Study On The Influence Of Cooperative Service On Strawberry Quality Safety

With the rapid development of China's economy and the continuous improvement of people's living standards,consumers have gradually increased requirements for food quality and safety,so as to meet their demands for life quality and health and safety.In other words,people not only have higher demands on the taste and appearance of food in terms of size and shape,but also put forward higher demands on safety.That is to say,meeting both the "high quality" and "high safety" levels of food has a greater market demand and development space.In this paper,these quality and safety indicators are collectively called quality safety.As a result,more and more stores are operating high-quality and safe food,which has indeed alleviated consumers' demand for high-quality and safe food to some extent,but at the same time,it has caused many problems.For example,there is a difference between what consumers expect in terms of taste,appearance,size and shape,and what retailers offer.The root cause of this problem is the lack of uniform industry standards in the food industry,especially in the area of fresh food.Because,the industry standard can reduce or eliminate the information asymmetry problem between producer,circulation enterprise and consumer more effectively.Moreover,the producer can control the product quality and safety level more specifically according to its target market.In particular,it is of great significance to farmers' professional cooperatives.Because,according to its target market,specialized farmer cooperatives carry out more targeted farmer organization service,thus effectively improving product quality and safety.Based on the above considerations,the author took Dandong jiujiu strawberry as an example and firstly constructed a comprehensive evaluation index system of strawberry quality safety including taste,appearance and safety.Secondly,based on the above index system,the influence of cooperative service on strawberry quality safety was analyzed.The data were collected from 107 directors of 107 strawberry cooperatives in Donggang city through in-depth questionnaire and interview.Analytic hierarchy process(AHP)and multiple linear regression model were used.The results showed that :(1)from the perspective of the structure of quality and safety indicators of strawberry products,people paid more attention to appearance indicators,followed by safety indicators,and finally,taste indicators.(2)In terms of the influence of cooperative service on strawberry quality and safety,the prenatal service has the greatest influence on product quality and safety,followed by the production process.The theoretical significance of this study lies in the integration of taste,appearance andsafety and other three indicators system,and the formation of a comprehensive strawberry quality safety index system,and thus enrich the fresh food quality safety evaluation index system in China.The conclusion of this paper has important guiding significance for cooperative management.Specifically,cooperatives should pay more attention to the service and management of prenatal and production links,which is more conducive to the improvement of the overall product quality and safety of cooperatives.