“Green Food” is a Chinese food production innovation, and has been described as
“one of the most successful eco-labelling programs in the world” (Giovannucci,
2005, p.12). Green Food provides a “middle way” between chemical and organic
farming. China’s development of the Green Food concept resolves issues with
both chemical and organic agriculture - for the former by offering reduced
pesticide use, and for the latter by providing a stepped pathway for conversion
from chemical to organic agriculture while simultaneously providing a Green
Food price premium. After nearly two decades of development, Green Food is by
now well known to Chinese consumers, and is readily available for retail
purchase in China