E’zhou Wuchang Fish

E’zhou Wuchang Fish

E’zhou Wuchang Fish is a geographical indication certification trademark.

　　Wuchang Fish is synonymous with E’zhou City. “E’zhou Wuchang Fish” is a word mark and graphic trademark approved by the State Administration for Industry and Commerce for the city’s Wuchang Fish Association. In late 2009, after more than three months of fierce competition, the “E’zhou Wuchang Fish” trademark from the E’zhou Wuchang Fish Association stood out among over 500 entries nationwide, winning one of the top 100 “2009 Consumers' Favorite Green Trademarks” at the (3rd) China Trademark Festival, and received the “Green Crystal Cup” award. At the same time, in the selection of “The Most Market Competitive Trademarks in the 60 Years of the Republic,” both the word mark and graphic mark of “E’zhou Wuchang Fish” were recognized as “The Most Market Competitive Geographical Indication Trademarks.” This marks another major honor for E’zhou Wuchang Fish, following its recognition as a China Origin Certification Trademark and one of Hubei’s Top Ten Famous Agricultural Products.

　　　　In 2005, after research, the municipal Party committee and government decided to establish the E’zhou Wuchang Fish Association as a platform to reconsolidate the Wuchang Fish brand, and allocated special funds to apply for an origin certification trademark for “E’zhou Wuchang Fish.” After nearly five years of unremitting effort, the E’zhou Wuchang Fish Association has become a leading organization among the city’s associations and academic groups, championing the integration of the Wuchang Fish brand. “E’zhou Wuchang Fish” became one of China’s 251 origin certification trademarks and the only one in the country’s aquaculture industry. In December 2007, “E’zhou Wuchang Fish” was awarded the title of “Hubei’s Top Ten Famous Agricultural Products” by the provincial government. By the end of June 2008, “E’zhou Wuchang Fish” was designated by the organizing committee as the exclusive freshwater fish supplier for the 2008 event. In April 2009, the Ministry of Agriculture announced the results of a nationwide cross-testing of aquatic product quality in Document No. 49, revealing that the live E’zhou Wuchang Fish had a 100% pass rate. On June 11, the association’s group member, the Hubei Wuchang Fish Original Breed Farm, passed the re-inspection organized by the Ministry of Agriculture with unanimous approval. In August 2009, a document from the China Aquatic Products Processing and Marketing Alliance stated that E’zhou Wuchang Fish processed products, sales volume, and marketing outlets were among the best in the domestic industry. At the 7th China International Agricultural Products and Food Expo, which concluded on September 12, the processed products of “E’zhou Wuchang Fish” once again won a gold award. On October 15, the series of Wuchang Fish snack foods developed by the association’s group member, Liangzidao Aquatic Specialties Company, successfully entered 154 supermarkets in Shanghai and the East China region.

　　　　The E’zhou Wuchang Fish Association is taking the lead in organizing the city’s aquatic industry and relevant experts to participate in revising and establishing a new series of production and processing quality standards for Wuchang Fish. It has implemented strict assessment systems, re-evaluating enterprises using the “Wuchang Fish Origin Certification Trademark,” and is working jointly with industry and commerce, quality inspection, health, and other departments to gradually unify quality standards, product packaging, market management, promotional operations, and trademark branding for Wuchang Fish processed products. These efforts aim to further deepen the comprehensive integration of the Wuchang Fish brand. The focus is first placed on improving product quality to overcome the issues of disorganized production and competition, ensuring the healthy growth of the Wuchang Fish industry. Secondly, it seeks to foster collaboration among member units to strengthen brand operations. Thirdly, it aims to build a nationally renowned brand while vigorously promoting Wuchang Fish culture and constructing a “Wuchang Fish Culture Park” to enable the orderly expansion of the brand.