ON January 10, 2014, the upgrading ceremony of China’s walnuts industry was held in Fenyang city, with the theme of “pooling strengths, walnuts pushing agriculture development”. Li Guangdou, China’s brand strategy expert, and Liu Huiping, an expert in Shanxi Academy of Agricultural Sciences, and the former technology R﹠D head of Mengniu Dairy were invited to the ceremony together with other experts. They discussed how to build a famous regional walnut brand after Fenjiu spirits, so as to push forward the reform and upgrading of agriculture, raise farmers’ income and develop urbanization. Fenyang city has been called the “walnut village of China” sice ancient times, boasting 0.55 million mu of walnut production forest and 12 million walnut trees, with 12,000 ton of annual production. It is China’s largest walnut planting base, seed and seedling breeding base, talent and technology base, and production and export base.