市场化小农因缺乏谈判能力陷入了“增产不增收,优质不优价”的泥淖,传统经济的“经世济用”“公道、义利、民本”等特性已遭变异。以“尊道贵德、和合生态”为宗旨成立的弘农书院,希望在乡土文化道德重建、生态型农民合作、中医养生保健等方面有所作为,形成生产者与消费者互信的“道义流通”机制。生产者明白,生产过程是采用生态技术对环境、消费者负责的过程;消费者则以走访、与生产者互通信息等方式,了解农产品的真实生产过 Because of the lack of negotiation power, market-oriented small-scale peasants have fallen into the trap of “increasing production without increasing income and high quality with no good prices”. The traditional economy has its own characteristics such as economy, justice and people, variation. The “Hong Nong College” established for the purpose of “respecting the morality and harmony” aims to make a difference in the moral and cultural reconstruction of local cultures, the cooperation of ecological peasants, and the health care of traditional Chinese medicine and form the basis for the mutual trust between producers and consumers. “Moral flow” mechanism. The producers understand that the production process is the process of using ecological technology to the environment and the consumers and the consumers know the real production of the agricultural products by means of visits and information exchange with the producers