What are cost changes for produce implementing traceability systems in China? Evidence from enterprise A

Based on the survey data and information, this paper conducts analysis on the extra cost of traceability systems for agro-product enterprises in China. Calculation on concrete pricing of traceable products is conducted with Enterprise A as an example by using break-even pricing. The price that consumers are willing to pay for 10 traceable products in Enterprise A was measured by collecting 576 valid questionnaires in three cities in China. The benefit–cost ratio, contribution margin ration and profit growth rate are figured before and after implementing the traceability system to illustrate if Enterprise A is profitable after implementing the traceability system. The results show that extra cost incurred by the traceability system of Enterprise A is not high in China; it is not the main reason for the high price of traceable products. Enterprise A increases its operating efficiency and profit growth rate after implementing the traceability system. The pricing of traceable product should consider target consumers’ willingness to pay rather than setting prices blindingly. Government support and education to consumers are important to promote the construction of traceability system at the early stage of establishment of traceability system in China.