Food safety concerns and increasing income of Chinese families’ are motivations for fresh produce e-commerce sites to emerge in recent years: Businessmen bet that more and more Chinese would like to, or afford to, pay higher prices for quality fresh produce; people from tech industry came up with creative ways in doing such a business; big e-commerce players, such as 360Buy and Amazon China, also began offering this category of goods in 2012.

Motivated Tech Entrepreneurs

Yuan Tian Ju, such a business founded and ran by three veteran internet entrepreneurs, came to life from an idea that the three fathers wanted their kids to have safe chicken and eggs to eat. Led by Li Zhiguo, an investor and founder of Koubei.com which was one of the first user review services in China and became part of Alibaba group later, the trio leased a hill to raise chicken in a way to make sure its meat and eggs are healthy. Later on the company added vegetables and pork into the offerings. As they know how to do a Web business, the founding members created a way to do logistics to make sure what they deliver are fresh.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com