Think Tank

'Grain fever' drives agricultural transformation and upgrading

2026-01-19   

With the widespread awakening of national health awareness and the profound upgrading of consumption structure, miscellaneous grains represented by whole grains, beans, potatoes, etc. are quietly undergoing a profound transformation in their roles and meanings. The "China Food and Nutrition Development Outline (2025-2030)" issued by the Ministry of Agriculture and Rural Affairs, the National Health Commission, and the Ministry of Industry and Information Technology proposes to "develop fresh corn, high-quality potatoes, and mixed beans according to local conditions, improve the flavor and taste of miscellaneous grains such as oats, buckwheat, and barley, and optimize the structure of staple food products", aiming to promote a civilized and healthy lifestyle. Nowadays, miscellaneous grains are no longer just a "supplement" in traditional diets, but are increasingly becoming the core carrier of modern healthy eating concepts and a distinctive symbol of active lifestyles. Coarse grains usually refer to other crops such as oats, quinoa, mung beans, purple sweet potatoes, etc., in addition to staple foods such as rice and wheat. In the long agricultural civilization, miscellaneous grains were once an important pillar of food, but they were also marginalized as coarse grains due to their relatively rough taste and inconvenient processing. However, in the new era, driven by the global health wave, the demand for chronic disease prevention and control, and the concept of sustainable development, miscellaneous grains have returned to the public eye due to their unique nutritional endowments such as dietary fiber, vitamins, and minerals, becoming an active pursuit of health and quality of life philosophy and consumption proposition. The changing role of miscellaneous grains in social life reflects the development of the times and the elevation of people's demand levels. In times of difficult material conditions, the primary value of miscellaneous grains lies in their ability to satisfy hunger and are an important source of meeting basic calorie needs. With the development of the economy and the significant improvement of living standards, the characteristics of high fiber, low sugar content, and rich trace elements in miscellaneous grains have made them synonymous with healthy eating. The consumption of miscellaneous grains has also become a symbol of pursuing health and emphasizing quality of life. Nowadays, miscellaneous grains have been endowed with richer and deeper connotations. It is not only to meet the nutritional needs of physiological health, but also to recognize and practice the value of a high-quality lifestyle. This is reflected in the pursuit of precise nutrition matching and personalized health management based on individual differences, such as age, physical fitness, and health goals; Pay attention to the excellent taste and flavor innovation of miscellaneous grains, integrate them with diverse food cultures at home and abroad, and explore innovative cuisine; Advocate for sustainable consumption behavior that supports agricultural biodiversity and reduces environmental resource pressure through the selection of miscellaneous grains. The consumption of miscellaneous grains is not only a change in mindset, but also leads a profound transformation of the miscellaneous grain industry and social lifestyle in practice. At present, the consumption of miscellaneous grains is moving from the recognition of "eating more is beneficial" to the stage of precise nutrition. In the future, functional miscellaneous grain products targeting specific health issues such as sleep aid, sugar control, and liver protection, as well as segmented categories targeting different populations such as infants, women, and the elderly, will continue to emerge and develop. The industry is committed to solving the pain points of "time-consuming cooking and single taste" of miscellaneous grains, and promoting product form innovation. Whole wheat pastries and staple foods of cereals have become very common. Instant cereals rice and convenient Congee will be further developed. At the same time, miscellaneous grains are deeply integrated into snacks, beverages, etc., constantly meeting the convenient and fashionable consumption needs of the public. Technological innovation drives the upgrading of the entire grain industry chain. On the planting end, cultivate high-quality and specialized new varieties through biotechnology; On the processing end, modern food engineering technology is applied to improve palatability and nutrient retention; On the supply chain side, utilizing blockchain to achieve traceability, using big data to guide production and marketing, and improving industry efficiency and transparency. In market competition, the cultural connotation of a brand becomes a key point of differentiation. Exploring the origin stories and traditional agricultural culture of various grain varieties in depth, and creating a rich regional public brand, has become an important path. Brand goes beyond the product itself, conveying the concept of "nature, health, and slow life", building emotional connections through community and content marketing, and driving the integrated development of health, wellness, culture, and tourism with grains as the theme. The trend of "grain fever" is highly compatible with the concept of big food, the "Healthy China" strategy, and the global sustainable development goals. Many cereal crops are drought tolerant and barren, which helps to protect soil, water, and biodiversity; As a high-quality source of plant protein, miscellaneous grains are also of great significance in promoting low-carbon diets. Nowadays, the mixed grain industry is moving from the "periphery" of the agricultural system to the "center" closely integrated with national food security and ecological security. Despite the broad prospects, the in-depth development of mixed grain consumption still faces challenges: some consumers have misconceptions about the taste and digestion of mixed grains, which need to be resolved through science popularization and product innovation; The industrialization and standardization of some miscellaneous grain varieties are not high, and it is necessary to promote the development of industrial clusters and improve the supply chain system; There are phenomena such as inconsistent quality and hype in the market, and it is urgent to accelerate the construction of standards, strengthen supervision, and promote industry self-discipline. In the future, we will continue to deepen in the direction of refinement, convenience, intelligence, and greenization, promote the collaboration of industry, academia, research, and application, and build a modern mixed grain industry system. This is not only a specific measure to meet the needs of people's better lives, but also an important way to promote agricultural transformation and upgrading, practice the concept of big food, and ensure national food and ecological security. (New Society)

Edit:Luoyu Responsible editor:Jiajia

Source:GMW.cn

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