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With the improvement of living standards, consumers on fruits and fresh product quality put forward higher requirements. Yangtze river delta, the pearl river delta region's per capita GDP has not below level of developed countries, based on this consideration, consumers may have the demand for high quality fruits and vegetables, producers should have the best quality products sent to them. Last year's no. 1 shop sells a batch of arbutus, sells for 888 yuan/jin, a total of 70 jins, listed on the morning of the robbed empty.

Fruits and vegetables is perishable foods, the preservation and transportation need by cold chain. However, China's cold chain logistics development level compared with the developed countries such as Europe and the United States, the gap is obvious. Although part of the quality of fruits and vegetables is not after picked the best, but for the vast majority of fruits and vegetables the most fresh must be the best. Fruits and vegetables after harvest in theory should immediately into the frozen library, then the entire cold chain into the hands of consumers, but China is now more difficult to achieve this level. In the Chinese market popular American cherries, came to China by ship, the shelf life can be half a year. In addition, improve the quality and decrease the cost of fresh fruits and vegetables, too, seems to be irreconcilable contradiction. According to the data, our country fruit and vegetable cold chain circulation rate is only 10%, fruit and vegetable attrition rate is as high as 30%, if the fruit and vegetable attrition rate from the current 30% to 5%, so can save more than 1000, one hundred million yuan a year.

Innovation in the field of cold chain logistics more embodied in learning from the advanced countries. In the transport and logistics industry's leading global freight co., LTD., Robinson was founded has been one hundred years of history, is the nation's largest third-party logistics companies, the main procurement, sales and transportation of fresh produce. Robinson global freight to sell agricultural products more than 3 billion pounds a year, in the United States such as asparagus, corn, watermelon seven classification in the fruit and vegetable products have double-digit market share. In addition, global freight Robinson occupy more than 30% of the watermelon market share in the United States, watermelon in the packaging, storage, transportation, has a series of standards.

Although China's cold chain industry obvious gap with the developed country, but there is no lack of China's cold chain industry new opportunities. Now the government of cold chain is more and more attention, increasing subsidies for cold-chain park facilities construction; Policy, the new "food safety law will take effect on October 1, will promote supply chain mandatory standards fall to the ground; Technology and equipment, agricultural harvest after cold treatment technology, antistaling agent, fresh materials and other new materials research and development of new products and storage infrastructure and storage technology, process temperature control, such as technical progress will help cold chain industry development.