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In recent years, JD.com’s inventory has reached new heights. Since 2016, the company’s produced high-quality chicken meat for its customers on a 27-hectare farm in Wuyi County. Earlier this year, JD imported its first shipment of kiwifruit and apples from New Zealand. Both programs were created to satisfy the health needs of younger people.

Worldwide, young people are more interested in health and nutrition. A major part of nutrition is the freshness of food, so young people in China enjoy taking advantage of JD.com’s far deliver times. The other part of health and nutrition is knowing where their foods come from.

As far as the imported fruits go, it’s beneficial for China and New Zealand. JD offers its 300 million customers what they want, which is fresh fruit that can’t get from Chinese farms. Kiwifruit and small apples make great snacks for young professionals on the go.

The high-quality chicken meat comes from local farms in what used to be the most impoverished communities across China. JD set up the first free-range chicken farm in Wuyi County, as a way of helping the community achieve some form of financial stability. Since then, JD’s “Running Chicken” program has helped hundreds of farming families once on the brink of failure.

The idea for a new free-range chicken farm stems from the JD.com’s founder’s insight into being from an impoverished community. Richard Liu Qiangdong grew up in a poor family and didn’t have much until he started working as a freelance computer program writer.

At first, he wanted a career in politics but quickly found out there was no money in politics. Instead, he set his sights on one day opening his own business. He tried to run a restaurant for a little while, but the restaurant failed because he only worked there for two hours a week.

Once he founded Jingdong, which later became JD.com, he started giving back in ways that benefited everyone. Today, hundreds of families earn enough to survive on because of Richard Liu and JD.com.