China’s largest fresh-food aggregator app buys directly from farmers, disrupting the traditionally long supply chain, to offer eateries cheaper, better-quality produce, with speedy delivery.
Why
Long food supply chain
China’s food supply chain is long, usually with several intermediaries, each charging hefty margins.
Farmers, consumers disadvantaged
Restaurants and consumers face high prices while farmers are squeezed.
Freshness, quality compromised
The freshness of produce also suffers as items pass through many hands.
Market
RMB 705.4bn
China’s fresh food e-commerce market value by 2022, expected to grow over 28% annually from RMB 204.5bn in 2018, according to iResearch Consulting Group.
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