Apr 11, 2019|
JD’s Popular Free-Range Chicken Program Helps Farmers, Delights Customers
Back in 2016, JD.com turned its hand to revolutionizing a whole new industry: raising chickens.
With the launch of its “Running Chicken” initiative, JD established a free-range chicken farm in China’s economically disadvantaged Wuyi County, in Hebei province. The program has gone on to reduce poverty in one of the country’s historically poorest regions while providing top-quality chicken meat to discerning shoppers on the JD platform. It has been a resounding success, with sales of the free-range chicken products doubling on JD in its first two years.
The 27-hectare “Running Chicken” farm exemplifies JD’s commitment to both giving back to society and providing goods of unmatched quality. By offering interest-free loans to farmers, the program has helped nearly 500 families in the area earn thousands of RMB per year, improving their quality of life and helping to remove Wuyi County from China’s national poverty list. Professional breeders hired by JD take the lead in tending to the chickens, while local farmers are offered part-time jobs maintaining farms and growing vegetables, fruit and grain for chicken feed.
Chickens raised on the JD farm also provide a more ethical and healthier choice for consumers in an industry dominated by “battery farms,” where animals spend their lives caged in windowless sheds. Free-roaming chickens spend at least 50 percent of their time outdoors, so they can exercise in fresh air and sunshine and interact with other chickens. Studies have shown that free-range chicken meat can have lower levels of harmful cholesterol and saturated fat and higher levels of beneficial omega -3 acids, beta-carotene and vitamins A, B and E.
JD fits each chicken with a specially designed pedometer, with the aim of having each bird take one million steps during the rearing process. The company uses blockchain technology for maximum quality assurance and full traceability. Since early 2018, JD customers have been able to review details about the rearing process for every chicken they buy. A scan of the QR code on the poultry’s packaging allows buyers to view detailed information on sourcing, feeding intervals and more. The chickens are delivered via JD’s self-operated logistics network, which covers 99% of China’s population and offers same and next-day delivery to most customers.
“We are thrilled to see the ‘Running Chicken’ initiative find so much success with consumers just two years after its launch,” said Xiaowen Liu, key projects lead, fresh food sourcing, JD.com. “The project showcases how e-commerce can benefit society as a whole by alleviating poverty while bringing high-quality, safer, and better tasting produce to consumers.”
Following the chicken project’s initial success, JD has expanded its philanthropic reach and range of premium produce by launching two similar farm-to-table initiatives: “Swimming Duck” in Jiangsu Province and “Flying Pigeon” in Hebei Province. Since 2012 JD has also opened more than 200 Poverty Alleviation Local Specialty Malls on JD.com covering 25 provinces. The malls help promote and market local agricultural products on a national scale, both benefitting disadvantaged farmers and providing access to more locally-sourced products for consumers.
Learn more about JD’s running chicken initiative by watching the below video:
Apr 23, 2019|
JD.com Delivers New Zealand’s First Kiwifruit and Apple Harvests of the Year
JD.com, China’s largest retailer, is bringing this year’s first kiwifruit and apple harvests from New Zealand to Chinese consumers, further strengthening its partnerships with market leaders Zespri and Rockit Global Limited.
The horticultural companies’ high-quality kiwifruit and snack-sized apples have already proven enormously popular among JD’s more than 300 million customers, who are increasingly buying imported produce. JD data shows that overseas fruits accounted for the majority of all fruit sales on JD’s platforms in 2018, up from just 20% two years earlier. Those who favor buying imported fruits are usually younger, middle-class consumers with a strong focus on their personal health and nutrition.
In recent years, New Zealand’s fruit exports to China have soared to reach NZ$606 million. On JD, sales of New Zealand-produced fresh food grew by over 80% in 2018.
A JD courier delivered an order of premium kiwifruit to a lucky customer, accompanied by a Zespri representative
Kiwifruit are the country’s single biggest fruit export worldwide, with China ranked as the top market. The local industry currently supports about 18,000 jobs across New Zealand, including 2,600 kiwifruit growers.
Zespri first set up a flagship store on JD.com in 2017. By expanding its cooperation with JD including selling through 7FRESH, JD’s offline grocery store, the global kiwifruit exporter is able to further leverage the world-class capabilities offered by China’s biggest and most advanced e-commerce cold-chain logistics network.
“JD.com is the ideal partner for Zespri to continue growing our distribution footprint in the country,” said Ivan Kinsella, Head of China Corporate Affairs at Zespri. “Their unparalleled logistics network will ensure that our high-quality kiwifruit always arrive to our Chinese customers in the best condition, giving them a fantastic eating experience.”
In addition, Rockit Global Limited has just launched an exclusive flagship store for Rockit apples on JD.com. At the beginning of New Zealand’s apple production season, these nutritious fruits have also been introduced to both JD’s online and offline customers.
China is the most important market for Rockit Global Limited. Chinese consumers’ demand for top-quality produce overall continues to rise quickly. According to JD data, college educated millennials account for more than 40% of Rockit apple’s customers in China, with most hailing from Beijing, Guangdong, and Shanghai.
“Rockit Global Limited is thrilled to have joined forces with JD.com,” said Austin Mortimer, CEO of Rockit Global Limited. “With over 300 million customers and same- and next-day delivery ability, JD is undoubtedly the best partner for us bring our premium quality, New Zealand-grown apples to Chinese dining tables.”
As Chinese consumers’ appetites for fresh food grows, JD has leveraged its global reach and outstanding cold-chain logistics expertise to make sure that they can easily buy the highest quality fresh products. The e-commerce giant currently sources items from over 50 countries and regions, offering more than 110,000 imported fresh products to customers. Its nationwide cold chain logistics network covers 300 cities across China.
“We’re very pleased to further our partnerships with Zespri and Rockit Global Limited,” said Xiaozhou Zhou, leader of the fresh fruit team at 7FRESH, JD.com’s fresh food division. “Chinese consumers overwhelmingly favor JD.com as the best place to buy fresh products imported from abroad. We can’t wait to bring more of these healthy and naturally delicious New Zealand fruits to them.”
“We look forward to seeing even more wonderful fresh products from New Zealand find their way onto JD’s platform so that they can easily reach families across China,” said Andrew White, Trade Commissioner from New Zealand Trade and Enterprise. “These fresh brands will complement the wide range of New Zealand products that are already developing a strong following through JD, such as infant formula, honey, health products and even cosmetics.”
JD.com Self-developed Blockchain Framework Now Open to Businesses
