An Innovative Marketing Model for Fresh Produce in China: Farmer-Supermarket Direct-Purchase

Part of the India Studies in Business and Economics book series (ISBE)


“Farmer-Supermarket Direct-Purchase” is a new model for connecting small Chinese farmers with the modern retail markets. Supermarkets purchase agro-products directly from small-scale producers, using a farmer cooperative or agricultural enterprise as an intermediary. Matching small producers with a modern retailer ensures a stable market for farm produce. Reducing the number of middlemen between producer and retailer lowers procurement costs for retailers and improves transmission of food safety standards and quality control assurances through the supply chain. Supermarkets arrange training to help small-scale farmers solve various problems, and help them adapt to a new purchase environment. The model has spread in China through a combination of private sector initiative and government support. This chapter provides guidance to supermarkets, cooperatives, and producers who wish to replicate the model in other developing countries.


Corporate Social Responsibility Cooperative Partner Supermarket Chain Agricultural Enterprise Urban Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. China Business (2011) Carrefour SOCOMO set sail from China: first batch of agro-products purchases in China will be shipped to Europe. Accessed 8 Oct 2011
  2. China Business (2012) Carrefour SOCOMO promote upgrade of export of Jiangxi navel orange. Accessed 16 Nov 2012
  3. Defois S (August 28 2009) DP training resources in Pinghe of Fujian ProvinceGoogle Scholar
  4. Defois S (March 1 2010) Guangdong province direct purchase trainingGoogle Scholar
  5. Frachon B (May 22 2013) Let’s export together, SOCOMO training in XinjiangGoogle Scholar
  6. Guo H, Yang H, Zhang R (2008) Analysis on influencing factors of members’ trust to cooperative leaders—based on investigation on part of the members in Zhejiang province. Chinese Rural Econ 8Google Scholar
  7. Hu D (2010) Farmer-supermarket direct-purchase: a how to guide. Chinese Agricultural Science and Technology Press, BeijingGoogle Scholar
  8. Hu D, Zeng X (2009) Opportunities and challenges of farmer-supermarket direct-purchase. Chin Farmers’ Coop 01Google Scholar
  9. Hu D, Yang W, Yu Z (2009) Farmer-supermarket direct-purchase and development of farmers’ professional cooperatives. Rural Oper Manage 8Google Scholar
  10. Legros E (June 8 2010) The preface of Dinghuan Hu’s book, farmer-supermarket direct purchase: a how-to guide?Google Scholar
  11. McGregor R (2010) The party. Harper Collins, New YorkGoogle Scholar
  12. SOCOMO Socomo secures first position as Spanish produce trading company.
  13. SOCOMO (May 2013) Introduction on SOCOMO in North DistrictGoogle Scholar
  14. Xin J Quality Manager of Metro, Win-win Situation of food quality traceability system.
  15. Xu J, Wang X (2009) Analysis on contract agriculture, its organization model and its influence on farmers’ income, Chinese Rural Econ 4Google Scholar
  16. Yang S (June 2009) Thirty years of a Chinese rural household—from perspective of sociology, Jiangsu Social Sciences, JiangsuGoogle Scholar
  17. Zhang X (2009) Explore the development trend of farmers’ professional cooperatives. Manage World 5Google Scholar
  18. Zhu L et al. (2011) Thinking of the promotion of farmer-supermarket direct-purchase on modernization of agro-products circulation, China Secur Future 9Google Scholar

Copyright information

© Springer India 2016

Authors and Affiliations

  1. 1.Institute of Agricultural Economics and DevelopmentCAASBeijingChina
  2. 2.U.S. Department of AgricultureEconomic Research ServiceWashington, DCUSA

Personalised recommendations