China launched a monthlong campaign on Sept 1 to promote sales of farm produce in an attempt to curb rural poverty by tapping urban wallets.

The relief－through－consumption event kicked off with a launch ceremony in Beijing on Sept 1. Among the attendees were officials and business representatives from impoverished regions in the nation's central and western regions, and wealthier cities－the potential markets for such products.

The campaign involves 11 central authorities headed by the State Council Leading Group Office of Poverty Alleviation and Development, the top anti－poverty agency.

It features a series of events aimed at bolstering the publicity of both virtual and brick－and－mortar venues selling more than 76,000 officially recognized "poverty relief products", whose production has offered much－needed jobs for rural residents.

In a proposal unveiled at the Sept 1 event, 105 campaign participants called on each member of society to contribute to the poverty relief efforts－the government creates trading platforms and maintains market order, distributors and retailers move to ensure smooth supply chains and consumers answer the government's call to buy products.

"Small creeks create oceans, and sporadic stars light up the sky," the proposal said.

The agricultural products－ranging from herbal medicines to tea leaves and edible fungi－are central to the sprawling rural industrial chains that central authorities have fostered in impoverished regions in hopes of boosting sustainable rural income.

However, the COVID－19 outbreak this year and the more recent floods in southern provinces have triggered widespread supply chain disruptions, resulting in lackluster sales that have threatened to push many farmers and breeders to the brink of bankruptcy.

This has put more pressure on the nation's sweeping antipoverty drive that aims to eliminate absolute poverty by the end of this year in time for the Communist Party of China's centenary in 2021.

To offset the impact, central authorities have ramped up efforts to boost the publicity and availability of such products, setting up special channels on major e-marketplaces including Taobao, Suning.com, JD.com and Pinduoduo.com.

Government agencies and State-owned firms were also called on to prioritize such products in their purchasing plans as part of a joint assistance program.
According to the top antipoverty office, sales have reached more than 100 billion yuan ($14.6 billion) this year.