Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?

Abstract

Through the analysis of various typical cases, this study examines whether the establishment of an agro-product regional public brand (ARPB) can effectively boost the revenue of farmers and increase their share in the supply chain. The findings suggest that an early-stage ARPB can command a price premium for products, yet its overall contribution to farmers’ revenue remains limited due to scale constraints. The premium ability of an ARPB is influenced by product characteristics and sales strategies, underscoring the need to enhance control over terminal sales. Although the revenue of all operators in an ARPB supply chain shows an increase compared to that of a non-ARPB supply chain, the ratios of revenue allocated to farmers diminish. The Shapley value method was utilized to optimize the revenue-sharing in the supply chain, indicating a need to increase the share of revenue for farmers. This optimization necessitates the formation of a community of interests between farmers, processing enterprises, and sellers to facilitate the upstream movement of brand premiums. Furthermore, enhancing the government’s mediation and regulatory functions can provide farmers with more opportunities to partake in brand benefits.