中经评论：为农民直播卖粮打通信任通道

Core Viewpoint - The rise of farmers live-streaming to sell grain is creating new sales channels, but there are concerns about the quality assurance of the products being sold, necessitating a reliable quality assurance system that combines technology, platform certification, and government oversight [1][4]. Group 1: Trust and Quality Assurance - Farmers live-streaming is fundamentally about building a personal brand and establishing trust through authenticity and expertise in agriculture [2][5]. - Transparency is crucial for consumer trust, with farmers showcasing the entire production process to alleviate concerns about product origins and quality [3][4]. - Continuous engagement with consumers is essential for building trust, as sporadic live-streaming can disrupt emotional connections [4]. Group 2: Technological Integration and Regulatory Support - Implementing blockchain technology for quality traceability can enhance consumer confidence by allowing them to verify the history of the grain [4]. - Live-streaming platforms should enforce strict account verification and develop a credit evaluation system to ensure the credibility of farmers [4]. - Government regulation is necessary to standardize the certification of green, organic, and geographical indication products, further supporting consumer trust [4].