Nongda Fertilizer Co., Ltd. participated in the Second China Agricultural Brand Communication Strategy Symposium.

(Reported by Ji Hua) On September 3, the Second China Agricultural Brand Communication Strategy Symposium and the China Agricultural Brand Story Resource Promotion Conference—hosted by CCTV‑7’s Agriculture Channel and organized by Siweidao International Culture & Media (Beijing) Co., Ltd.—was held at the China Agricultural Film and Television Center. More than 200 participants, including relevant leaders from the Ministry of Agriculture, experts and scholars from research institutions and universities, and representatives from several leading agribusinesses, attended the event. Under the theme “Brand‑Driven Agriculture, Stories of China,” the attendees focused on the construction and innovation of agricultural product brands, engaging in an in-depth discussion of strategies for identifying and nurturing brand potential, shaping and safeguarding brand identity, and advancing brand development. Lu Shouzun, Deputy General Manager of Nongda Fertilizer Company, attended the conference and delivered a keynote address.

In his address, Sun Zhonghua, Chief Agronomist of the Ministry of Agriculture, stated that strengthening brand promotion and publicity is a crucial measure for continuously expanding and enhancing agricultural brands. He noted that the Ministry is focusing on stabilizing grain production, increasing farmers’ incomes, adjusting the agricultural structure, improving quality and efficiency, and transforming development approaches. Guided by the principles of brand‑driven production, industrialized operations, and branded marketing, the Ministry is accelerating the cultivation of a group of agricultural brands that are distinctive, diverse in type, and endowed with strong core competitiveness.

Hu Xiaoyun, Director of the Brand Research Center at the Institute of Communication Studies of Zhejiang University, addressed the issue of consumer‑driven brand value creation in her presentation. She noted that, by taking industry characteristics into account and positioning the brand as a central identifier, it is essential to gain a deep understanding of the current broader consumption landscape, conduct thorough observations, and devise differentiated competitive strategies. This approach enables the creation of sensory experiences that engage all five senses—color, sound, aroma, taste, and texture—thereby satisfying consumers’ multifaceted expectations and fostering brand awareness. Satisfying consumers’ sense of brand value lays a solid foundation for brand building and represents a pivotal, core element in realizing brand value.

In his speech, the vice president of Nongda Fertilizer Industry outlined a series of innovative initiatives in brand promotion and agrochemical services, which have effectively addressed numerous challenges faced by local farmers and large-scale growers in agricultural production. He emphasized that Shandong Nongda Fertilizer Technology Co., Ltd. has also undertaken pilot demonstration projects on humic acid, jointly carried out by the National Agricultural Extension Center of the Ministry of Agriculture and Nongda Fertilizer Industry. According to reports, this represents a nationwide experimental and demonstration program spanning ten provinces and twenty-seven counties, coordinated by the National Agricultural Extension Center of the Ministry of Agriculture.

According to reports, since its establishment 21 years ago, Nongda Fertilizer Co., Ltd. has remained committed to the mission of “enabling more farmers to access higher‑quality fertilizers.” By leveraging quality, efficiency, scale, and innovation, and focusing on disseminating the benefits of proper fertilizer application, the company has vigorously pursued a trademark strategy, strengthened brand building, and continuously enhanced its brand value. As a result, the “Nongda” brand has been recognized as a Well‑Known Trademark in China, a Renowned Trademark of Shandong Province, and a Shandong Provincial Brand, among other distinctions.