The Practice and Value of "Branding-Digitalizing" Model of Agricultural Green Transformation:A Case Study of Wuhu Rice
As modern agriculture has produced serious double negative externalities:environmental prob-lems and food safety problems,high-quality development and green transformation of agriculture are ur-gent.Taking the green practice of the Wuhu rice brand as an example,this paper discusses how green transformation of agriculture is possible and what practical value it has under the model of"agricultural branding and digitalizing".Based on this,the paper made the following conclusions:(1)The internal logic of"Branding+Digitalizing"to promote green transformation of agriculture is to overcome the dilem-ma of motivation,norm,technology and market at the level of agricultural producers;(2)Integrating"green"philosophy into the brand and using digital technologies to promote its green development are im-portant practical experience of agricultural green transformation driven by the model,but also important means to better manage the negative externalities of agricultural environment with high-quality agricultur-al development;(3)The drive transformation of agricultural production from"a treadmill heavily reliant on chemicals"to"a treadmill focusing on product quality"has given new impetus to the green transforma-tion of agriculture.All these revealed something in our policy that building an industrial community with the goal of"creating agricultural brands"is an operational model for the green transformation of agricul-ture,and"promoting digitalization with branding"is a feasible path to promote agricultural green trans-formation.
brandingdigitalizinggreen transformation"agricultural treadmill focusing on product quali-ty"high-quality development of agriculture
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