Old name Zhang Dexing, 63 years old, lives in Yuhang, bin Qian Zhen Tiao XI Cun. Four years ago, when he returned to the field for more than 40 years of woodworking, part of rural human settlement environment research center of Zhejiang University in agricultural practice and its urban and rural cooperatives. Today, he has more than hundred micro-letter groups, supply to the 20 or so families three times a week cuisine, the average monthly income of more than 5000 Yuan.

Agricultural practice called "Mei cooperative." Farmers ' income-oriented and practice connecting with old farmers, represented, and the other end connects Ponte Professor of consumer, focus on resolving contradiction between supply and demand of quality agricultural products, wanted to build a new urban-rural relationship. 4 acres neighborhood of "universe"

Separated by a cement road, two pieces of Tin, plus three greenhouses, 4 acres more area, the old "big universe". The hot dog days coming, old and worked a while back already sweaty. Old dish is made of sheep manure, uphold the principles of nature, in his vegetable garden, except the vegetables of the season.

"Busy digging these days, this one to plant maize, cowpea, late July is about to grow potatoes, followed by garlic and vegetables......" he stood on the ridge to sing a song, "song of the four seasons". Operation years old have their own experience, "not only with my tomato fertilizer, also put some vegetable pie, so kind of good tomato sweetness, very shiny. ”

All this to say. In April 2012, the old Chang is a young man at the door, and asked the village to have land for rent. In Exchange, Zhang learned that the young man wanted by organically, without pesticides, natural farming mode to try farming. This young man named Qian Zhenlan. That year, Qian Zhenlan and his doctoral study on rural human settlements and Zhejiang University Professor Wang Zhu, Director of the Centre is exploring practice "Tiffany" mode.

In the eyes of wangzhu, without "human", and exquisite architectural design of rural, there is no the meaning of existence. What should I do to change farmers ' living situation? Wangzhu the answer is two words: industry. Found most benign of cell, building up village revival, and City Community agricultural, and and urban and rural integration of organic ecological system--this also is Tiffany cooperatives birth of original: to real of market conditions as background, "Tiffany" provides has two species framework, to old Zhang for representative of mode a, take 1 a farmers docking n households public family of mode, to farmers for Center, formed a dish friends unit.

"The basic characteristics of this model is a farming area of 15 acres, to farm families or individual farming, emphasis on intensive and high quality agricultural products, while peasant farmers a higher income. "Qian Zhenlan added that another model b, was" zhe Mei cooperative "micro-its the other items in the online public. For example, from Red Fuji Apple in luochuan, Shanxi Yulin of Shaanxi millet ... ... Different from the old distribution limited, mode b item radiated throughout the country, linking farmers are also not limited to local.

"We hope the two modes becomes in the future scale of organic farming supplements. "Qian Zhenlan explained, is based on two basic cooperation unit, organic copy of practice team hopes that these units, eventually building up a broken status quo of rural economy, farmers can again rely on their own land, obtain long-term steady increase beauty products are" Spike "

April 2014, "Tiffany" officially launched the trial operation, the old "orders" career has opened up. At 5 o'clock in the morning every day, Zhang got up to go to the fields to work. "Inspection" in a circle, he measured well the next day to pick vegetable varieties and quantities to send a message to Qian Zhenlan letter. "Money, today's menu: spinach 8 pounds amaranth 3 Malabar spinach 5 pounds cherry tomatoes 4 pounds ... ... I counted, including bamboo shoots, duck eggs, this ' new ' variety has 20. ”

"New" behind the scenes, by Tiffany the Zhejiang University team of cooperatives. Each Tuesday, and Thursday, and Sunday noon 11:30, old Zhang of dish will on time in "zheda Tiffany cooperatives" of micro-letter public, in online, because number limited, some sold have pretty of varieties to by "Rob" of, even also will was "seconds killed"--since 17 age learn has woodworking, old Zhang never wants to had, himself species of dish will so by welcomes.

Old user group, is from Zhejiang University Alumni circle slowly grow. Pu is a professor in the Department of architecture of Qian Zhenlan seniors, from the most beautiful agricultural practices began, he joined the experienced crowd. "Three times a week to get some dishes really do not get, but select varieties to ensure a certain amount. "Pu said, since I have children at home, he began to pay special attention to food safety issues. Is to rely on the "acquaintances" spread of old vegetables from Zhejiang University, and the teachers and classmates, alumni groups, spread or "infected" into some architecture circles. "I also take the children to the old vegetable plots, the Group also organized all went to the old House to taste the farm house. "Pu said, is based on the relationship of trust, and eat old food, have a sense of security.

In Zhejiang, people will be less of, apart from the modernization of agriculture, large-scale way, are there any other models are available? Through two years of practice, outline of the model a gradually clearer: agriculture can also "small is beautiful". Second half of the year, "little beauty mode" will open the second phase of the depth of practice: recently, the practice group intends to copy the first 10 per cent of the basic unit. "Every mature one, we will help the farmers dock his exclusive community ensure that each base unit can stand alone. "Wangzhu," said Tiffany "practice, first of all to make sure each farmer can" play around ", but also must be able to achieve the purpose of farmers. "Mei" to be solved is how willing farmers and consumer demand groups for effective joint problems. Wangzhu racing, first in the West a few consumption is relatively concentrated customer base, try farmer butt, in community. "As Lao Zhang is currently the case, more than 10 distribution points are relatively dispersed, can form a relatively precise docking between farmers and communities, construction of basic unit and organic replication process will become clearer. "He said. Look forward to more "old"

"Grab the dish" 8:30, stop any time. On this day, old eyeing time turn on the computer, expertly printed out to pick the user orders the next day. In accordance with the order, each Monday, at 6 o'clock in the morning, the old couple personally picking in the fields. Dishes will use environmentally-friendly bags at every house, accompanied by a hand-written note, mark the user's nickname, vegetable species number and distribution of the information. Separated by two or three minutes, a small supermarket in the village of Summit design route, old users around the delivery of food to each distribution point--just 3 hours west of the "foodie" who will be able to enjoy the fresh vegetables from the fields sent to, delivery route near the top, there is plenty of time to make a fresh and healthy lunch.

Regardless of variety, old piece of each kind of food price is 15 Yuan a kilo, occasionally serving eggs, duck eggs, his pickled bamboo shoots are more expensive. Old food expensive? Is not cheap, but looking through old farming diary, you will see the effort: on July 14, sowing carrots in the fields, sowing celery in greenhouse on July 15, serving, digging, July 16, another piece of the field planting vegetables, cabbage, cauliflower and cabbage ... ... For ensure user select of rich sex, old Zhang at least to while supply 15 a above of vegetables varieties, and to maintained production of balanced, each a a varieties also cannot like scale planting as one-time sowing, but to according to Shang a crop of harvest situation batch regulation, again plus varieties range, this 4 acres to of management difficulty also multiplied increased--annual, old Zhang planting of vegetables varieties down 60 species.

In large-scale, mechanized agriculture become the trend of the moment, the old cumbersome labour seem incongruous. How to promote "little beauty mode" from the complex to the simple? Last May, came to Hangzhou from Beijing because of work, Miss Gao Mei cooperative of a consumer. Miss GAO said Beijing's farmers market was originally formed by the consumer, is now held regularly, gathering more than more than 50 suppliers.

Hangzhou will have in the future of the market? Qian Zhenlan observed by two years, a farmer could supply vegetables and limited amounts, in model a customer base reaches a certain level would not be willing to share, but keep the basic unit at a moderate scale. To break this basic unit of present difficulties, must rely on organized farmer groups established. For example, old village has several farmers to join agricultural practices, planting, management, distribution and other areas to form a stable Division of labour. For a more systematic and in-depth study on this issue, and his doctorate at the Department of architecture, from the "crossover" became "agricultural economic administration post-doctoral research station", a postdoctoral fellow.

"Every step I took to know deep down, ' Tiffany ' will encounter new problems. But if success, middle-aged and older small groups return to old age, young people also have to settle in entrepreneurial space, every Lao Zhang, Xiao Zhang, may become the village revitalization of the emerging power, changed the face of agriculture production, and even the village San Miguel. "Wang Zhu said. Lao Zhang did, perhaps suggesting the future direction of the agriculture and rural. "In fact, old they are ' little beauty models ' real founders. "Qian Zhenlan said. "Tiffany" grow long

Mei cooperative agricultural trend analysis, agriculture has two types: weight and mass-oriented. Former low price, large amount of line quality assurance of the supply of agricultural products, accounting for most of the total market supply, which although low, but with high additional profits, limited quantity, quality and other characteristics, which belongs to the agricultural sector "high-end". Mix two different models of small scale agriculture, agriculture, agriculture will also have four faces.

In this which, "small agricultural + volume type oriented" is now General of farmers, and rice farmers were, "scale agricultural + volume type oriented" may through Enterprise or cooperatives operation, "scale agricultural + quality type oriented" is is now compared popular of Sun commune, Enterprise type of ecological farm, and "Tiffany" go of is fourth species route: "small agricultural + quality type oriented".

In the eyes of Qian Zhenlan, "Tiffany" advantage is that farmers do not need capital, land, technology upgrades, just through the way we do business in the transformation into a new income model. While in wangzhu and Qian Zhenlan scenario, Mei cooperative marketing is ultimately to achieve a dynamic balance: each "old" as the core, vegetable friends form a small docking, positive interaction between urban and rural communities, the most ideal forms, community, Community agricultural connections, a new urban-rural relationship.

In fact, Catherine mode existing prototypes can be considered a "second generation". From April 2012 and Zhang met by April 2014 "little beauty mode" practice officially began, in two years, the team had done a round of exploration. On that occasion, Zhang and two other as Tiffany farmer cooperatives "workers", on 8 acres of ground experiments.

"We found that the employees form, all work close to one of the slowest, won't take care of each other in the field. Only through their own decisions, to cultivate farmers ' fields of responsibility. Meanwhile, farmers also can internalize the cost of quality control, marketing and other areas. For example, old vegetable distribution is acquaintance for help in the village, each payment of labour, more convenient and reliable than outside logistics partner. "Qian Zhenlan said.

From an "old" n "old" mode to explore the issue more. Existing mode, the relative prices for agricultural commodities and market out for two major considerations: removal of price fluctuations, decrease complexity makes a clearer expectations of farmers for their income, can be deep without distractions, not to generate some speculative ideas. But from the old picture, he had to face was robbed of some vegetables, some vegetables sell out, if not over, or to choose a traditional marketing approach.

Since June this year, Tiffany Co old butt was a vegetarian, once a week purchase. According to the old saying, this is the "cuisine" and the traditional sales channels, she helped him "raised the burden of selling vegetables". But in his view, now the price is too expensive, if more people, more land, to explore this model, customer number, scope and costs would decline. More farmers are worried about the same issues of interest: I'm this way to plant, sold it the price, really did you sell? Drop accurate docking cost, consumption, and weave a mature sales network, is "Tiffany" later must confront and solve problems.

Establishment of trust relationships is the most difficult. Through two years of practice, in the old Center of "little beauty mode" actually has built a relatively complete closed loop, which bonds of affection by society, and that subsequent transactions may deepen. But for a foreign customer, how to trust "Lao Zhang" this group, so that the "little beauty mode" with a certain degree of social credibility, also affects the "little beauty mode" output effects: from establishing closed-loop to loop mature, organic copy of next, in fact, is to break down the existing closed-loop structure.

"Tiffany" still have a long road to growth. While docked in fostering urban and rural environments in the process, "Tiffany" pattern is not the end of the existing form, but on this basis, the growth of more meaningful patterns. This process, perhaps more concern than the result.