Rice becomes traceable and sells at a good price

"A jin of our rice sells for 20 yuan." Wang Qingzhi, head of the Dongrun Rice Planting Professional Cooperative in Guanyun County, Jiangsu Province, proudly told this writer: "There is a QR code on our rice packaging box. Scan it with a mobile phone and you can look up the rice production information."

The Dongrun Rice Planting Professional Cooperative in Guanyun County was established in 2009. The "Dingdang River Rice" it produces comes from the banks of the Dingdang River, the county's drinking water source. In August 2011, a college-graduate village official named Zhou Nan arrived in Liuli Village, Dongwangji Township. This newly arrived member of the Party general branch, after learning about the situation of the Dongrun Rice Planting Professional Cooperative, wrote a research report titled "Suggestions on the Sales of Dingdang River Rice." Through coordination by the county party committee's organization department, Zhou Nan contacted Zhao Jiamin, director of the county agriculture committee, and gained his full support.

In May 2012, Zhou Nan used a "linking" approach with the Guanyun Agriculture Network to build a subpage, on which he displayed videos of the entire rice production process from planting, production, processing, and packaging to the finished product, along with complete organic product logos and production license images, and uploaded materials introducing the product profile, origin, and nutritional composition table. In October 2012, Zhou Nan again discussed with the professional cooperative setting up a QR code on the packaging box, ensuring that after consumers scan the QR code with a mobile phone, they can enter the Dingdang River Rice page and browse all the information.

After the promotional measures designed by Zhou Nan were implemented, the cooperative gradually opened up its sales situation. Today, the professional cooperative produces 1.2 million jin of Dingdang River Rice annually, and the trading company established by the cooperative achieves annual sales revenue of 24 million yuan. The products not only sell well in the Jiangsu Province market, but are also exported to places such as Guangdong, Zhejiang, Shanghai, Beijing, Gansu, and Shaanxi. At the same time, Zhou Nan also grew into deputy secretary of the village party general branch in charge of agriculture.

Zhang Chuangju