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The social intercourse application of agricultural product quality traceability is facing historical opportunities such as the growth of member agriculture, consumption upgrading and grading, rapid development of social media and social services in the current internet era. This research divides the users of social intercourse application of agricultural product quality traceability into producers, consumers and distributors, and points out that the application should have the features of being open and easy to spread, free of charge and easy to access, interesting and attractive, real-time and interactive and for dissemination, it can be carried out through searching and subscribing the producers, recording and forwarding the content, as well as scanning agricultural product traceability QR code. Based on the above-mentioned methods and ideas, the “Nongdu Easy to Trace” Wechat program based on Wechat platform has been developed and has been widely promoted and used in many provinces in China.

Research and Practice of Agricultural Product Quality Traceability Social Intercourse Application