The sweet potato industry is the leading industry of rural revitalization in Pengshui and Miao Tujia Autonomous County of Chongqing. In August 2023, Peng Shui joined hands with Nongben Consulting to create a regional public brand of "Peng Jing Silk Powder", leading the high-quality development of the sweet potato industry with the brand building of fist products as the starting point. On October 27, 2023, Peng Jingjing's silk noodle brand made a stunning appearance at the 15th Chongqing Hot Pot Food Festival, which aroused strong responses; On November 29, Peng Jingjing Silk Flour won the "Top 30 New Brands of China's Agricultural Brands and Markets"; On December 10, "Pengshui Autonomous County, Chongqing: Brand Empowerment, Grasping the Sweet Potato Industry to Promote Rural Revitalization" won the "2023 Rural Revitalization Innovation Case". *Brand Agriculture and Market" on January 18, 2024**, telling the wonderful story of the revitalization of Pengshui's sweet potato industry.
Chongqing Pengshui Miao Tujia Autonomous County is located in the southeast of Chongqing, with a county area of 3,903 square kilometers, a cultivated land area of 1.28 million mu, beautiful ecological scenery and a forest coverage rate of 604%, the water quality of Wujiang River and Yujiang River (Pengshui section) remained stable at class and above, and the number of days with good air quality in the county remained above 360 days year after year. Pengshui is a "national garden county" and a unique sweet potato growth treasure land, which has attracted the "Green China Tour" to enter here four times. 
The sweet potato industry is the leading industry of Pengshui rural revitalization, and "Pengjing Silk Flour" is the fist product of this industry. Peng Jing Silk Flour is a national famous and excellent new agricultural product, because it is made by the intangible cultural heritage process of the Miao family, the powder is pure, crystal clear, so it is called "Crystal Silk Flour".
Relying on the unique resource advantages, through the continuous construction of the industrial chain and the work of "promoting agriculture to food", the leading enterprises here have produced diversified deep-processed products, so that the "Peng Jing Silk Powder" products sell more and better, and the brand makes it bigger and louder.
Small sweet potatoes make a big industry
Only a good ecological environment can grow high-quality sweet potatoes. Pengshui Autonomous County belongs to the Wuling Mountains, which is a typical karst landform area and belongs to the temperate monsoon climate zone in the middle zone. The climate is mild and rainfall is abundant. The average annual temperature is 1760, precipitation 124960 mm, sunshine 103550 hours, frost-free period of about 311 days, three-dimensional climate characteristics are obvious, the local soil, groundwater, sound and radiation environment quality is excellent, stable. Sweet potatoes grown in this environment are rich in dietary fiber, carotene, vitamins and a variety of mineral trace elements, rich in mucus protein, and high in starch, making them an excellent raw material for making flour. 
Peng Jing silk powder has a long history. Since the descendants of Chiyou Jiuli settled in Yujiang (Pengshui) during the Yao Shunyu period, generations of Miao people have a tradition of eating and processing root crops, for example, the local people often go up the mountain to dig the roots of ferns, process them into starch for long-term preservation, called "Du Ba powder", and brand the starch into a large cake and wrap it tightly and cut it to steam it, called "Du Quanzi".
At the end of the Ming Dynasty, sweet potato was introduced into our country, because of its strong adaptability and high yield, it was soon planted in large quantities by the Miao people along the Wujiang River in Wuling Mountain, and the Miao people gradually replaced the fern starch with sweet potato starch. To this day, the demand for handmade flour made by farmers is still in short supply. Because of its profound product culture, it is known as "treasure in the mountains".
In recent years, Pengshui has actively promoted the quality improvement project of ecological industry, vigorously developed modern high-efficiency agriculture with mountainous characteristics, and focused on supporting sweet potato processing enterprises. In 2023, the county's sweet potato planting area will be 300,000 mu, including 60,000 mu of high-starch potatoes.
In 2023, there will be 32 sweet potato production and processing entities in the county (including two municipal leading enterprises), 22 professional cooperatives supporting processing of sweet potato bases, and 15 fresh potatoes processed annually by various processing entities in the county80,000 tons, producing 30,000 tons of sweet potato starch.
Peng Jing Silk Powder The nobility in the powder
Pengshui Autonomous County accelerates the construction of an ecological industrial system based on modern mountainous characteristics and efficient agriculture such as sweet potatoes, and at the same time joins hands with the national well-known agricultural brand building team Nongben Consulting to create a regional public brand of "Peng Jing Silk Powder", calling "Peng Jing Silk Flour and the nobility in the flour".
Peng Jing silk powder series products are abundant.
Peng Jing Silk Powder, Classic Dry PowderIt adopts the intangible cultural heritage technology of Miaojia, the powder is pure, crystal clear, moisturizing, refreshing and elastic. Peng Jing Silk Noodles Hot Pot Wet PowderIt is specially developed for hot pot, no foaming, more resistant to cooking, elastic, and smooth in taste, which is an indispensable and important ingredient for hot pot. Peng Jing Silk Noodles Chongqing Hot and Sour Noodles, with Peng Jing silk powder as raw material, accompanied by Miaojia special hot and sour sauce, spicy and sour, strong taste, brewing and enjoying, can be called the gospel of "foodie", is a pure natural green food ...... welcomed by the marketThese products break the traditional single product model, are more in line with consumer trends, meet the diversified needs of the market, and win the love of consumers.
In 2023, "Peng Jing Silk Powder" will enter a new era of leapfrog development. In May 2023, "Peng Jing Silk Powder" was selected into the national list of famous and excellent new agricultural products. In October 2023, "Peng Jing Silk Noodles" made a blockbuster appearance at the 15th China (Chongqing) Hot Pot Food and Culture Festival with a new brand image, and won 4 awards and 5 awards including Chongqing Hot Pot's "Top Ten Popular Ingredients", attracting the attention of global hot pot people and becoming a high-quality ingredient sought after by hot pot consumers. In December 2023, "Pengshui Autonomous County, Chongqing: Brand Empowerment and Sweet Potato Industry to Promote Rural Revitalization" was selected as the 2023 Rural Revitalization Innovation Case of People's Daily Online.
In December 2023, the "2023 China Brand Agriculture and Market Annual Selection and Award Ceremony" co-sponsored by Huatang Yunshang and Brand Agriculture and Market Magazine was held in Nanjing. As a new model in the industry, "Peng Jing Silk Powder" has entered the field of vision of more agricultural colleagues, omni-channel buyers and consumers.
The integration of three industries promotes the high-quality development of the flour industry
For the development model of the regional public brand of "Peng Jing Silk Powder", Jia Xiao, founder and chief expert of Nongben Consulting, believes: "Industry is the root of life, and the brand is the nose of the cow. Without industry, rural revitalization is empty talk; To develop the industry, brand building is the key. ”
Based on regional characteristics and industrial advantages, Pengshui adheres to both brand building and industrial construction, and leads the construction of the whole industrial chain of the sweet potato industry by building the regional public brand of "Peng Jing Silk Powder", which effectively solves the phenomenon of scattered, small and weak development of the sweet potato industry in the past, and releases great value of small sweet potatoes.
In recent years, Pengshui has closely followed the "one main" industry, based on regional characteristics, industrial foundation and other advantages, insisted on brand building and channel expansion as the starting point, promoted the intensive processing of sweet potato starch and starch products, expanded the production capacity of private enterprises, increased product research and development, and highlighted the "secondary production" processing. Do a good job in variety breeding, actively promote green and efficient cultivation and planting, accelerate the construction of the "three major parks" of sweet potato modern industrial park, sweet potato processing industrial park and sweet potato industry logistics park, and promote the upgrading of "one industry". Use the mature market channels of existing enterprises to seize the hot pot market, expand online market channels, and extend the "three industries" chain. Focus on the research and development of the whole product, the whole chain building, and the improvement of the whole benefit, and use the strength of the whole county to accelerate the quality and efficiency of the sweet potato industry, and strive to build Pengshui into "the first county of Chinese flour".
In the next step, Pengshui will increase the cultivation of brand culture, the research and development of cultural and creative products, and the development of leading enterprises, accelerate the construction of the regional public brand of "Peng Jing Silk Powder", further optimize and improve the layout, and at the same time combine the development of the local cultural and tourism industry, relying on tourist attractions such as Chiyou Jiuli City, Ayi River, and Mowei Mountain, and actively promote the "Peng Jing Silk Powder" series of products and special dishes, and create a number of experience scenes integrating sightseeing bases, intangible cultural heritage workshops, and food streets, so as to promote the sweet potato industry to become stronger, bigger, more refined, and more special. Help the brand value of "Peng Jing Silk Powder" to be further enhanced, the market channels are broader, and the "nobles in the powder" are famous all over the world!
*: Brand agriculture and market, the author Jiu Ling, originally titled "The Nobility in the Flour: Promoting Agriculture to Food, Pengshui Flour Industry Ushers in a New "Potato" Light! 》。
Jia Xiao talks about the construction of regional public brands of agricultural products from the three dimensions of understanding, practice and methods, and thoroughly explains the regional public brand of agricultural products and its construction.
The author, Jia Xiao, began the research on agricultural branding in 2006, served as the executive deputy director of the Agricultural Brand Research Center of the China Rural Development Research Institute (CARD) of Zhejiang University from 2009 to 2014, and founded the first consulting company specializing in the strategic planning of regional public brands of agricultural products in 2015 - Zhejiang Agricultural Brand Management Consulting*** has participated in the brand building of hundreds of regional agricultural characteristic industries in the country for 15 years, and has accumulated and formed the "agricultural method" of regional public brand building of agricultural products.
This book is the first systematic output of the "agricultural method".
Agricultural consulting cases all over the country, this book carefully selects 22 regions of different types and development stages of the characteristics of agricultural industry brand building practice, review the process, tell the "practice", analyze the "ideas", summarize the "gains and losses", hand-in-hand teaching of agricultural products regional public brand building methods and skills, for different resource endowments, different levels of development of the region are inspired.
Yin Chengjie, former deputy secretary of the party group and vice minister of the Ministry of Agriculture, enthusiastically wrote the preface to the book, and he pointed out that the regional public brand of agricultural products plays a huge role in creating value, integrating resources and leading industrial development, and is the focus of China's agricultural branding. The thoughts and opinions in the book are practical and sincere, which is very inspiring for the development of industries in the vast agricultural areas, and has high learning reference and reference value for local party and government leaders, agricultural cadres, and agricultural brand building workers.
Party and government leaders and rural cadres who have read this book have spoken highly of it, and more than 10 provincial and municipal leaders, county party secretaries, and county magistrates have written down their recommendations and feelings after reading. Everyone agreed that the construction of regional public brands of agricultural products is the strategic starting point of rural revitalization! This book is an action guide for the construction of regional public brands of agricultural products! With one book in hand, the industry revitalization is worry-free!