Customers around the world have let it be known that they care about where their products come from. This is especially true when it comes to the food that they eat. Many farms raise chickens in conditions that are cramped and very uncomfortable and Jingdong wanted to do better for the animals and their customers. Animals that are raised in unhealthy conditions are more susceptible to illness and injury which can impact the quality of meat. Healthier animals just produce better food and JD.com is able to provide that to their millions of customers in China. In 2016, they opened “Running Chicken” farms which was able to provide a lot of jobs to the residents of Wuyi County.
In order to care for the animals at “Running Chicken”, JD.com hired many farms from the area to work on the free-range farm. Unlike the chickens raised on battery farms, the chickens raised through Jingdong are able to spend around half their lives and sometimes more outside instead of being caged in a dark shed. They also have hired farmers to grow the fruits, vegetables, and other crops that are used to feed the many chickens on the 27-hectare farm. There have been studies that have shown that chickens raised in better environments tend to produce healthier meat that is lower in saturated fat and cholesterol while being higher in other nutrients.
Every chick on the JD.com farm is tracked through a pedometer that was specially designed for the purpose. It helps the farm track the chickens and ensures that they are healthy and getting a good amount of exercise. These pedometers include technology that used blockchain to trace the animals and ensure quality. Customers are able to scan the code on the packaging of the chicken in order to see information about where the chicken was raised and details about feeding schedules and other factors. Jingdong is able to provide next day delivery through its logistics network to around 99% of the people in China. The program has seen a lot of success with the project and the team behind it is happy about the results.
For details: ieeexplore.ieee.org/document/6305161/metrics#metrics