For quite a long time now, Wuyi, a county in China’s Hebei Province has been among China’s poorest regions, with the majority of its residents being unemployed. As a way to help improve the living standards of the region and give back to the community, China’s most renowned e-commerce platform, JD.com established the Running Chicken initiative on a 27-hectare farm back in 2016.
The sole purpose of the project was to eradicate poverty in the region through the creation of job opportunities for the residents of Wuyi County. This is a goal that it has achieved effortlessly, as more than 500 families from the region now have a stable source of income. This has also benefitted the county as a whole as it has helped improve its economic status, thereby removing it from China’s poverty-stricken regions. It has however gone on to benefit not only the natives of this region but JD.com as the demand and sales of free-range chicken products has been increasing with each dawn since the launch of the initiative. Jingdong’s customers have also benefitted big time as they now get access to premium quality chicken products hence enabling them to lead a healthy lifestyle.
How the project works
The success of the initiative can be attributed to the perfect teamwork between JD.com and the local farmers. On the one hand, JD.com hires professional breeders who partake the role of tending to the chickens while on the other hand, the locals participate by taking on tasks such as managing to the farms, growing veggies, grain and whatever is required to feed the chicken. The running chicken initiative is different from most chicken programs in that the birds are allowed to roam freely and interact with other chickens at least 50% of the time during the rearing process.
As always, JD.com incorporates innovative technologies to attain its goals, and for this project, the company uses blockchain technology to ensure each bird reaches at least a million steps during rearing so it can spend 50% of its time outdoors. As a result, they make healthier products which are more suited for human consumption. Chicken products from the project are usually delivered right to the client’s doorstep regardless of their location thanks t to Jingdong’s revolutionary logistic network.
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