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New Farmers' pursuit of Food Safety: return to their hometown to sell Coffee beans and earn more than 10 million a year

Published: 2026-04-07 Author: World Gafei

Last Updated: 2026/04/07, New farmers return to their hometown to sell coffee beans with a revenue of more than 10 million a year. In addition to a new round of capital going to the countryside, new farmers are also driven by the pursuit of food safety Shao Haipeng in November, which is the season for picking coffee beans in Hainan. Cheng Zongpei, president of the Baisha Meteorite Ridge Coffee planting Cooperative, is no longer worried this year. On the contrary, he is satisfied with the realization of his wish. The former Hainan Baisha coffee is like being kept in purdah.

"New Peasants" return to their hometown to sell coffee beans and earn tens of millions of dollars a year.

In addition to a new round of capital going to the countryside, the pursuit of food safety is also driving the "new farmers" to return home to start their own businesses.

Shao Haipeng

November is the season for picking coffee beans in Hainan. " Cheng Zongpei, president of the Baisha Meteorite Ridge Coffee planting Cooperative, is no longer worried this year. On the contrary, he is satisfied with the realization of his wish.

Once upon a time, Hainan Baisha coffee was like "raised in boudoir, outsiders did not know that she was extremely beautiful." the natural flavor of milk and chocolate coupled with the taste of the coffee itself was very good, but due to the lack of a wide range of channels, coffee farmers could only sell it to buyers at a low price.

"Farmers work hard all the year round and cannot earn 1/10 of the profit on finished coffee, while buyers can sell coffee beans for two or three times the price after they collect the beans. Cheng Zongpei has a deep feeling.

Cheng Zongpei was once a farmer in Baisha Li Autonomous County, Hainan Province. in his early years, he went out and started the auto parts wholesale business, earning hundreds of thousands of yuan every year, but he always wanted to make some achievements in the position of a farmer who was concerned about his hometown. the rise of e-commerce has given him an opportunity.

Today, the establishment of coffee-growing cooperatives has increased farmers' bargaining power on coffee beans, and the Internet e-commerce platform has broadened the market, and the cooperative is expected to sell more than 10 million yuan this year.

There are many people like Cheng Zongpei who have returned to their hometown to become farmers again. Most of them are those who left the countryside to work and live in the city through studying and doing business in their early years, and now they have decided to return to their hometown to start a business. These people all share the same characteristics: they have experienced the baptism of new media and new business models, and they are aware of the need to take practical actions to ensure food safety. To some extent, they are the "new farmers" of the new era.

A bumpy road to entrepreneurship

Cheng Zongpei had a hard time at the beginning of his business.

He told China Business Daily that it is time for coffee beans to be ripe and picked. Coffee trees grow tall and have few fruits, and coffee farmers have a lot of work to do every day. Moreover, the road in Baisha County is so rugged that farmers can only pick back the coffee beans picked by manpower step by step, even if they go to the processing plant, which is only 1 km away from the coffee garden, it takes an hour's mountain walk.

The bitterness of opening up the market at first made him even more unforgettable. "when they visited customers to negotiate with them, they didn't give them a chance, and the most exasperating thing was that they even shut us out on the grounds that they didn't have time to receive them."

As a result, Cheng Zongpei offered coffee beans to the processing plant for free to taste, and only after he was recognized did he open the market. Today, the membership of his Baisha Meteor Ridge Coffee planting Cooperative has expanded to more than 60 households, and the villagers have great confidence in him.

Source: China Business Daily

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