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Carrefour Su Xiaozhen X Fresh Dairy Farm Gong Jianjia: Linking the place of origin and the shopping cart to promise a more sustainable future for food farmers   The food safety storm in 2014 revealed that many producers and suppliers cut corners and mixed foreign objects in food, making people pay more attention to every bite of food they eat. However, has our food and agricultural environment become better after 8 years? What other potential problems? Su Xiaozhen, CEO of Carrefour Sustainability and Carrefour Cultural and Educational Foundation, and Gong Jianjia, co-founder of Fresh Milk Factory, believe that there are still three problems: first, the production information is not transparent enough, and consumers still have to rely on their intuition to identify the pros and cons of products; First, the existing education system mostly regards agriculture as a springboard, and lacks the resources to cultivate agricultural talents; third, Taiwan lacks a clear positioning of agriculture, and there are few relevant regulations, labels, and subsidy mechanisms to support farmers. Fortunately, now is a good time for the transformation of food farmers. "Producers and consumers are now facing a generational change, and young people are more concerned about environmental and food safety issues than in the past." Su Xiaozhen said. In such an era, how can Carrefour and Fresh Dairy, which are concerned about the future of food farmers, make good use of their respective roles, connect partners to join the ranks of transformation, and expand their influence? (Gaying in the same field: Master the knowledge of food and agriculture with Fresh Milk Factory, and be a smart foodie )   Carrefour partners with farmers to produce friendly crops and fights waste with food banks For a long time, Carrefour has continued to carry out in-depth cooperation with partners in different fields to promote the food transformation plan. They cooperate with more than 100 farmers to produce crops that are friendly to the environment and the human body. The most eye-catching thing is the "non-cage feeding Dongfu Egg Zone" established by leading major channels to make the growth environment of chickens more friendly and healthy. Eggs The quality can also be checked. In order to promote this project, Carrefour specially arranged for employees and partners to take classes together to understand the ideas of cooperative farmers and how to communicate with consumers. Because of the strict control of product quality, the rate of customer complaints has been greatly reduced. In addition to promoting food transformation at the production end, Carrefour also joins hands with multiple partners to combat food waste at the end of the supply chain. Carrefour and the food bank set up food collection boxes at the checkout counters of the store to collect food that is still of good quality and share it with those in need; then they established the Food Transformation Alliance, inviting suppliers and other partners to join, calling on all walks of life to join the ranks of food sharing . "Through this process, suppliers can also learn more about food banks, and they will also take the initiative to propose donations." Su Xiaozhen shared that Carrefour and suppliers provide food, and food banks are responsible for distribution. Extremely powerful help is only possible with diverse partnerships. (Gayon in the same scene: "From price-oriented to value-oriented" Step into Carrefour's influential concept store, see the sustainable value behind the products, and use NT dollars to make changes )   The fresh milk factory cooperates with dairy farmers to produce high-quality fresh milk The Fresh Dairy Factory saw many farmers who devoted themselves to producing fresh milk. In the past, they sold their fresh milk to large factories. Because the large factories always made fresh milk from various pastures into mixed milk for sale, farmers never understood the value of selling their own fresh milk. However, it is even difficult to obtain better income due to the improvement of breeding quality. In this regard, Fresh Dairy Farm decided to stand on the same front as the farmers. In addition to having veterinarians to check the health of their cows, they also bought fresh milk from them at a higher price and let the ranch be seen by the public through joint brand sales. Today, there are 6 pastures cooperating with Fresh Dairy Farm. Seeing the efforts of Fresh Milk, including Carrefour, Family Mart and other chain channels have put their products on the shelves, and chain breakfast shops, hand-shake drinks and other brands have also cooperated with Fresh Milk one after another. They not only use their fresh milk, but also play videos of its origin. Introduce Fresh Dairy to customers in other ways. This year, due to the epidemic, war and abnormal climate, the raw materials for raising cattle have skyrocketed. In order to protect the rights and interests of the farm, Fresh Dairy Farm has taken the initiative to increase the price of fresh milk purchased. After hearing the news, Beach City also took the initiative to express to Fresh Milk Square that it would raise the price of fresh milk. This move made Gong Jianjia feel very warm. Many partners are willing to support and cooperate with each other in promoting the sustainable value chain. (Same scene added: From crowdfunding and selling into Quanlian, Dayuanzi, and Meizhi City, how Fresh Dairy works with the retail and catering industry to create a sustainable industrial chain )   Carry out cross-domain cooperation to expand the influence of issues The origin of the cooperation between Fresh Dairy and Carrefour is also based on the importance that both parties attach to sustainable food and agriculture. Gong Jianjia shared that 4 years ago, Fresh Dairy proposed to Carrefour with the fourth cooperative ranch "Xu Qingliang Ranch". At that time, Su Xiaozhen proposed to visit the ranch in person, which surprised and delighted Gong Jianjia and the farmers. "The presence of the CEO of a large chain store and the Carrefour Cultural and Educational Foundation is a great encouragement to farmers and makes them more confident in their products." Gong Jianjia said with a smile. When the product was put on the shelves, Carrefour held a special press conference to introduce this fresh milk, which is different from other brands, in line with the spirit of food safety and animal welfare. It also designed a video wall on the shelf, and played the video of Fresh Milk Factory to communicate with the public. This fresh milk revolution, with the help of Carrefour, will help fresh milk workshops and better fresh milk be recognized by the market. Looking back on all cross-border cooperation experiences, Gong Jianjia and Su Xiaozhen believe that finding partners with similar ideas and establishing mutual trust is one of the most challenging tasks. Because each organization and team has different concerns and priorities, "therefore, it is most important to establish your own brand positioning and what kind of partners you want to find, and to implement good communication." Su Xiaozhen said. But don’t give up building partnerships to spread influence because of the difficulties. Both Fresh Milk and Carrefour have found partners who work together to bring more changes to the issues they care about. They shared that if one person acts alone, there are often blind spots without knowing it. With a partner who provides multiple perspectives, not only can they see a wider area, but also reach more people.   Qi Li rewrites the appearance of food farmers in the future Looking at the comrades beside him, Gong Jianjia described Carrefour with lanterns and magnets: "When few people paid attention to the issue of food and agriculture, Carrefour proposed a food transformation plan to lead all industries forward together, like a lantern in the dark, emitting a warm light; Moreover, Carrefour has good leadership, without the need for mandatory management, it can act like a magnet to attract partners who share the same philosophy.”  

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