Miaoxuan Yinchuan" Brand Empowers Agricultural Development, Boosting Farmers' Income in Ningxia
Walking into Ningxia Fuxing Shennong Food Co., Ltd. in Baitugang Township, Lingwu City, workers are busy cutting and packaging Tan sheep meat. Boxes marked with the "Miaoxuan Yinchuan" logo are neatly stacked, ready to be sent to all parts of the country. On the other side, in the modern agricultural industrial park of Xiaoren Fruit Industry in Yongning County, farmers shuttle in greenhouses to pick fresh fruits and vegetables, and cold chain vehicles are ready to deliver the "taste of Yinchuan" to thousands of households.
Not long ago, high-quality agricultural products in Yinchuan were trapped in the predicament of scattered categories, messy brands and difficulty in selling good products at good prices. To break the development bottleneck and reshape the local agricultural product market pattern, Yinchuan has focused on the development direction of modern urban agriculture since 2022, made precise layout and policies, and strived to build the "Miaoxuan Yinchuan" regional public brand for agricultural products. Adhering to the brand-led main line, the city has consolidated the foundation with institutional norms, strengthened the core with standard systems, built a reputation with quality empowerment, and expanded space with market development, comprehensively opening up the integrated development path of agricultural branding, production standardization and operation marketization.
"With the golden signboard of 'Miaoxuan Yinchuan', we have more confidence to focus on the high-quality and high-end beef and mutton market," Yang Xiaoyan, general manager of Fuxing Shennong, told reporters while pointing at the production line. As a core authorized enterprise of "Miaoxuan Yinchuan", the company relies on an annual production capacity of slaughtering 1.2 million mutton sheep, and has built a benefit linkage model of "enterprise + order base + farmers", directly driving 1,120 households to increase their income by more than 8 million yuan since 2023.
At the breeding farm of Yunhai Animal Husbandry Co., Ltd., standardized sheep houses are neatly arranged, and ventilation facilities are operating in an orderly manner. The scientific breeding model ensures the delicious taste and stable quality of Tan sheep meat. "In the past, the biggest worry about raising sheep was poor sales and price fluctuations. Now the brand provides a guarantee and enterprises purchase directly at a price higher than the market average, so the family breeding income is steadily rising," said Su Xiaonan, the person in charge, with joy in her words. With the authoritative quality certification of "Miaoxuan Yinchuan", Yinchuan Tan sheep has successfully entered high-end supermarkets nationwide such as Metro and CR Vanguard.
While Fuxing Shennong has helped Yinchuan Tan sheep go out of Ningxia, Xiaoren Fruit Industry has made cool fruits and vegetables a "sweet fruit" for increasing farmers' income through the whole industrial chain layout. "Relying on the 'Miaoxuan Yinchuan' brand, we have opened up the whole industrial chain of planting, processing and sales, driving more than 7,000 households in surrounding counties such as Yongning and Helan to increase their income," Lin Haipeng, deputy general manager of the enterprise, introduced.
As a national leading agricultural industrialization enterprise, Xiaoren Fruit Industry has built a complete industrial system covering planting, intensive processing, warehousing and cold chain, and terminal sales. It has built a 142-mu cold chain logistics park with an annual storage and processing capacity of 50,000 to 60,000 tons of agricultural products. Yinchuan has selected 32 high-quality authorized enterprises, built a "1+6+N" parent-subsidiary brand system, and built 16 standardized demonstration bases.
"Miaoxuan Yinchuan" has successfully been selected as a China Ecological Regional Public Brand, driving the sales of characteristic agricultural products to exceed 80 million yuan. High-quality characteristic agricultural products with a strong "Yinchuan mark" are now taking the brand development express to go out of the frontier and sell well in the national market. A relevant person in charge of Yinchuan Municipal Bureau of Agriculture and Rural Affairs said, "We will continue to strengthen the 'Miaoxuan Yinchuan' brand, promote high-quality agricultural products to go out, and achieve a win-win situation for enterprise development, farmers' income increase and brand value appreciation."
