Matilda Ho, founder of Yimishiji, had spent more than 5 years in food industry doing consulting before she started her own platform. Her insider experience makes her being aware of a lot problems on the food industry chain. The concern about food security and education makes Matilda decide to start a brand new online farmer market.

The biggest difference of Yimishiji is that it is a bridge connects consumers and farmers, the two very ends of food. Every single vegetable or fruit on Yimishiji would have the farmer’s name and address these background information with it, and being strictly tested without any pesticide residues. 

“I’m not sure how many consumers could understand the meaning of Mindful Eating, to explain simply, it’s just like you know about every bite you take, you know where and how the food come from and where they will go. ” Matilda said.