Jingdong, one of the largest e-commerce platforms in China has in the past been involved in eradicating poverty among families. While most firms are involved in feeding poverty-stricken families, JD.com has been engaged in providing an income for their skills. The initiative involves rearing chicken over a 27-hectare farm, where inhabitants are involved in maintaining the farm by cultivating crops, fruits, and vegetables. The” running chicken” project is established in Hebei province, Wuyi County – considered the most impoverished region in China.
While the project is involved in giving people an interest-free loan, its greatest success has been in hiring over 500 families to run the farm. Usually, the project involves the hiring of professional breeders to act as leaders while also taking care of the technical details involved in rearing the birds. The local farmers are then employed on a part-time basis to offer skills in tending for the farm.
This project has been a success such that sales have doubled within the first two years. The” running chicken” initiative has seen it overshadow other chicken sellers due to their more healthy chicken. To ensure quality, JD.com has fitted each chicken with a pedometer which collects a chicken’s biodata that is later analyzed and provided to the buyer. The concept of a pedometer was arrived at to provide healthy products.
Additionally, it was also meant to check whether each chicken had taken over one million steps during rearing process. Once packaged, a buyer can trace it back to the farm while also reviewing all its details such as feeding patterns and sourcing. This can be achieved through running the QR code against your phone.
Following its success, JD.com has expanded to accommodate other philanthropic ideas. The “swimming duck” is one of those projects and it is run in Jiangsu province. Another initiative is the “flying pigeon” which was initiated in Hebei province.
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