On August 19, the JD Cage-Free Egg Executive Board Meeting was successfully held in Beijing. The meeting was jointly organized by JD’s egg procurement team and IQC, bringing together leading industry players such as Ovodan China, Tiancheng Group, Happy Eggs, Xinde, Yong'ao, Hanwei Group, and Tudama, as well as CIWF, to discuss the development and sales strategy for cage-free eggs in the Chinese market.

The meeting confirmed that each participating brand will designate JD as the core online sales platform for cage-free eggs. All parties committed to pooling resources to promote these high-quality, animal welfare-friendly, and sustainable products to a broader consumer base. With their richer nutritional profile and stricter production standards, cage-free eggs are increasingly favored by high-end consumers, aligning perfectly with JD’s focus on quality living.

Since the release of the JD Cage-Free Egg Access Standard in August 2024, the platform has gathered major domestic cage-free egg brands. This executive board meeting further facilitated consensus on key issues such as product positioning, pricing mechanisms, and marketing strategies, laying a solid foundation for transitioning cage-free eggs from a niche product to a mainstream everyday choice.

As one of the co-organizers, IQC will continue to provide support in standard certification and consumer education, helping to build a trust mechanism and market promotion system. This collaboration not only demonstrates JD’s leadership in corporate social responsibility and sustainable agricultural transformation but also offers Chinese consumers more high-quality and ethically responsible food choices.