Helping farmers

Within the last decade years supermarkets have been playing an increasingly significant role in household life for people in China's large cities.

Now, modern retail industry is focusing on development in China's rural market. In the past year, over 10,000 chain retailers were successfully created in Henan province.

In an exclusive interview with China Business Weekly reporter Bao Wanxian in Zhengzhou of Henan province, Guo Geping, president of CCFA, shared her opinions on the development of Henan's retail industry.

Q: Is the increase in leading chain retailers in Henan's rural market a significant step in the country's agricultural economy promotion?

A: That is right. While we are leading the country in high-grade chain retailers entering the rural market, we are also helping combine modern management with traditional agriculture industry.

For instance, through training for farmers, we told farmers how to plant higher quality vegetables and how to choose the best products for serving the supermarkets. We especially let them know how to diversify with more value-added products.

It has helped promote higher income for farmers by making their products to be more competitive. Obviously, it is helpful for continuously implementing the rural economy reform.

Q: What is the main challenge for farmers?

A: They should first pay great attention to controlling the quality of their products to ensure food safety.

Secondly, with the support from the central government, China's rural market will be a golden opportunity for world's leading chain retailers. So we should speed up the standardization of the planting, purchasing and supply chains. Moreover, CCFA will help local farmers enhance the capacity of risk management by meeting their need for more market information.

(China Daily 01/12/2009 page10)