Chinese start-up OrgHive helps consumers put their trust in mainland’s organic food market with WeChat mini app
- OrgHive allows consumers to instantly verify the authenticity of a product by using their mobile phones to scan the code unique to each item
- The start-up is also helping companies market their organic food products to Chinese consumers by building their trust in these brands
OrgHive, a Shanghai-based start-up, is aiming to tackle a lack of transparency in China’s organic food market by allowing consumers to easily access and verify data behind certified goods and simultaneously help companies tap into growing demand for better quality consumer products.
It followed it up with a WeChat applet in October that allows consumers to instantly verify the authenticity of mainland-labelled product by using their mobile phones to scan the 17-digit code unique to each item.
After syncing information about the manufacturer and the certifying body, the applet then directs consumers to OrgHive’s portal, where they can learn about the product, the brand and browse content shared by other consumers.
“The main reason why Chinese buy organic is because of food safety, but some of the obstacles for consumers in doing so is that they often have a low recognition of what organic food is, besides getting information behind the identification labels,” OrgHive CEO Anastasios Papadopoulos told the Post.
