Food safety is no longer a heated topic as we are so used to these problems. What I’m curious is, whether we are willing to pay a premium for de-industrialized food products sold online? Several e-commerce companies already made attempt for this niche market.

Nongren is a farm produce e-commerce corporation based in Shanghai. Unlike other e-commerce companies who paid more attention to selling price and distribution channels, Nongren talks about the concept of “re-establish the close relationship between human and food”. What they really did was simply visiting and interviewing each farmer supplier, expressing stories behind the farm produce to customers, and enabling customers to pay online while having the farm produces delivered home, just the same way they shop other kind of products. We get to know someone by listening to his stories, and Nongren provides us with the stories of everything we buy.

Mufengren is another online shop with the motto of “contrary to the industrial era”. Being a business on Taobao, they achieved 23989 deals and got the sales credit of “Double Crown”. They claimed to sell only 100% natural honey products with no additives. Priced at twice the average similar honey products, Mufengren honey is still always in short supply.

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership