Yunnan coffee, Zhashui wood ear mushrooms, Yan'an apples, Xinjiang cotton, Maoming lychees—these distinctive agricultural products are beloved by consumers far and wide.

　　Agricultural product consumption is closely tied to people's daily lives on one end, while on the other, it directly impacts farmers' income growth. How can these humble "local specialties" better reach broader markets?

　　On July 27, the Ministry of Agriculture and Rural Affairs, along with nine other departments, unveiled an implementation plan aimed at boosting agricultural product consumption. The plan outlines 23 specific measures across nine key areas, focusing on optimizing the supply side, innovating distribution channels, and revitalizing market dynamics to collectively drive greater demand for agricultural goods. This initiative sends a strong signal of intent to expand consumer spending and stimulate domestic demand, playing a crucial role in sustaining steady economic growth and fostering long-term recovery.

　　Currently, while China's agricultural product consumption remains generally stable, its structure still requires adjustment. By leveraging the unique resources of agriculture and rural areas, we can develop agriculture's multiple functions, unlock the diverse value of rural regions, and foster integrated growth across the primary, secondary, and tertiary industries. As a result, "local specialties" continue to hold significant consumer potential.

　　Flip through this implementation plan, and you’ll find a series of clear-cut measures aimed at driving the upgrading of the agricultural supply-and-demand structure—unlocking the potential for diversified, high-quality, and differentiated consumer demand.

　　 ——Optimizing supply: Meeting quality-driven demands

　　"Immersive" strawberry-picking experiences at strawberry farms, Northwest China's Tan sheep making their way to Southern households via cold-chain logistics, and Wuyi Mountain tea farmers live-streaming sessions where viewers can "adopt" ancient tea trees—consumers are increasingly prioritizing quality and experiential value, prompting the domestic agricultural supply system to adapt and evolve accordingly.