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Golden Cereal Supermarket Management Co., LTD is a limited liability company, registered in the State Administration of Industry and Commerce with RMB 0.78 billion Yuan. It was founded in June of 2006, in accordance with the Reply of National Planning Committee on Golden Cereal Serving Agriculture Project. Golden Cereal, in the form of uniform brand and chain supermarket, is the first cross-region, cross-section, and cross-ownership company of large-scale in China, established by means of share system and franchising and with the right to export. It is also the only supermarket-chain enterprise to be engaged in agriculture materials and production. The main business includes two types: one is the supermarket operation of agriculture production materials, such as fertilizer, pesticide, farming membrane, seed, feed, and agriculture machine; the other is the chain distribution of agriculture byproducts, such as vegetable, fruit, grain, meat and aquatic products. Taking serving the 1 billion farmers as its duty, the company aims to establish China’s largest retail network of agriculture materials and agriculture products and to lead in China’s circulation field of agriculture.
Golden Cereal has gained great supports from the government of the places where it develops its business. Golden Cereal Serving Agriculture Project was the only demonstrative project, recorded in the National Planning Committee and promised by the government to promote over the whole country. Golden Cereal provides farmers with high-quality and low-cost agriculture production materials by way of chain supermarkets, thus providing them with various free services, such as soil test and fertilization, plant diseases prevention and cure, scientific framing and so on. In the second half year of 2001, it introduced another project—Project of Golden Cereal Green Food Circulation Prospering Agriculture, which has gained supports from the government of Henan, Hebei etc. Taking the chain distributing center of agriculture products as its carrier, this project aims to solve the problem of agriculture product increment and lead farmers to the well-off society. Complementary to each other, the two foregoing projects combines the two industry chains of Golden Cereal and builds another bran-new one, a total solution to Chinese farmers.
Golden Cereal has taken an important role in serving agriculture and is regarded by farmers as “Wal-Mart in countryside”. As the new force in the circulation field of rural areas, Golden Cereal has established 10 regular chain supermarkets of town-grade, and 20 franchising stores of town-grade in 8 provinces, such as Shandong, Hebei, Henan and so on, with more than 3 billion Yuan retail ability.
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