June 6, Shanghai, China —With the importance and awareness of food safety on the rise, consumers are demanding producers and sellers to be more forthcoming and transparent with their food safety practices, especially in the major cities in China. On June 2nd, 2020, Shenzhen Yuhongtai Foods Co. Ltd. announced the adoption of VeChain ToolChain(TM) technology to power their Food Traceability Platform, starting from the premium pork products by their wholly-owned subsidiary Meijiada Fresh Foods.
Meijiada Fresh Foods is a chain of stores based in Shenzhen which specializes in the fresh meat and vegetable market. With a population of more than 12.53 million and a GDP per capita of more than $29,217, Shenzhen is widely regarded as the most advanced technological hub of China, and one of the frontline cities of the blockchain industry.
To serve Shenzhen citizens’ appetite for premium meat products, Meijiada sells pork products that are made from hogs that are raised by more than 108 kinds of products such as corn, soybeans, hawthorn, and various other farm products. The brand is also renowned for its premium fresh meat products such as their signature Yuncha Minzhu.
In order to ensure the quality of their products, Meijiada carries out standardized management of the whole process from raising to sales, and requires that all fresh meat products operated by all Meijiada stores be sold on the same day. Any unsold fresh meat products will be systematically collected and processed, and will not be sold the next day.
While Meijiada prides itself on providing only the best quality products for their customers, proving it has been difficult. This is especially a problem as Meijiada’s business is mainly conducted in Shenzhen. In this advanced technology hub, consumers are increasingly tech savvy and thus skeptical on information presented on readily-packaged meat products such as the date of packaging. This lack-of-visibility between Meijiada and their customers negatively affects its positioning as a premium brand.