By focusing on branding and standardizing production, Fenghua in east China’s Zhejiang Province has seen local peaches selling at high prices this year. Since Chinese people hope to both eat well and eat their way into good health, the quality of agricultural products has become one of their major concerns. 

Although China has plenty of ordinary products, people’s increasing demands are not fully satisfied due to the inadequate supply of high-quality non-staple products. After flocking to plant more profitable products, farmers have a lot to lose once bubbles burst and prices plummet.  

China should deepen the agricultural supply-side structural reforms to build a modern agricultural system and improve the quality of non-staple products. Relevant sectors should give more space to agricultural producers, turn to market-oriented management, standardize agricultural production and encourage producers through incentives. Strong regulations should be put in place to hold producers and suppliers accountable and traceable to boost consumers’ confidence. Domestic agricultural products should also be further branded to be more competitive.  

China still has a long way to go on adjusting its agricultural structures. In view of this, relevant sectors need to help farmers get more access to markets and gain more steady benefits. 

(This is an edited excerpt of an article published in People's Daily on July 29)