My read/opinion regarding all the digitization:
Post# of 3400
They plan to leverage blockchain to provide traceability within their supply chain - whether that be for better yields, food safety, or consumer confidence. The government regulators in China will be all over it... and making it simple will enable poor farmers in under-developed regions to participate.
Training and media publicity will be generated by the TV production subsidiary.
They've established processing, brands, packaging, and distribution (including restaurants).
Then it will all feed into their marketplace - whether that be for domestic consumption or export.
It's getting little pigs to market in a digital age while providing opportunities for growth in rural areas.