Ministry of Agriculture and Rural Affairs: Seize the peak consumption season of the Spring Festival on New Year's Day and introduce practical measures to promote consumption to vigorously and effectively expand consumption of agricultural products

The Zhitong Finance App learned that recently, the Ministry of Agriculture and Rural Affairs deployed the 2026 New Year's Day Spring Festival “Taste Specialties and Find New Year Flavors” consumption promotion campaign, requiring all regions to further implement the “Implementation Plan to Promote Consumption of Agricultural Products”, seize the “Two Festivals” peak consumption season, plan and introduce practical measures to promote consumption, promote accurate adaptation of supply and demand, innovate consumption scenarios, expand consumption space, and effectively expand agricultural product consumption to better meet the holiday consumption needs of urban and rural residents.

The original text is as follows:

Ministry of Agriculture and Rural Affairs deploys 2026 New Year's Day Spring Festival consumption promotion work

Recently, the Ministry of Agriculture and Rural Affairs deployed and launched the 2026 New Year's Day Spring Festival “Produce Specialties to Find the Taste of the New Year” consumption promotion campaign, requiring all regions to further implement the “Implementation Plan to Promote Consumption of Agricultural Products”, seize the “Two Festivals” peak consumption season, plan and introduce practical measures to promote consumption, promote accurate adaptation of supply and demand, innovate consumption scenarios, expand consumption space, and effectively expand agricultural product consumption to better meet the holiday consumption needs of urban and rural residents.

The activities focused on five areas. Release a batch of “souvenir” brand New Year's goods catalogues to support fresh food supermarkets, live e-commerce, etc. to set up “souvenir” brand New Year's product zones, guide enterprises to strengthen innovation in holiday products, and launch a batch of nutritious, healthy, and delicious agricultural and sideline products to meet consumers' diversified and high-quality New Year's goods procurement needs. Organize a number of festival-themed consumer activities, carry out activities such as “souvenirs” entering communities, scenic spots, and neighborhoods, supporting wholesale markets and farmers' markets to host New Year's goods fairs, linking mainstream e-commerce platforms to host online New Year festivals, and carrying out “Taste of the New Year” live broadcasts to bring goods to thousands of households. Promote a number of agricultural, cultural and tourism integrated consumption activities, combine traditional customs, intangible cultural heritage and “village brand” mass cultural and sports activities, display and sell specialty agricultural products, promote rural leisure tourism (winter) boutique tourist routes, bring together diverse business formats such as farming experience, processing and observation, folk culture, homestay and rural charm, fun contests, etc., to create a number of immersive and experiential holiday consumption scenarios to attract consumers to enjoy authentic specialties and traditional Chinese New Year flavors. Launch a number of nutritional and healthy consumption activities to further promote the popularization of “healthy eating and reasonable diet”, focus on common dietary issues during the holiday season, promote healthy consumption concepts such as “reduce oil, add beans, and add milk” and “increase consumption of vegetables, fruits, whole grains, and aquatic products” to guide residents to adjust their diet structure; strengthen the quality and safety supervision of agricultural products during the “two festivals” period, and increase risk monitoring in key regions, key varieties, and key links. Regional organizations that are in a position to do so will carry out special spot checks to make people feel at ease and buy It is safe to eat. Launch a number of consumer support and matchmaking activities, and make good use of mechanisms such as East-West collaboration and targeted social support from central units to guide consumers to purchase agricultural and sideline products from poverty-alleviation regions by issuing vouchers, exchanging points, and full discounts, etc., to create a warm holiday atmosphere.

According to information, the Ministry of Agriculture and Rural Affairs will join forces with Beijing, Tianjin, Hebei, Heilongjiang, Hubei, Chongqing, Guangzhou, Nanjing, Chengdu and other places to jointly launch the “Taste Specialties and Find New Year Flavors” consumption promotion campaign at the National Agricultural Exhibition Hall on December 11.

This article was compiled from the official website of the Ministry of Rural Agriculture, Zhitong Finance Editor: Chen Xiaoyi.