived the development of more industries, can energy sources continue to benefit the local economy. At this time, the extension and integration of the industrial chain became the key.

Anji White Tea provides development ideas in practice.

In March 2018, the Song Dynasty Tea Bo Garden, which has a total investment of 660 million yuan, officially opened. When you come here, you can go to the agricultural tea fun area at the entrance to experience the outdoor life of tea farmers; then go to the Song Yun style district on the east to experience the passion of the customs of the style of the Song Dynasty and the contemporary tea culture; When you go to the tea field resort, you can enjoy the beauty of the mountains and the scenery while enjoying the mountains and wild scenery.

This method of combining tea travel not only drives the sales of Anji white tea, but also brings fire to the development of the local rural leisure tourism economy. On both sides of the road leading to the 6 kilometers of Chabo Park, the tea distribution outlets, homestays, farmhouses, supermarkets and other formats produced by tea farmers can be seen everywhere.

In the future, we will see more geographical signs adopt such development models.

According to the introduction of the promotion meeting, Zhejiang is exploring the establishment of the development pattern of upstream and downstream industries such as storage, processing, transportation, sales, and cultural tourism, and integrates the one -to -two and three industries. Organic combination, implementing the integration management model of production, supply and marketing, and accelerating the formation of a complete industrial chain.

With the end of 2025, Zhejiang will create 22 tourist scenic spots 3A and above around the geographical indication, and make the geographical signs of cakes larger and benefit millions of households.

Accurate

Create "one county, one village, one boutique"

To bigger and stronger geographical indication industries, it is inseparable from the support of elements. However, for the 26 counties of mountainous areas with relatively weak economic foundations, it is a common problem for lack of money and lack of technology.

The relevant person in charge of the Qingyuan County Market Supervision Bureau said that the value of Qingyuan shiitake mushrooms is now high, and many areas have begun to compete for the development of the shiitake mushroom industry, and the local area needs to seek differentiated development. However, the geographical location of Shan District has really weakened attractiveness.

Cracking the development dilemma of the mountains and counties, the plan given by Zhejiang is precise policies and selection of heavy development -based on the county area, carry out the "one county, one village, one boutique" plan, each county selects a village with unique quality products ( Town), focusing on promoting special products.

In terms of talent support, Zhejiang will set up an expert consultant group to carry out services such as technical guidance, entrepreneurial incubation, standard development and implementation, brand protection for the development needs of 26 counties in the mountainous counties. At the same time, Zhejiang will also carry out the pairing and improvement actions of characteristic industries, choose strong economic counties and strong districts with good geographical indications, actively connect with 26 counties in mountainous areas, and carry out one -to -one assistance projects.

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