Tender green vegetables, shiny peppers... In the summer morning, alpine vegetables from Longnan Township, Longquan City, carrying dewdrops, enter the cold chain for freshness, and arrive at more than 20 vegetable counters in Hangzhou Hualian Supermarket. With the brand logo of "Lishui Mountain Farming", these alpine vegetables are very popular.

In the past, agricultural products in mountainous cities had many but scattered categories and many but small entities. It was difficult for various agricultural brands to form influence and competitiveness in the market. Four years ago, Lishui integrated well-known agricultural products such as Jingning Huiming tea, Qingyuan mushrooms, Suichang chrysanthemums, and Chuzhou white lotus to create China's first prefecture-level city regional public brand - "Lishui Mountain Farming" ".

From selling local products in a small way to making the regional brand “Lishui Mountain Farming” bigger and stronger, Lishui people have identified the “golden key” of integrating agriculture and tourism. Agricultural products nurtured by good mountains, good water and good air collectively wear the regional brand coat of "Lishui Mountain Farming", demonstrating the true connotation of "ecological quality agriculture".

At about 4 pm on August 15, 2018, at the "Lishui Shangeng" tourist destination product experience store in Lishui Garden Town, although it was almost time to get off work, there were still tourists shopping. These had unified signs The agricultural products have become the best souvenirs for traveling to Lishui.

"How did you come up with the beautiful idea of ??'Lishui Mountain Farming'?" Liu Zhilong, deputy general manager of Lishui Agricultural Investment and Development Co., Ltd., participated in the entire creation of the "Lishui Mountain Farming" brand, facing reporters They all asked the same question. He pondered for a while and said, "This is not something I thought of, it was forced! If Lishui wants to develop, there is no other way to go. The combination of high-quality agriculture and agricultural tourism requires a big brand." Integrate resources”.

“Mountain” is the biggest natural feature of Lishui, and “farming” is the embodiment of traditional production methods. Lishui's nine mountains are half water and half farmland. The agricultural products "farmed" with traditional ecological production methods in an environment of "good mountains, good water and good air" must be "ecological quality products" and "healthy products". However, agricultural enterprises are "small and scattered", and although their agricultural products are of high quality, they cannot be sold at high prices.

Li Genyuan, the head of Suichang Hulugang Ecological Breeding Professional Cooperative, said that she also had her own brand in the past, "But at that time, it was called a brand, but it was actually just a name. Customers often had doubts before purchasing, so they just I’m afraid it’s not authentic local eggs.”

Like Li Genyuan, many heads of agricultural product cooperatives in Lishui have encountered this problem: without a brand, customers do not trust the products.

“From the hard work in the fields to the simple wishes of the villagers, everyone can feel the importance of creating a big brand of agricultural products for the people of Lishui.” Liu Zhilong clearly remembers that Zhejiang University’s Experts once expressed such emotion after being invited to Lishui for inspection.

In 2013, Lishui City established a state-owned agricultural investment company to implement ecological planning, standardized production, brand management, and e-commerce marketing for high-quality agriculture. The following year, Lishui City commissioned the CARD China Agricultural Brand Research Center of Zhejiang University to conduct brand strategic planning, and in September created the public brand "Lishui Mountain Farming".

Liu Zhilong explained that after "Lishui Mountain Farming" was registered by the Lishui City Ecological Agriculture Association, it entrusted the state-owned company Lishui Agricultural Investment Development Co., Ltd. to operate, ensuring the credibility of "Lishui Mountain Farming" with the existing government endorsement. There is also the flexibility of market entities.