JD.com is currently China’s largest e-commerce company. In 2016, they launched a new initiative called “Running Chicken.” In Wuyi County, in Hebei province, a free-range chicken farm had been developed. The program has been extremely helpful for local residents. JD.com have helped to reduce poverty and provide high-quality meat.
Studies confirm that free-range chicken is healthier. By spending more time outdoors, chickens can exercise, and their meat provides increased levels of vitamins A, B, and C. Other benefits include higher amounts of omega-3 acids and beta-carotene.
In addition to offering healthier meats, JD.com has provided interest-free loans to farmers. They have hired professional breeders who can tend to the chickens. Local farmers are employed part-time to grow grain for the chickens, as well as fruits and vegetables. The increase in economic activity has helped lift Wuyi County out of poverty.
JD.com is utilizing brand new blockchain technology. This innovative technology tracks each step of the process for producing poultry. Customers can scan a tag on the packaging and receive instant information about the meat product. The report includes the location of the farm and how many days they were there. They can also see what the chickens ate, and what the environmental conditions were. This technology is believed to be a significant step in improving the food safety problems that China is currently facing.
Blockchain technology is still in the very beginning stages, and is currently, only utilized by about 10% of food businesses in China. They are still experimenting and learning.
“Running Chicken” has been successful. JD.com is currently growing and expanding into other areas that include “Flying Pigeon” in Hebei Province, and “Swimming Duck” in Jiangsu Province. Over 200 Poverty Alleviation Local Specialty Malls have opened, and these encompass 25 different provinces. JD.com is leading the way in food safety and economic recovery.
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