Blog 5: More than just an idealist

“Real social entrepreneur should be measured by their ability to create shared value, not just social benefit.” By redesigning their production line, Nestle combines their business value with its growers’ benefit. This example reminds me of a report made by my classmate. In the junior year, we all have to interview local entrepreneurs and make a visual/literal report on our website. One of her interviewees is a social entrepreneur whose company dedicates to offer a third-party platform for organic food. Tianle Chang, the head of ‘Beijing Country Fair’, once worked in an NGO in the US as a journalist. She was tired of writing papers about the organic food market without changing anything. In 2010, she quit the job and participated in Beijing Country Fair held by a Japanese couple.

In the report, she said that her goal was not to build up a bigger company but to offer a platform, an incentive for farmers to grow up healthier food. The overall food safety situation in China is quite disappointing. “Farmers don’t even eat their own food,” said Tianle Chang, “we want to rebuild the trust between customers and growers.” They introduced the Participatory Guarantee System into their company, instead of traditional official organic food certification. To ensure that their products have high value for customers, they build up ‘certificate team’ to visit their farms every week, which is more effective and reliable than the traditional inspector who only drops by once a year. This is their way to reconceive products and markets.

To expand their local influence, ‘Beijing Country Fair’ also works with industry clusters at the company’s locations. Most companies would like to reduce the competitiveness of their opponents. On the contrary, Tianle Chang welcomes competitors. “We want more positive incentives in this ‘organic forest’, rather than solely participate into the capital competition,” said Tianle Chang during her interview.

Starting as an NGO, ‘Beijing Country Fair’ also faces financial pressure when it begins to transfer into a profitable company. Things are getting better now. However, the salary couldn’t even cover the basic house rent at the beginning. Now they have a triple salary, not much for living in Beijing, but at least they can cover their basic monthly expenses.

It is glad to see that a social enterprise survives in China when almost every company in this country tries to squeeze the last drill of profit while neglecting the impact they produced on the society. By creating shared value with customers, farmers and the company, ‘Beijing Country Fair’ creates a positive cycle of company and community prosperity.

References:

北京有機農夫市集 幫小農「站」起來/Beijing Country Fair, the most supportive assistance of growers.

https://vita.tw/%E5%8C%97%E4%BA%AC%E6%9C%89%E6%A9%9F%E8%BE%B2%E5%A4%AB%E5%B8%82%E9%9B%86-%E5%B9%AB%E5%B0%8F%E8%BE%B2-%E7%AB%99-%E8%B5%B7%E4%BE%86-594de43876ec