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™ 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.
End-to-end Traceability Enabled By VeChain ToolChain
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.
As an uprising brand renowned for its high-end products, Meijiada has chosen to adopt blockchain technology. Using VeChain ToolChain™, Meijiada is now able to upload key supply chain data of their products such as origin, processing flow, logistics information, date of packaging, as well as marketing information and more to the VeChainThor blockchain. This information would then be presented in a specialized landing page through a QR code printed on the packaging of the product.
When Yuhongtai is planning to expand the sales through large domestic e-commerce platforms, the blockchain-recorded information helps them to build a better reputation.
Shenzhen Yuhongtai Foods Co. Ltd and Meijiada have revealed that the food traceability technology will be initially used for its Yuncha Minzhu brand of premium pork products. Through a scan of the QR code on the packaged product, customers will be able to learn more about the product’s information and most importantly, can be assured of the product’s safety before consumption. More product lines can be expected in the near future when the current implementation is gaining success.
Launched in 2015, VeChain connects blockchain technology to the real world by providing a comprehensive governance structure, a robust economic model, and IoT integration. VeChain is the pioneer of real-world applications using public blockchain technology, with international operations in Singapore, Luxembourg, Tokyo, Shanghai, Paris, Hong Kong, and San Francisco. Together with our strategic partners PwC and DNV GL, we have established cooperative relations with many leading enterprises in different industries, including Walmart China, BMW, BYD Auto, Haier, H&M, LVMH, D.I.G, ENN, AWS, PICC, ASI etc.
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