Recently, the Zhejiang Provincial Department of Agriculture and Rural Affairs, in collaboration with the Department of Marine Economy Development, unveiled the 2024 list of Zhejiang's Top Agricultural Brands. Among the 101 distinguished brands, "Haiyan Grapes" secured a spot as a regional public brand. Additionally, "Daobao" rice from Zhejiang Haiyuan Rice Co., Ltd., and "Nanhu Lake Boat Dishes" from Zhe Jiang All Nice Food Co., Ltd., were recognized under the category of agricultural product brands.

The grape industry remains a hallmark of Haiyan County's agricultural sector. Over the years, Haiyan has dedicated efforts to grape variety innovation and diversification, introducing 156 new high-quality varieties, including popular types such as Shine Muscat, Red Globe, Romantic Rouge, and Tiangong Mo Yu. In 2020, "Haiyan Grapes" were designated as a national geographical indication product, and this year, they achieved registration as a geographical indication trademark. Presently, grapes represent 63% of the county’s fruit planting area, and "Haiyan Grapes" have garnered eight national gold awards, 15 provincial gold awards, and 27 city-level gold awards.

Zhejiang Haiyuan Rice Co., Ltd., is a large-scale rice processing enterprise introduced by Haiyan county, equipped with state-of-the-art domestic production lines. Its "Daobao" brand rice is celebrated for its pristine color and tender, sticky texture, enjoying widespread popularity and a solid brand reputation across the Jiangsu-Zhejiang-Shanghai region. The company champions high-quality rice varieties and employs an "enterprise + farmers" contract farming model. It actively engages in provincial and county-led "Five Excellences Initiative" for quality late rice pilot projects, robustly promoting contract agriculture.

Zhe Jiang All Nice Food Co., Ltd., has evolved from its humble beginnings with a single green vegetable to become a leading integrated agricultural enterprise, encompassing R&D, cultivation, processing, sales, and service. Its offerings span seven major categories of national staple foods: dehydrated vegetables, frozen vegetables, prepared meals, grain products, starch products, soy products, and fermented rice products. Its registered trademark, "Nanhu Lake Boat Dishes," has been acknowledged as a famous trademark in Jiaxing City. The brand's seasoned dehydrated green vegetable hearts have been recognized as a Zhejiang famous brand agricultural product, consistently winning gold awards at provincial and prefecture-level agricultural expos and enjoying high consumer preference.

In recent years, Haiyan County has intensified efforts to foster agricultural brands, accelerating the development of regional public brands and harnessing diverse societal forces to establish a dynamic interaction pattern fueled by government initiatives, departmental coordination, corporate engagement, market demand, and community support. The county has prioritized industries such as rice-shrimp farming, grapes, and swine, launching a three-year action plan to cultivate the "Haiyan Rice" brand, securing and enhancing geographical indications for "Haiyan Grapes" and "Jiaxing Black Pig," and promoting the "Haiyan Rice Prosperity" and "Haiyan Shrimp Prosperity" regional brands to boost the branding of emerging industries.

Furthermore, Haiyan County actively promotes its agricultural brands through a variety of online and offline channels, including "Qinghe Market," "Salted Beans," "Fresh Salt Taste at Home," and "Taste Meet-Up," as well as through provincial, prefecture, and county-level agricultural product exhibitions and sales events. This initiative aims to enhance awareness of brand creation, usage, and protection. Entities that secure new national geographical indications or achieve provincial-level gold awards or top quality distinctions receive tailored policy incentives.