On September 22, Xu Guanghong, a member of the Party Leadership Group and deputy director of the Council of the All China Federation of Supply and Marketing Cooperatives, traveled to Jincheng, Shanxi, to tour the city's second "Polish the Supply and Marketing Brand, Boost Rural Revitalization" supply and marketing fair for premium and specialty agricultural products.

Zhang Yuzhu, a member of the Party Leadership Group and chief accountant of the Shanxi Provincial Supply and Marketing Cooperative, and Huang Dengyu, vice mayor of Jincheng, joined the tour.

The fair was co-hosted by the Jincheng Supply and Marketing Cooperative together with the city's Federation of Trade Unions, Agriculture and Rural Affairs Bureau, Culture and Tourism Bureau, and Investment Promotion Center.

Closely tied to the cooperative's fundamental role of serving agriculture, rural areas, and farmers, the event moved beyond the single model of a traditional commodity exhibition and integrated production-sales matching, brand cultivation, cultural inheritance, and consumption stimulation.

The exhibition brought together more than 220 high-quality agricultural business entities from 16 provinces, autonomous regions, and municipalities across the country.

Local specialties such as Jincheng orchid vinegar, Zezhou hawthorn, Gaoping yellow pear, and Lingchuan herbal tea were displayed alongside products from outside the province, including Xinjiang dried fruit, Inner Mongolia beef and mutton, and Yunnan edible fungi, breaking down regional barriers to production and sales and building a mutually beneficial cross-provincial supply-demand collaboration network.

"Agricultural product exhibition plus cultural empowerment" was a standout highlight of the fair.

In addition to trading agricultural specialties, the event simultaneously displayed intangible cultural heritage handicrafts and rural cultural and creative products.

The "Supply and Marketing Impressions" themed exhibition area displayed old grain coupons, vintage supply and marketing receipts, and old-style business tools, recreating the era memories of the supply and marketing system taking root in rural areas and serving the people.

Residents could buy specialty goods from all over the country in one stop and immersively experience diverse rural cultural heritage, adding ecological and cultural value to agricultural products and further expanding the market value boundaries of specialty agricultural products.

During the fair, production-sales matching produced substantial results: nearly 60 market entities signed strategic cooperation agreements on site, on-site sales exceeded 900,000 yuan, and the event attracted a total of 30,000 visits for browsing and purchasing.

The fair not only achieved short-term exhibition and trading but also focused on building long-term cooperation ties, exploring a high-quality development path for rural industries that uses the supply and marketing network as a carrier, ecological agricultural products as the core, and cultural and tourism experiences as an extension.

It promoted the transformation of local specialties produced by ecological farming in various regions into market commodities and turned rural ecological resource advantages into industrial development advantages.

The Jincheng supply and marketing fair is not an isolated case, but an important part of the Shanxi supply and marketing system's autumn series of actions to help farmers and benefit the people.

In the golden autumn season, the land of Shanxi welcomes the harvest season, and the Shanxi supply and marketing system seizes the window period for agricultural products to reach the market and arranges farmer-support scenarios in multiple locations: Taiyuan, the provincial capital, held an autumn shopping festival, where more than 40 business entities from 11 cities across the province brought nearly 300 traceable "Shanxi-brand" agricultural specialties into urban commercial districts.

Supply and marketing forces at the city and county levels went down to the fields, visiting orchards and villages to investigate the real situation of industries and directly address industry pain points.

By signing strategic cooperation agreements, they built an integrated assistance chain of "purchase-packaging-sales," implementing two-way benefits that bring agricultural products into cities and daily consumer goods to the countryside.

In recent years, the Shanxi supply and marketing system has continued to deepen comprehensive reform, accelerate the construction of the "five networks" for agricultural input supply, agricultural product circulation, Chinese medicinal materials production and sales, renewable resource recycling, and salt industry development, improve the county, township, and village three-level logistics distribution system, and regularly organize supply and marketing fairs and special production-sales matching activities.

Since the beginning of this year, supply and marketing systems across the province have carried out more than 20 various production-sales matching activities, with total transaction volume exceeding 25 million yuan, effectively turning field harvests into real income growth for farmers.

Supply and marketing cooperatives are an important vehicle linking small farmers with the large market and have unique organizational and network advantages in smoothing the domestic circulation and advancing comprehensive rural revitalization.

From the cross-provincial supply and marketing fair in Jincheng, to the autumn shopping festival in the provincial capital, to regular assistance rooted in the fields, the series of practices of Shanxi supply and marketing proves that developing and strengthening rural specialty industries requires both deeply tapping local ecological farming resources and filling circulation shortcomings, building cross-regional matching channels, and strengthening brand building and cultural empowerment.

Continuously smoothing agricultural-commercial interconnection channels, promoting integrated development of agriculture, culture, and tourism, and steadily consolidating the foundation of rural industries provide a replicable and promotable sample of supply and marketing practice for activating the vitality of green consumption in county areas.

For rural industrial revitalization, circulation is a key lever.

Supply and marketing cooperatives connect farmers in the fields on one end and the vast consumer market on the other, playing an irreplaceable role in improving the urban-rural two-way circulation system, activating county-level consumption, and promoting integrated development of agriculture, culture, and tourism.

The second Jincheng supply and marketing fair for premium and specialty agricultural products used the festival as a link, connected market business entities from multiple provinces across the country, and innovated an "agricultural product exhibition plus cultural empowerment" model, achieving multiple values of product trading, economic and trade collaboration, and cultural inheritance.

Industry insiders pointed out that large agricultural product exhibitions led by the supply and marketing system can effectively clear production-sales bottlenecks, cultivate local specialty industry brands, and promote the transformation of ecological and farming cultural resources into tangible industrial competitiveness.

Next, the supply and marketing system will continue to unleash its network advantages, push more county-level "local specialties" beyond their local regions and toward the national market, and continue to inject market momentum into comprehensively advancing rural revitalization.