Abstract: This article delves into the profound connotations and characteristics of the supply and marketing cooperative culture, as well as its significance and pathways in integrating into college students'career planning. Incorporating the culture of supply and marketing cooperatives into college students'career planning can help cultivate their professional ideals of “serving agriculture, rural areas, and farmers”, shape their positive career values, enhance their comprehensive qualities and competitiveness, and is feasible at the implementation level. By deepening educational integration and strengthening cultural guidance, the culture of supply and marketing cooperatives can be organically embedded into career planning education for college students, fostering the development of high-quality talents with passion, talent, and dedication for the cooperative cause, thereby promoting their integrated development.

Key words: Supply and marketing cooperative culture, Career planning, Serve“agriculture, rural areas and farmers”, Higher vocational education, Cooperative undertakings in supply and marketing, Career ideal of college students