As the quality of residents' life level increases in Beijing, the brand pork of the high quality and safety is becoming the dominant meat consuming goods. And the final demands of consumers are the key factors influencing the brand construction of fresh pork enterprises. Based on the brand fresh pork as an example, this paper explores consumers' awareness and purchasing behavior on the quality and safety of agricultural products and its brand through the questionnaire survey, and put forward countermeasures and suggestions on the construction of quality and safety of agricultural products in China. <<