In practical terms, CSA farmers must do a great deal of work to educate consumers about organic and sustainable cultivation practices. Following a series of high-profile food safety scandals in recent years, some of which involved practices of deliberate adulteration, consumers are understandably wary of mainstream food provisioning channels. They have little trust in food labeling and certification schemes, which they see as easily-faked and largely meaningless. China’s environmental food labeling standards and food safety standards have changed significantly in recent years, adding to consumer confusion over terms like “organic.” At the same time, internet-based business purporting to deliver “organic” or “green” vegetables directly to consumers are multiplying, leading CSA farmers to worry that these online services will hurt business or mislead consumers about CSA. Chinese CSA farmers have found that the best way to reach consumers is through frequent interaction, both in-person and online, and through educational programs. Urbanites love getting out of the city to visit farms and participate in fun activities, and many are especially eager to find opportunities for their small children to “experience nature” and engage in outdoor play. At Little Donkey, they like to say that every garden plot holds a story: their shareholders are living meaningful and memorable experiences out on the farm.