39 year old Shen Yicheng, a former computer salesman, now a farmer that are growing food the ecological way, which is a rare thing among farmers around the outskirts of Shanghai. He produces products without pesticides. He wanted to be self-sufficient, but now friends and family want to buy his carrots and watermelons. The reason? Chinese food products are filled with toxic chemicals or otherwise harmful to their personel health.
Even though there is Chinese food products with eco labels, there is massive lack of confidence in that labelling due to several incidents with food fraud (and because the labels can easily be bought on Taobao). The list is long and horrifying: rats sold as lamb, cooking oil fished up from the sewage and poured in new bottles, poisoned milk powder, decades old so-called zombie meat and an almost impressive selection of fake products, including everything from eggs and rice to prawns. Scams, corruption and unscrupulous profit hunting are a major part of the problem.
In annual interviews with 5000 citizens from different cities, the concern of food safety is top one or two every year, the last ten years. They are terrified to get sick or die of what may be a part of their diet. Everybody knows that the food supply chain in China is a huge mess. This is one of the reasons why people eat at KFC (Kentucky Fried Chicken). Crazy as it may sound, people eat there because it’s healthy (and safe). People trust KFC, because of hygiene control and the chicken is not fake.
China is ready for a food innovation revolution. One of the tools could be a implementation of new technology, where blockchain can be a way forward, to reduce the risk of food fraud along the supply chain. Blockchain is just one tool in the belt, where vertical farming or lab grown meat also can be a path forward.
The people of China are ready for it, so they can live with the peace of mind, that the food they eat are safe and sound.