近日，拥有400多年栽培历史的北京传统名果——京白梨再度启动维权行动，正式上线专属溯源码系统，以打击市场上频发的假冒产品。京白梨原产于北京市门头沟区，以其皮薄肉细、汁多味甜而闻名，2019年被农业农村部认定为“农产品地理标志”。然而，随着其知名度提升，大量外地梨冒充京白梨流入市场，严重损害了品牌声誉和果农利益。此次推出的溯源码基于区块链与物联网技术，消费者只需扫描包装上的二维码，即可查看该批次京白梨的种植地点、采摘时间、检测报告及物流信息等全流程数据，确保产品真实可查。此举不仅提升了消费者信任度，也为正宗京白梨建立了数字化“身份证”。当地政府联合行业协会、合作社共同推动这一打假机制，同时加强执法监管，对违规使用“京白梨”标识的行为依法追责。专家指出，地理标志产品的保护不仅关乎文化传承，更是乡村振兴与农业高质量发展的重要支撑。通过科技赋能与制度保障双管齐下，400岁的京白梨正焕发新生机。
Recently, Jingbai Pear—a traditional Beijing fruit with over 400 years of cultivation history—has launched a new round of brand protection efforts by introducing a dedicated traceability code system to combat widespread counterfeiting. Originating from Mentougou District in Beijing, Jingbai Pear is renowned for its thin skin, tender flesh, abundant juice, and sweet flavor. It was officially recognized as a “Geographical Indication Agricultural Product” by China’s Ministry of Agriculture and Rural Affairs in 2019. However, as its popularity grew, pears from other regions have increasingly been passed off as authentic Jingbai Pears, damaging both the brand’s reputation and local farmers’ livelihoods.The newly implemented traceability code leverages blockchain and IoT technologies. Consumers can simply scan a QR code on the packaging to access comprehensive information about the pear batch, including its orchard location, harvest date, quality inspection reports, and logistics records—ensuring full transparency and authenticity.Local authorities, in collaboration with industry associations and cooperatives, are jointly enforcing this anti-counterfeiting mechanism while strengthening regulatory oversight and legal accountability for unauthorized use of the “Jingbai Pear” label. Experts emphasize that protecting geographical indication products is not only vital for cultural heritage preservation but also a key driver for rural revitalization and high-quality agricultural development. With the dual support of technological innovation and institutional safeguards, the 400-year-old Jingbai Pear is entering a new era of vitality.
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