China has rolled out a new plan to boost the consumption of agricultural products by improving supply, modernizing distribution and stimulating domestic demand amid evolving consumer preferences, officials said on Tuesday.

The implementation plan, jointly released by 10 government bodies including the Ministry of Agriculture and Rural Affairs, the National Development and Reform Commission and the Ministry of Commerce, lays out 23 targeted measures aimed at enhancing food quality, diversifying offerings and tapping into emerging consumption scenarios such as tourism-related experiential shopping.

Jiang Wensheng, vice-minister of agriculture and rural affairs, said consumer demand is shifting toward more personalized, high-quality and nutritious products. The new plan calls for upgrading supply, strengthening logistics and boosting public confidence in domestic agricultural goods.

"It encourages the development of ready-to-cook, ready-to-eat and ready-to-heat food products to meet the needs of younger consumers seeking convenience," Jiang said.

Efforts will also be made to innovate traditional food products and promote regional specialties. The plan highlights nutrition-oriented public services and dietary education campaigns, particularly for groups such as students and the elderly, in a bid to address protein intake gaps in products such as soy and dairy.

Since the start of the 14th Five-Year Plan period (2021-25), China has certified 36,000 new green, organic and specialty agricultural products — a 70 percent increase over the previous cycle, Jiang said. More than 200 million metric tons of green and high-quality products are supplied to consumers each year, he added.

Last year, sales in the green food sector exceeded 609.8 billion yuan ($85 billion), according to the ministry.

To encourage the supply of premium food, the plan includes product quality grading for items such as fruits and beef, as well as the development of classification standards to support a high-quality food system.

To expand consumption channels, local governments are urged to organize promotional events that bring green, high-quality agricultural products into supermarkets, schools, communities and restaurants, offering more diverse options for both urban and rural consumers.

Acknowledging the growing popularity of interactive and experience-based shopping, the plan also calls for enhanced programming during events such as the annual Chinese Farmers' Harvest Festival.

In recent years, agricultural expos and festivals have played a key role in boosting rural incomes and supporting urban-rural integration. Last year's harvest festival featured 3,000 events nationwide and contributed to more than 30 billion yuan in agricultural product sales, said Lei Liugong, director of the ministry's department of market and informatization.

Regional promotional weeks such as those held in the Beijing-Tianjin-Hebei area have also helped spotlight tens of thousands of local specialty products. Major e-commerce platforms have expanded their support for rural sales through online channels and livestream campaigns.

"We'll continue integrating agriculture with tourism, culture and sports to create vibrant consumption scenes," Lei said.