Standardization Of China Litchi Industry:Research From Smallholder Farmer,middleman And Consumer

Food safety is Now in our days a very crucial problem.From a macroeconomic views It has dramatically impacted the the whole trade environment of agricultural products.At the microeconomic level,the consumer concern about their health and both their perception level and belief have been affected negatively;Smallholder farmer and others workforce involve have watched their living conditions becoming more vulnerable.Litchi fruit despite his fast perishable nature,have been acknowledged China litchi fruit is a very important commercialize crops with high profitable rate and more attractive to smallholder farmers.Unfortunately,the entry of more unaccredited actors in litchi industry had dramatically compromise his standard.Addressing such a question even thought is accurate and could be an object of priceless contribution to the literature,still flew relevant researches have been done on this field.To fill this gap,in our thesis we investigated smallholder farmers concern on standard and how it can make the industry more valuable.challenges mostly encounter at the production phase,harvest,storage,and supply chain management;then compared it to the willingness of the consumer to reward farmer's efforts to produce safer food.Our analyses aim to find out how they can be more productive at the same time upgrade their life condition,getting more pay and create additional value from growing standard litchi fruit.We also looked at the impact that others actors of this industry have on litchi standard and finally how Consumer could contribute to litchi standardization by paying more for affordable quality.For the empirical study we used questionnaires and interviews in Guangdong,Guangxi and Hainan province.An run the data on SPSS to determine the probability for a smallholder farmers deciding whether to produce a standard litchi fruit or not and the consumer choices between standard litchi and non-standard condition to their wiliness to pay more for better quality;Booth using a probit and logit model.The result of our research clearly shows that the big majority of smallholder farmer will be more likely to adopt the standard and that keys incisive elements are because they came across the standard,they now understand and take positive action.And also a high percentage of consumer choose a standard product and are willing to pay more for average or high-quality fruit with 24,48% more likely to add 0.5 to 1 Yuan per 0.5kg and 64.39% more likely to add 1 to 2 Yuan per 0.5Kg when it accurate cost is 10 Yuan.Middlemen and distributor depending on their scale operate with a two-business model;Big and small.The one operating on a big scale will pay more attention to the standard and invest accordingly while the one with a small scale will not.Based on our finding we design some policy recommendations a make a case study.