How should China carry out the agricultural supply-side structural reform to create an efficient supply of agricultural products？ The answer lies in the quality of agricultural products. China’s agriculture requires a quality revolution. Only that will solidify effective agricultural products supply to meet the demands of social development.
China’s agricultural production must transform from the previous mode of only pursuing yield increases to a mode featuring moderately prosperous agriculture which sets higher requirements on product quality， food security， health， and ecological protection， so as to meet Chinese consumers’ growing demand for quality agricultural products. Achieving this goal not only requires structural adjustment of agriculture and changes in production modes， but also the remodeling of the entire industrial chain from source to circulation.
By 2020， China will become a moderately prosperous society in all respects. Consumption habits of the Chinese people will greatly contrast the times when only basic needs such as food and clothing were satisfied. They will attach greater importance to food quality， health， security and environmental protection.
For decades， China’s agricultural production has been quantity-oriented. The country’s annual agricultural statistical indicators are mainly based on grain yields， and high-quality agricultural products are scarce. Several major factors influence this phenomenon.
From the angle of production， although China is home to a great number of farmers， they don’t possess strong negotiation abilities in the purchasing process. Intermediaries do not raise acquisition prices for agricultural products which use less fertilizers and pesticides. From the angle of sales， the current industrial chain for China’s agricultural products is not complete. Producers have no idea of where their products go or who ultimately consumes them. Similarly， consumers don’t know exactly who produced the agricultural products they purchased. Trust is hard to build between producers and consumers， which makes improvements in quality and yield of agricultural products difficult. Agricultural products turned out in large numbers but of poor quality were easily accepted by consumers when they barely had enough to eat and wear， but they hardly meet the requirements of consumers who already lead fairly well-off lives.
To improve the quality of China’s agricultural products and meet the upgraded demands of an increasing number of consumers， the entire industrial chain needs to be reshaped from the bottom up.
