THE Happy Family Food Market Chain, the first high-quality fresh market in China, will open in Laoshan District in an effort to control soaring food prices and upgrade traditional fresh markets.

    In a clean, organized environment where buyers can swipe their bank cards, the fresh market promises prices 10 to 30 percent cheaper than in supermarkets.

    The market will encourage farmers and food processors to set up their own stalls so that farm produce reaches consumers directly.

    “The market will also apply advanced management methods in marketing, branding, quality control, and promotion,” said Li Sheng, president of the Happy Family Food Market Chain.

    “Our market will provide regular training for stall owners,” Li said.

    “The new business model is an improvement,” said an official of the city’s commerce bureau.

    “An integrated supply chain will help to keep food prices stable,” he said.(Chen Ting, Wang Yu)