Southeast Asia Information Port News (www.dnyxxg.com) – Hainan's specialty agricultural products, such as Wenchang chicken, Sanya mangoes, Baoting rambutans, and Chengmai Qiaotou sweet potatoes, are sold far and wide both domestically and internationally. The provincial-level multi-category agricultural regional public brand "Hainan Fresh Products" is gradually gaining public attention.
Hainan has issued a three-year action plan to enhance the "Hainan Fresh Products" agricultural brand. The goal is to strengthen one provincial-level regional public brand, identify more than 100 sub-brands, cultivate 10 core single-industry brands, 20 enterprise brands, and 30 product brands by 2028, and promote the internationalization of two regional public brands.
Jiang Yihai, a member of the Party Committee and Deputy Director of the Hainan Provincial Department of Agriculture and Rural Affairs, stated that they will leverage Hainan's unique advantages to pilot the development of "Hainan Fresh Products" with high standards and a high starting point, promoting the high-quality development of Hainan's agricultural product branding. Currently, four major industries—sweet potatoes, pineapples, Wenchang chicken, and Hainan sea bream—have been selected for pilot projects, and implementation plans have been formulated.
Meanwhile, Hainan is accelerating the construction of its standardization system: Authorized enterprises for "Hainan Fresh Products" have established standardized production bases for 2,000 mu of sweet potatoes and 1,000 mu of pineapples in Wenchang and Danzhou; a brand certification alliance has been formed, certification implementation rules have been compiled, and the "standards + certification + testing + traceability" brand system has been improved. Group standards for sweet potatoes and pineapples have been released, and efforts are being made to explore brand marketing to connect with the market.
Huang Peng, a member of the Party Committee and Deputy Director of the Hainan Provincial Market Supervision Administration and the Hainan Provincial Intellectual Property Office, believes that stable and reliable quality trust is the core of regional public brands. The administration has formulated and released provincial local standards for agricultural brand cultivation and value evaluation, promoting the construction of a complete "standard chain," and using a dual-drive approach of "supervision + service" to safeguard brand development. In the future, it will focus on areas such as deep processing and cold chain logistics, formulating group standards with Hainan characteristics and international benchmarks, empowering brand quality improvement with technology and full-industry chain standards.
The Hainan Provincial Supply and Marketing Cooperative Union is focusing on promoting the "Hainan Fresh Products" brand, prioritizing precise matching of agricultural product circulation and production and sales, and making concerted efforts in market expansion, supply chain upgrading, and enterprise cultivation. In 2026, the Union will focus on the Beijing-Tianjin-Hebei region, the Yangtze River Delta, and the Guangdong-Hong Kong-Macau Greater Bay Area as its main battlegrounds for brand development, planning to conduct 10 precise production and sales matching events outside the province, hold more than 1,000 consumer-support-farmer activities, and strengthen its agricultural product export business to expand overseas markets.
Currently, the Hainan Provincial Supply and Marketing Cooperative Union has reached long-term supply agreements with leading markets in Beijing, Shanghai, Shenzhen, and other regions, and the market share of specialty products such as Qiaotou sweet potatoes and Wenchang chicken continues to increase. Xia Qiu, a member of the Party Committee and Vice Chairman of the Board of Directors of the Union, stated that they will further strengthen systemic collaboration, build a modern supply chain, cultivate agricultural business entities that connect farmers, and promote the brand influence and market share of "Hainan Fresh Products" to a new level.
