Document Type

Working Paper

Publication Date


Working Paper Number

WP #12028, December 2012


Zhang Guan liang is a Chinese agricultural entrepreneur, who lives in Fuyang, China. In 2009, he founded North Branch River Vegetable Cooperative, with a vision of creating a vegetable production and distribution entity of significant scale. He has successfully launched the venture, with more than 200 farmers producing vegetables for it. Today, he faces significant challenges to further growth; some common to entrepreneurs, others unique to agriculture, and others unique to growing an agricultural venture in China. The case charts Zhang's efforts to increase production capacity, access growth capital, and manage food safety issues. In a larger sense, the case charts the agrifood supply chain struggles that are particularly acute in China today.

JEL Classification


File Format



23 pages

Included in

Economics Commons