On March 26, 2010, “2010 China CSR Competitiveness” Forum and Award Ceremony was held in Beijing Nine Dynasty. The organizer Business Value Magazine released the “2010 China Top CSR Competitiveness Cases”., and ten enterprises, including DaChan Food (Asia) Limited (DaChan Food), GE, Intel, Nokia, Wal-Mart, China Vanke, Standard Chartered Bank, Broad Air Conditioning, Nestle and Lenovo, received the awards.
The appraisal was under the direction of Department of Social Welfare and Charity Promotion of the Ministry of Civil Affairs and jointly launched by the Business Value Magazine and many third party organizations and research institutions, aiming to promote the application of innovative modes and referential templates so that more and more enterprises can put the concept of CSR into practices in the special social and commercial environment of China.
As a company full of social responsibility, DaChan Food has been taking to offer healthy and safe food to customers as its priority. Hundreds of DaChan Food’s research and development technicians have been working at many aspects such as feeds, feeding modes and food formula, dedicated to lift the quality of products to be purchased by customers up to perfection. In addition, DaChan Food adopts highly vertical integral business mode incorporating feeds production, chicken feeding and slaughtering, chicken meat process and processing food into a concerted business platform. This business mode has enabled the Company to effectively assure the product quality so as to carry out rigorous quality and hygiene control approaches to assure the quality and safety of all products. Based on these measures, DaChan Food has successfully built up its image in mainland China and driven the sustainable increase of its branded chicken meat products.
In recent years, there has been a general increase of food safety consciousness in consumers in mainland China. As a responsible corporate citizen, DaChan Food is keenly aware of such changes and takes the opportunity to positively offer more complete information to its consumers so as to relieve their worries of food safety besides taking rigorous quality control inside. In 2009, DaChan Food formally launched the “transparent source” food project and introduced the chicken food products under the brand of “Sisters’ Kitchen”, including “Sisters’ Kitchen”-branded fresh chicken meat products, “Sisters’ Kitchen”-branded cooked chicken meat products and “Sisters’ Kitchen”-branded roast chicken. At present, consumers can input the “reassurance code” on the package of a bag or a box of chicken meat products sold under the brand of “Sisters’ Kitchen” and easily obtain such information via mobile phone or Internet as: ①Breeding farm, breeder, time of brooding and market availability; ②The production information about the lot of feeds; ③The information about the electric slaughtering, the lot of fresh chicken meat products and quality inspection; ④The information about the deep processing of food. By doing so, consumers can be reassured to enjoy the safe food featuring traceability. At present, the market reaction and business performance indicate that DaChan Food’s leading measures have received initial recognition from consumers and will further boost the business development of DaChan Food.
