The construction of regional public brand of grain is an important part of the economic development of grain industry in the new era, and the role of market and government is the essence of its sustainable development. Based on the existing theories, this paper constructs the theoretical framework of regional sustainable development of grain, sorts out the influencing factors and designs a questionnaire. Through empirical analysis, this paper studies the role of market and government in sustainable development. It is found that the role of market and government runs through the whole process of sustainable development, the role of government in the “cultivation stage” and “growth stage” is obvious, and the role of market in the “mature stage” is more prominent. Suggestions are given as follows: First, in the “cultivation stage” and “growth stage”, the government will take the lead, standardize the brand management, and draw the boundaries of property rights; excavate the connotation of quality, and play its role in promotion. Second, in the “mature stage”, the market will take the lead and give full play to the advantages of enterprise operation and regional resources. Third, at any stage, to develop regional public brands in grain, we need to pay attention to product quality, consolidate the brand foundation, establish industrial alliances to help regional brands, and strengthen standard guidance to standardize brand development.