China's farmers go organic

When Yao Huifeng quit his well-paying job at a medical company to grow rice six years ago, he was nicknamed "Yao the idiot".Now people call him "Manager Yao" due to his successful career transition.

From city life to farm work in Yifeng county, Jiangxi province, Yao has tried various methods for growing high-quality rice, the only constant being that his produce is organic.

He avoids using chemical pesticides and fertilizers, and leaves the field fallow for a season to guarantee quality, which is what Chinese middle-class consumers now care about most.