The Trust Game of Traceability and Safety Certification Food Based on the Third-party Regulatory Institution

With the most stringent standards, the most stringent regulation, the most severe punishment, the most serious accountability to ensure consumers' "security on the tip of the tongue", it satisfies the consumer's need for safe agricultural products urgently and highlights the government determination to improve the quality of agricultural products. The attitude of "zero tolerance" to safety of agricultural products is bound to build agricultural information traceability and safety certification dual system. The quality and safety of agricultural products leads to the asymmetric information problems in the end. From the point of view of information economics, by designing trading mechanism between agricultural products consumers and sales enterprise and putting forward the three parties involved trust game model and trust management mechanism under the third party regulatory agency, drawing the conclusion: setting up the third party regulatory agency is the most effective way to improve the traceability of safe agricultural products trading main body trust. Finally, by carrying on the preliminary discussion on how to set up agricultural products traceability information under the market economy and security certification dual system, and providing some theoretical reference suggestions for the third party regulatory agencies and the management of the selling enterprise.