The prospect for cold chain market in the world is getting hot. A projection by research firm MarketsandMarkets pegs the annual growth of the sector at 15.6 per cent in the 2014–2019 period, with developing markets in China, India and Latin America being the driving forces behind the growth. According to the Economic Research Service of the U.S. Agriculture Department, China is the biggest export market for American agricultural goods, valued at US$ 24.6 billion in 2014.
In China, as the preference for green is becoming more prevalent, the cold market sector seems to be complementing the growth of e-commerce, especially because the key component of the cold chain market is food. Fruits and vegetables accounted for 55.2 per cent of goods sold on Chinese e-commerce from January to October 2015, according to Bord Bia. Research firm TechNavio expects the Chinese cold chain market to have a compounded annual growth rate of 24.18 per cent from 2014 to 2019. Green products are believed to be safer for consumption because they are free from toxic ingredients such food additives, pesticides and preservatives.
Opting for green produce is particularly attractive and beneficial to women planning on pregnancy because pre-pregnancy lifestyle modification is the first step to a successful childbearing, especially in the wake of the Chinese government’s abolition of one-child policy. For that reason, it would be ideal if Chinese consumers can buy directly from the sources of green products on e-commerce complemented by cold chain market in the country.
 Ibid., http://www.joc.com