Kong Jingwen, director of the brand management department of Lishui Agricultural Investment and Development Co Ltd, reveals that in 2020, the annual sales revenue of Lishui Shangeng-branded products is expected to exceed 10 billion yuan. [Photo by Xiao Da/chinadaily.com.cn]

Lishui Shangeng, a regional public agricultural product brand created by local government authorities in Lishui, Zhejiang province, is part of the city's important exploration of rural revitalization.

The brand is the first municipal-level public agricultural product brand in China and includes all local rural areas.

In 2014, Lishui municipal authorities decided to launch the brand as a way to integrate special local produce and increase incomes for local villagers.

"At present, a total of 977 companies, agricultural cooperatives, and family farms have joined the brand," said Kong Jingwen, director of the management department of Lishui Agricultural Investment and Development Co Ltd – brand operator of Lishui Shangeng.

Kong added that the brand highlights nine pillar industries, including edible mushrooms, tea, fruits, vegetables, traditional Chinese medicines, livestock, camellia oil, bamboo shoots, and fishing.

According to Kong, the cumulative sales revenue of Lishui Shangeng-branded agricultural products totaled 19.94 billion yuan ($2.81 billion), with an average premium rate of more than 30 percent, and the products were mainly sold to more than 20 provinces and cities, including Beijing, Shanghai, and Shenzhen.

Lishui Shangeng features a certification standards system and a traceability management system.

Farm produce carrying the brand name must be grown by members of the brand, pass a test administered by a specified testing institution, and be traceable.

Branded farm produce is packaged with a QR code, which contains all the information about the produce from production area to logistics details.

Kong said that 23 brand certificates have been issued to 21 member companies and roughly one million such QR codes have been applied to date.

Lishui Shangeng agricultural product sales outlets have been established not only in Lishui, but also in Shanghai and Hangzhou, capital of Zhejiang, to improve the brand’s profile and boost sales of Lishui-made farm produce.

Thanks to the Lishui Shangeng brand, annual sales revenue of shiitake produced in Qingyuan, a county in Lishui, reached two billion yuan, increasing the income of more than 100,000 villagers.

Kong noted that they will continue perfecting the Lishui Shangeng brand by learning from other experienced areas and increasing their efforts in promoting the regional public brand.

In 2020, the annual sales revenue of Lishui Shangeng-branded products is expected to exceed 10 billion yuan, said Kong.