Value and pathway for brand cultivation of green food fruit and vegetable in Shandong Province

Shandong Province is a major producer and exporter of fruits and vegetables, and also ranks among provinces with the largest number of certified green food fruits and vegetables in China．With advancement of "Healthy China" and "Dual Carbon" strategies, green consumption has become a societal consensus．Against this backdrop, brand cultivation of green food fruit and vegetable in Shandong Province have been entrusted with strategic mission to lead high-quality agricultural development: by leveraging brands as a fulcrum to drive quality enhancement, ensure safety assurance, implement standards, and facilitate green transformation, thereby achieving sustained income growth for farmers, comprehensive rural revitalization, and accelerated agricultural modernization．Implementation pathways encompass tailored policy support, cross-sector deep collaboration, technology-driven innovation empowerment, and full-chain market promotion．Through multi-stakeholder synergy, it builds a sustainable, replicable, and exemplary stronghold for green fruit and vegetable brands．