Considerable research has explored the relationship between intangible assets and firm performance in manufacturing and tertiary industries, but such studies remain scarce for the agri-food industry. In fact, numerous stresses, including the COVID-19 pandemic, have disrupted many activities along agri-food production chains in developing countries, resulting in huge pressure on sustainable agri-food production. Based on a sample of 94 A-share listed agri-food firms in China from 2008 to 2017, this study examines the impact of intangible assets on agri-food enterprises' productivity using generalized method of moments estimation. The results reveal differences between private and state-owned enterprises, indicating that the promotional productivity effect of intangible assets held by private agri-food enterprises was insignificant in the current period, but will be manifested three periods later, in contrast to state-owned enterprises. Due to the soft budget constraints and incentive mechanism of state-owned agri-food enterprises, intangible assets will not promote productivity. In addition, by pursuing the financialization profit model, agri-food enterprises will sacrifice productivity improvement, which can further lead to selective abandonment in the use of intangible assets. Simultaneously, there is a crowding-out effect between intangible and fixed assets in promoting agrifood enterprises' total factor productivity. The findings highlight the importance of the quality and conversion rate of intangible assets, particularly for agri-food enterprises, which are closely related to food security and stability.(c) 2022 Economic Society of Australia, Queensland. Published by Elsevier B.V. All rights reserved.