Reflections on Agricultural Branding

Branding is a core part of modern agriculture. In the era of rural revitalization, countless agricultural brands like Chu Orange, Huiyuan Juice, and Nongfu Spring will emerge.

The food market is layered and diverse. We need daily staples, but we also need branded, attribute-rich niche foods. As those niche products accumulate loyal buyers, they gradually become influential brands—just as brands like Jiujiu Duck Neck, Weilong Spicy Strips, and Want Want Milk rose from nothing within their niches.

Agriculture is more than first-industry food supply; it is also a key source of industrial raw materials and a carrier for tourism. Building agricultural brands helps link primary, secondary, and tertiary industries and unlock deeper value.

Today, our agricultural brands are still in an early stage and can roughly be grouped into three types: regional public brands, corporate brands, and product brands.

Regional public brands include Dongtai Watermelon, Yantai Apple, Laiyang Pear, Longkou Vermicelli, West Lake Longjing, Guilin Rice Noodles, and Liuzhou River Snail Rice Noodles. These form over long periods through unique climates and cultivation practices; they are often managed by local authorities and shared by producers. When products become a mixed bag, the brand suffers. Such public brands typically take decades, even centuries, to form naturally; there are few examples of inventing one quickly—Lishui Shanggeng is one.

For companies, building their own corporate and product brands is paramount. But you cannot build a brand just for show; a name created to force a rhyme is no brand at all. A brand must align with company positioning, products, and services, and must be spread widely through integrated media. Above all, brand building is never overnight—it takes a long, steady accumulation before it becomes a true gold plaque.

Published at: Nov 21, 2025 · Modified at: Nov 21, 2025