Abstract: An indicator system was constructed from four dimensions：raw material production, processing, storage and transportation, and sales of agricultural and sideline food, and the entropy method was used to evaluate the origin image of Xinjiang's agricultural and sideline food. The results showed that consumers had a high evaluation of the origin image of Xinjiang agricultural and sideline food, with a comprehensive score of 93.88 points. Among them, the evaluation of agricultural and sideline food sales was the highest, followed by agricultural and sideline food raw material production and storage and transportation, and the evaluation of agricultural and sideline food processing was relatively low; consumers had the highest evaluation of the sales of agricultural and sideline food, with a comprehensive score of 94.98. Consumers generally believed that Xinjiang's agricultural and sideline food had good taste, rich variety, and good quality at a reasonable price;the evaluation of pollution-free farmland, pollution-free water resources, pollution-free environment, low use of chemical fertilizers, and low use of genetically modified technologies in agricultural and sideline food raw material production was relatively high;the evaluation of good hygiene environment and moderate storage and transportation temperature of equipment in agricultural and sideline food storage and transportation was relatively high;the evaluation of agricultural and sideline food processing was relatively low, and consumers had a high recognition of the nutritional value of Xinjiang agricultural and sideline food. However, further improvement was needed in terms of good hygiene and environment of the processing site, no additives, good reputation of the processing enterprise, distance from pollutants in the processing site, and good processing technology. It was proposed to develop green agriculture, ensure the source of green food, focus on processing links, shape a good image of enterprises, improve the construction of agricultural and sideline food storage and transportation infrastructure, improve logistics level, innovate agricultural and sideline food packaging, and provide good sales services.

Key words: consumers, agricultural and sideline food, the origin image, Xinjiang