Abstract: From 1990s, with the end of the shortage of agricultural products, the market demands have been changing, and the sales of agricultural products were facing serious challenges. Especially after entering the WTO, the commercialization of agricultural products were increasing, the competition of the agricultural products are more and more furious. The agricultural products of good brand is the core of market, so they have been the objective of the market and their status were gradually rising in the market. Aiming at the actuality of development of the article agricultural products in Fujian Province, after the analysis the factors of the brand of the agricultural products, the article gave the objectives and countermeasures of actualizing the brand of the agricultural products in Fujian Province.