The autumn consumption season, the first major promotional event for the seventh Chinese Farmers' Harvest Festival, was launched in north China's Tianjin Municipality on Saturday.

Initiated in 2018, the festival coincides with the autumnal equinox, which is one of the 24 solar terms on the Chinese lunar calendar and usually falls between Sept. 22 and 24 during the country's agricultural harvest season. The seventh Chinese Farmers' Harvest Festival will fall on Sept 22 this year.

The promotional event is showcasing various regional brands of farming produce, including peaches from Pinggu District of Beijing, corns from Siping in northeast China's Jilin Province, and Xiaozhan rice from Tianjin.

More than 600,000 sellers participating in the event are selling their agricultural products both online and offline.

"By creating a platform directly connecting sellers with buyers and innovating marketing models, we aim to enable agricultural products of high-quality to access outside markets and to reach people's dining tables.," said Shen Guoji, an official from the Ministry of Agriculture and Rural Affairs.

Since its inception in 2018, this annual promotional event has boosted agricultural product sales over the past six years, which totaled more than 120 billion yuan (about 16.93 billion U.S. dollars).

The event will last for three months till the end of November.