Photo shows the launch event of the goji berry brand "Qaidam" held in Xining, capital city of northwest China's Qinghai Province, Dec. 28, 2022. (Xinhua/Chen Jie)
BEIJING, Dec. 29 (Xinhua) -- A launching ceremony of the goji berry brand "Qaidam" was held on Wednesday in Xining, capital city of northwest China's Qinghai Province, whose goji berry industry is expected to enhance the quality of development through the brand building efforts.
Experts at the event interpreted the value of the newly-launched brand and introduced the goji berry industry development in Qinghai and in China. A goji berry plantation was inaugurated at the event, when a white paper on "Qaidam" goji berries was also released, along with the logo of the "Qaidam" brand and the certification of Qinghai's organic goji berry base.
As a shared brand for Qinghai's goji berry industry, the "Qaidam" brand plays an important role in further expanding and improving the development of the industry in the province, elevating its overall competence, said Liu Tao, vice governor of Qinghai province.
Given geographical advantages, Qinghai's goji berry industry is of great development potential, according to Liu Dongsheng, deputy director of the National Forestry and Grassland Administration, noting that the "Qaidam" brand will further promote the development of not only the goji berry industry, but other forestry and grassland sectors in Qinghai.
The industry of goji berries, also known as wolfberries, is one of the iconic sectors in Qinghai's building of an origin area of green organic agricultural and animal products. Statistics from local forestry and grassland administration department shows that the province currently has a total goji berry planting area of around 700,000 mu (about 46,667 hectares), among which the planting area of organic goji berries takes up around 200,000 mu (about 13,333 hectares).
Centering on ecological protection and green development, the province of Qinghai has been accelerating the development of organic goji berry industry in recent years, achieving significant ecological, economic and social benefits. The province has released multiple measures and policies to support the sustainable high-quality development of the goji berry industry, ensuring its healthy growth.
In the future, the "Qaidam" goji berry brand will give full play to the high-quality and pollution-free characteristics of Qinghai goji berries, stepping up marketing and publication efforts to integrate with the province's cultural and tourism development strategies, as a bid to realize better brand effect and explore broader market.
(Edited by Yu Huichen with Xinhua Silk Road, yuhuichen@xinhua.org)
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