According to the voice of rural China, "three rural China" reported that, at the moment of frequent food safety accidents, it is a dream for many Chinese people to find a piece of vegetable garden and eat safe and delicious green food. In recent years, more and more high education, white-collar, gold collar vegetables, into the organic agriculture, to the traditional agriculture has brought a fresh wind, but because of lack of funds, technology and mature market environment, these new farmers gradually found that the difference between reality and ideal is very big.


Zhang Lu, who returned from South Africa in 2009, contracted out more than 60 mu of land in Fu Wei village of Chongming Island, Shanghai, and built an organic ecological farm. There are 85 organic vegetable sheds in his farm, 22 acres of open-air land, 25 kinds of vegetables planted throughout the year. In the corner of the field, Zhang is preparing organic fertilizer and organizing fertilizer: "this pig manure is pulled from the pig farm near us, a pit of pig manure is used in more than 10 pots, and every week to apply fertilizer."


Zhang Lv told reporters that, compared with the use of inorganic fertilizer, the use of organic fertilizer work hard, the cost is very high: "we use pig manure, that is, vegetables grow slower, higher cost, if the use of chemical fertilizer, artificial Province, one man and a person half an hour can, and the food looks better, with pig manure, one mu Do one day for two people. "


In addition to the use of chemical fertilizers, the organic vegetables do not use pesticides, so the vegetable field is unavoidable to produce insects. The regular catch is one of the daily work of the farm workers. The farm workers: "5 days to a week to catch a worm, the pesticide does not fight, all is to remove the insect artificially."


Zhang gave the reporter an account. They used 5 farmers 62 Mu to work 8 hours a day. The wages were 65 yuan a day. When they were busy, they had to hire temporary workers. The cost of planting organic vegetables was 6 to 10 times higher than ordinary vegetables in one year. In order to realize the balance of revenue and expenditure, Meng Tian Nong also made a lot of promotion on the Internet and developed agriculture. With a variety of attempts, the actual effect is not ideal. After two years of operation, the farm did not make money: "we have invested more than about 2000000 in three years, and now we have not made much money."


The difficulties encountered by Zhang are also the common puzzles of many investors engaged in organic agriculture. Zhou Mingchuan, director of the Anhui Fu Vegetable Cooperative, has a deep "resonance". In his view, investing in organic vegetables is a "loss making business". After the professional certification in 2010, the cooperative in the Changhong village of river leek, Ningguo, with a demonstration base of more than 100 mu of organic vegetables, has lost about 4000000. Like Zhang's farm, they have tried a variety of sales channels: opening two entity stores in Hangzhou, co operating with e-commerce, building their own network stores, entering supermarkets, developing membership system in different ways to adapt to the market, but talking about the future development of the enterprise, Zhou Ming still feels that the initiative is not on its own initiative. On the hand: "although we have hung the certification mark, people's consumption consciousness is not keeping up with them, so it is very difficult to open the market."


In order to cope with this embarrassment, the more mature marketing model in the market is the "membership system", that is, the VIP membership system "from the field to the kitchen", and all the products and services are provided only to the members. Dr. Shi Yan, a doctor of agriculture and rural development of Renmin University of China, who has been engaged in organic agriculture for many years and personally founded the garden of "small donkey", tells the process of his own development.


"You can start by looking for the market, looking for members who are willing to join your farm. Let them form an identity for you. If you start to find 50 families, they are willing to fix your food, and they can form the relationship of this kind of mutual help, and say that these consumers want to protect his food safety. All, to ensure the income of farmers, he will pay a year of the production costs of farmers, and then the farmers want to create his cause, he is equal to the whole link of a producer, the risk of a model.


To remove all intermediate links and let consumers and producers direct the docking of orders, it looks good, but Shi Yan's "Little Donkey" public garden can only be spread in small circles, it is difficult to truly realize the scale of marketing.


It also makes the development of organic agriculture difficult and the contrast between the desire and price of customers. Everyone wants to buy organic produce, but they all think the price is high. But Wang Wei, the managing director of great industry, believes that, in addition to the price, it is more worrying that the frequent agricultural products safety incidents and the organic agricultural product certification market are mixed. In this context, consumers have lost trust in organic agricultural products.


"In fact, the market is not very standardized at the moment, one of the core reasons is that our products are organic, harmless, green, which requires the construction of our national certification system and the establishment and recovery of this kind of public trust."


In addition to cost and market, the confusion of certification regulation is also a great obstacle to the development of organic agriculture. Data show that at present, there are more than 20 organic product certification bodies approved by the state. Some certification agencies even charge no supervision, as long as the money, two or three months can get certification, and the logo of organic products can be easily bought on the Internet.