JD teams with brands to launch an organic alliance

JD’s online supermarket JD Super has formed an organic alliance with brands trading on its platform.

More than 10 companies, including domestic and international ones, have joined the alliance, including Milk Deluxe, Bellamy’s, Abbott, Anchor, and Gerber.

Under the alliance, JD Super and other members will work together with government bodies, channel merchants, and inspection institutes to collectively build an “organic traceability” mechanism, which records information about product life cycles, according to JD.

“JD hopes to establish an organic industry ecosystem through the optimisation of industry standards for organic products as well a wide range of support for organic brands to grow their appeal among Chinese consumers,” the company said in a statement.

JD Super will also support the organic alliance’s members with organic labeling and to develop the platform.