There is a growing trend of consumer demographics right now in the market. These consumers who more health-conscious, more worried about the things they allow to get inside their body, and more concerned about the impact of the products on the environment and the planet as a whole. JD.com saw this growing demographic and launched several initiatives for this specific market segment.
Before the year ends, the company collaborated with Mitsubishi Chemical to launch the largest hydroponics factory in China. The factory is an expansive 11,040 square meters and integrates closed seedling production, solar technology, and artificial lighting. It has the capacity to produce various vegetables like green and red lettuce, cabbage, coriander, spinach, and several other vegetables commonly found in Chinese tables. The produce is top quality, fresh, environment-friendly, and nutritious.
JD.com, China’s fastest growing, and largest e-commerce retailer also pioneered the Running Chicken program in the economically challenged in Hebei Province’s Wuyi County in China. The program grows a free-range chicken in a 27-hectare farm tended by local residents in the area. It allows the locals to earn a substantial amount of income to improve the quality of their lives and their families.
Compared to battery grown chicken, free-range chicken is happy chickens that get to enjoy adequate sunshine and free roam at the farm. As a result, the chicken tastes better and are more nutritious. The pioneer project is a success and as a result, JD.com recently launched two more similar initiatives. These are Swimming Duck, which commenced in Jiangsu Province and the Flying Pigeon, which began in the Hebei Province in China.
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