Guangdong introduces new policies to build an internationally competitive "Cantonese brand" agricultural product brand system

China News Service, Guangzhou, November 12 (Reporter Cheng Jingwei) The "Five-Year Action Plan for Agricultural Products Brand Building in Guangdong Province (2026-2030)" (hereinafter referred to as the "Action Plan") was recently issued.

The "Action Plan" was jointly issued by the Rural Work Leading Group Office of the Guangdong Provincial Committee of the Communist Party of China and the Propaganda Department of the Guangdong Provincial Committee, proposing eight major projects and 23 key tasks to accelerate the construction of an internationally competitive "Cantonese brand" agricultural product brand system.

Among them, the eight major projects are: the project to cultivate and strengthen brands in key industries, the project to promote agricultural product processing brands, the project to guide Cantonese cuisine culture and brand food ingredients, the project to operate and coordinate the brand operations, the "media +" empowerment project, the project to expand overseas brands, the project to strengthen brand quality, and the project to cultivate brand talents.

The 2026 spring plowing production site of the "No. 1 Field in Guangdong" located in Taishan, Jiangmen, Guangdong (data map). Photo courtesy of Guangdong Provincial Department of Agriculture and Rural Affairs

The "Action Plan" proposes that by 2030, Guangdong will create about 20 public brands for key provincial industries, cultivate more than 100 public brands for cities and counties, strengthen 500 corporate product brands, form a "20+100+500" "Cantonese brand" brand echelon, basically build a Guangdong agricultural product brand system with clear positioning, distinctive characteristics and strong competitiveness, and strive to occupy an important position in the global agricultural brand map.

The "Action Plan" proposes to reshape agricultural brand logic with industrialized thinking, use Cantonese cuisine culture to drive a jump in the value of agricultural products, strengthen provincial public brands, optimize regional specialty brands, expand corporate product brands, and build a finishing brand matrix, and promote brand building from product output to value output, and from domestic leadership to global leadership.

The "Action Plan" proposes to promote Guangdong's Lingnan lychee planting system to apply for a globally important agricultural cultural heritage, innovate and strengthen the brand echelon of modern marine ranch products, implement the yellow-feather broiler overseas project, and promote a number of "Cantonese" brands to join the ranks of nationally and internationally renowned agricultural product brands; based on the global trade hub of the Guangdong-Hong Kong-Macao Greater Bay Area, deepen the market of RCEP member countries and countries co-building the "Belt and Road", consolidate the development of European and American markets, expand emerging markets, and promote Guangdong's agricultural products to cover more countries and regions.

The "Action Plan" proposes that Guangdong should rely on the "Cantonese Cuisine Chef" project to build a number of "Cantonese Cuisine Chef" characteristic development projects in line with the characteristics of regional food culture, and deeply explore Lingnan food cultural resources such as Guangfu, Chaoshan, and Hakka; support local regions to deeply integrate specialty ingredients with classic Cantonese cuisine to form an industrial ecology in which "a famous dish makes a category popular, and a category creates a brand."

How to use "media +" to empower? The "Action Plan" clarifies the four key tasks of building a multi-level communication system, deepening culturally empowered brand building, innovating new digital marketing formats, and strengthening platform think tank service support. It proposes to create a three-level communication system of "authoritative media leadership, emerging media support, and social platform extension" to create a "media +" comprehensive service system that integrates brand planning, value evaluation, talent training, and project incubation.

In addition, Guangdong must deepen cooperation with Internet platforms, vigorously develop rural live broadcast e-commerce, agricultural micro-short dramas, artificial intelligence (AI) e-commerce and other new formats, and innovate new digital marketing formats.