Guo, an expert member of the China Internet department, said in an interview with the consumer report, "The deified organic food Four: Is it more trustworthy for organic food?" ", March 14, 2014.
with the 2014, the state will implement the new "organic product certification management measures" and organic products national standards, the acquisition of organic certification will be more difficult, coupled with organic food entities sales channels "limited shelves", a large number of organic food manufacturers have entered the electric business industry. Taobao Eco-Agriculture channel, Tuo Tuo commune, the original life, Dolly Farm and so on fresh agricultural products as the leading electric dealer sales model.
So, these claims to narrow the distance with consumers, the quality of the control of the credibility of the guarantee of the electric business platform is more worthy of consumer trust?
can the electricity trader shorten the distance between consumers?
According to industry insiders, agricultural products from farmers to reach the hands of consumers generally through 4 to 6 links, including farmers-buyers-the origin of the wholesale market-transport-sales of wholesale markets-distribution to supermarkets, markets or farmers markets. Each additional circulation link, the cost will increase 5% to 10%, plus a variety of tax and management costs, circulation link cost about half of the vegetable price.
"If organic produce is sold through these traditional channels, then the organic birthright is gone." "This is the most Zhang Tonggui sales form for the founder of the Dorian Farm.
through E-commerce platform, producers can directly, quickly and accurately understand the market demand, production of marketable, appropriate amount of agricultural products, to avoid excess caused by excessive transport, storage, processing and loss costs. Effectively evade the information asymmetry between farmers and consumers, the operational status of poor efficiency, so as to effectively promote the circulation of agricultural products from decentralized to order-oriented agriculture transformation, China Internet Association expert member Guo said.
"The electricity trader actually is the distance between the producer and the consumer," Tuo Tuo the CEO Dufei to "the consumer report reporter said."
distance, product quality is to be directly linked to the credibility of the electrical commodity licensing, the responsibility of the relationship than ordinary supermarkets, marketing channels more strongly, is also in line with the pursuit of safety and quality of high-end consumer demand.
but the consumer of the organic product trust crisis, it seems can not only be solved by a closer relationship, the electric business platform appears false organic situation also exists (see "The deified Organic food Two: No. 1th shop now expired" organic "Medlar").
How to "break" the trust crisis?
"Consumer Report" from the organic vegetables pesticide residue detection cut into, investigate the current three kinds of organic products of the main sales channels-large supermarkets, farm direct and fresh electric dealers in the quality of organic products different "gatekeeper", to explore the solution to "trust" way.
February 2014, reporters from Guangzhou Bojia, direct farm "Green V", the original life and Taobao eco-agriculture channel "a farm" to buy organic (Roman) lettuce, sent to the authority of the detection mechanism of 4 kinds of leaf vegetables commonly used pesticide, chlorpyrifos, Cypermethrin and Methamidophos to detect. The results showed that the pesticide residues were not detected in 4 organic lettuce.
asked the enterprise how to "check" product safety and quality, originally living in the southern part of the market director Li Liang told reporters: "We have independent quality control Department of food testing." The original Life network in the selection of relevant suppliers, first of all, we will select suppliers with relevant qualifications, but also not qualified as the only criteria, but also send professional procurement personnel, directly into the relevant production base, to understand whether the standard planting, fertilization, tracking records, to determine its facilities, production management system in line with production management requirements. ”
relatively, do not have detection link Taobao eco-agriculture channel closer to the "market platform." Reporter investigation found that the business to enter the platform to sell organic products, the first need to submit organic certification, product testing reports and environmental testing reports (soil, air, water), and then Taobao audit staff will also be on-site inspection and peer Word-of-mouth to understand. Such a set of norms designed to be in front of the gatekeeper.
Although more and more organic products are emerging on the platform of various electric companies, there are few farms available for procurement. Li Liang told reporters that the original life in the search for agricultural products on the farm is more difficult, often the same farm vegetables will be supplied to different electric dealers.
However, this does not affect the quality of the product control, because the final analysis of product quality is the consumer's most concerned about the problem. "Although the procurement supply, but the original life of their own independent quality Control department has a number of conventional testing capabilities, including the most common, the most easily added heavy metals, pesticide residues, additives, such as formaldehyde, Clenbuterol hydrochloride (lean meat), aflatoxin, Sudan. We are not all the agricultural products are organic standards, in the Web page and merchandise are clearly marked. ”
for the electrical business itself, the automatic detection is only a link to quality control. However, at present, there is no specific standards for organic products, and not in the traditional quality supervision system in the context of the current situation, the electrical business to the quality of the real good off, nor is it an easy thing.
