The word “yimutian” refers to a Chinese measurement unit of farmland, equivalent to 1/15 of a hectare. In China, Yimutian is also the name of the country’s most popular agricultural B2B e-commerce platform, with nearly 2.3m active users to date.Founded in 2011, Yimutian was among the pioneer batch of farming e-commerce marketplaces in China that connected farmers directly with buyers, allowing them to bypass the many middlemen in China’s traditionally long food supply chain. The startup says more than 20m sellers and buyers have used its app to date. According to a 2019 agricultural e-com...
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