Functional agriculture -- a new trend of future agricultural development

With the social progress and economic development, health has become the theme of people's life. People's demand for agricultural products and food has not only stayed in the stage of solving food and clothing and ensuring safety, but has higher requirements, hoping that it will be functional, nutritious and healthy in one. Under the background of the big health strategy, China's agriculture will also enter a new development period, after high-yield agriculture and green agriculture, functional agriculture is considered to be the third development stage, and the market structure and consumption demand of agricultural products will undergo important changes.

How to develop functional agricultural products?

At present, the functionalization of agricultural products is becoming more and more obvious, and people's health needs are increasingly strong, functional agriculture has a broad future, but it has many problems to be solved. In our country, the functional agricultural products industry has not yet formed, and the development is relatively slow. In terms of policy promotion, market development and media publicity, functional agricultural products are still in the initial stage, the public scientific awareness is low, and the people do not understand functional agricultural products. So, what do we do if we want to invest in functional agriculture and develop functional agricultural products?

Functional agriculture -- a new trend of future agricultural development

1, formulate strict production standards to control the quality of agricultural products

At present, consumers lack trust in some products, one of the reasons is the lack of uniform standards related to products. If functional agricultural products want to enter the market in large numbers, the market must be standardized.

"First of all, the basic quantification of a certain or several health-beneficial ingredients in agricultural products; Secondly, it should be able to standardize and produce according to standardization; Third, it should be labeled to let people know that it is a functional agricultural product, and even if it cannot claim function, it must have a concept of quantity. Said Jin Zonglian, a professor at Beijing Union University's College of Applied Arts and Sciences.

Although there are a lot of quality standards of agricultural products in China, the quality of agricultural products is different due to the differences in origin, production means and processing control methods. In addition, functional agricultural products have their particularities, and the content of one or several healthy ingredients needs to be increased, not only quantitative, but also standardized production must be achieved, which is extremely important to ensure the nutrition and safety of products.

Functional agriculture -- a new trend of future agricultural development

2. Improve social cognition to guide healthy consumption

At present, China's food industry is experiencing the transformation from subsistence consumption to nutrition, health and enjoyment consumption. People's demand for agricultural products is also bound to undergo the same transformation, and the market demand for safe, high-quality and branded agricultural products is strong. However, consumers' cognition of functional agricultural products still has certain limitations, the ability to judge the pros and cons of agricultural products is still relatively weak, and the trust degree of some publicity is obviously insufficient.

Therefore, it is necessary to rationally publicize the specific nutritional composition and nutritional health value of functional agricultural products, give full play to the role of industry experts, improve the expert publicity or consulting team, and carry out scientific evaluation and interpretation of relevant scientific consumption knowledge in a timely manner.

We must abandon grandiosity, correctly guide public opinion, and guide healthy consumption. Through rational publicity, it can not only continuously enhance the market influence and visibility of functional agricultural products, but also meet the public's consumption demand for nutritious and healthy agricultural products, which is of great significance for adjusting people's reasonable diet and improving health level.

Functional agriculture -- a new trend of future agricultural development

3. Integrate force to build brand

We can from the uniqueness of the product, the origin of the product, the technical content of the product, the processing technology of the product and other aspects of product positioning, through the analysis of the target market and target customers, to decide whether to serve high-end consumers or ordinary consumers.

Ningxia wolfberry as an example, Ningxia has ten brands of wolfberry, "Ningxia red" play health care card, with wolfberry as raw materials to produce wolfberry wine; "Bairui Source" play health brand, R & D and production of wolfberry liquid, pastries; "Rui Du Rui" mainly exports raw materials, with Europe as the target market.

The purpose of brand shaping is to externalize the connotation of the product through image planning, design and packaging. In the process of shaping the brand, it is necessary to tell the story of the brand, and the brand with cultural foundation will have strong vitality. In addition, we should pay attention to the improvement of advantages. For example, through the improvement of varieties and planting methods, the appearance of the product has a high degree of recognition, such as red kiwi, red dragon fruit, purple potato, etc., can allow consumers to distinguish at a glance in the appearance. In terms of marketing, the way of functional agricultural products is different from bulk products, and its promotion needs a high-specification platform, product packaging should be exquisite, and there should be a professional planning team.

Although the functional agricultural products industry faces many problems, it is growing rapidly, more and more products will gradually be accepted and recognized by consumers, and more and more enterprises will realize their own health transformation in seeking product differentiation, enhancing the added value of products, and appealing to the nutritional value of products.