The Director General of Advertising and Information at the Ministry of Culture and Islamic Guidance highlighted the significance of the Mint Festival in Bajestan, which serves as a foundation for transitioning from raw material sales to enhancing the value-added of agricultural products.
According to Iran digital economy annotation, He emphasized that agricultural economics will not grow without attention to advertising and branding of agricultural products.
At the Mint Festival in Bajestan, Abbas Mohammadian, the Director General of Advertising and Information at the Ministry of Culture and Islamic Guidance, stated that creating identity and branding of the country’s agricultural products, especially mint and saffron, significantly contributes to improving Iran’s share and position in global markets. This, in turn, will lead to the flourishing of agricultural economics and empower the nation’s farmers.
Speaking at the Mint Festival held at the historical caravanserai of Zeynabad village, the hub of mint cultivation, Mohammadian emphasized the importance of such events. He said, “Iran has long been a cradle of civilization and the origin of the finest agricultural products. For example, Iranian saffron has been renowned worldwide and is a national pride due to its unique fragrance and flavor.”
He added, “However, in today’s world, merely producing high-quality products is no longer sufficient for success in competitive markets. The new generation tends to purchase products with a more attractive identity. Thus, branding, as a powerful tool, provides a unique identity and character to a product, distinguishing it from a multitude of similar goods. A strong brand gains customer trust and loyalty, enhances the product’s value, and paves the way for successful presence in global markets.”
Mohammadian pointed out that neglecting branding in the strategic agricultural products sector has inflicted irreparable damage on the national economy. He said, “While our competitors around the world are increasing their market share through appropriate investments and the latest advertising and branding methods, we have not yet fully exploited the vast potential in this field.”
He continued, “For instance, countries like Spain have captured the saffron market by creating a reputable brand identity, despite not being major producers themselves. They market products, especially Iranian saffron, at significantly high prices to global consumers through effective advertising.”
Referring to the untapped economic potential of mint, Mohammadian stated, “Naturally, mint is one of the most recognized agricultural products globally, with its numerous industrial applications making it a strategic agricultural product for our country.”
Mohammadian emphasized that by branding Bajestan mint and creating an appealing image of its derived products, the value of this product can be significantly increased in regional, national, and international markets. This not only brings considerable economic benefits to farmers and producers but also greatly boosts the country’s non-oil exports.
He affirmed that the Directorate General of Advertising and Information at the Ministry of Culture and Islamic Guidance will strongly support enhancing advertising capacities in the agricultural sector, particularly in creating and developing brands for agricultural products like mint. “In collaboration with other relevant agencies, including the Ministry of Agriculture Jihad, the Trade Promotion Organization, and the private sector, we will strive to create the necessary conditions for establishing powerful national brands in the agricultural sector,” he added.
Mohammadian also stressed the crucial role of media and cultural activists in appropriately portraying the country’s agricultural products. “In the path of developing agricultural economics through branding farmers’ products, the role of media and cultural activists is very significant,” he said.
He further mentioned that local officials and esteemed benefactors should focus their capacities on creating identity for special agricultural products. “Strengthening agricultural economics means maintaining sustainable rural development and preventing the depopulation of villages and the loss of the country’s agricultural capabilities,” Mohammadian concluded.
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