Abstract: Abstract: The rice produced in the northeast of China is well sold in the world because of its excellent quality. High-quality rice produced in some areas makes high brand value. For the reason that the shoddy rice phenomenon is increasing seriously, solutions should be proposed to solve the problem. Most of the existing traceability systems of agro-products in China are mainly designed and implemented by the manufacturing enterprises, which make both the organization providing traceability service and the manufacturing enterprises are community of interest, and the traceability results are difficult to meet the consumers' needs. To achieve the quality and safety of agricultural products, the existing agricultural product traceability mechanism and implementation were analyzed, and a new third-party traceability system was proposed in this paper. Under the supervision and guidance by the government, the third-party traceability system provided the traceability data to the consumer safely and reliably, as rice samples were tested by the independent authoritative testing agency . B/S architecture were used in the third-party traceability platform system,and MySQL, J2EE (Java 2 Platform Enterprise Edition) and other technical means were used for the database construction. By connecting with the WeChat public number, the QR code of the product information is processed with safety technology in order to provide the consumers with traceability services. At the same time, the anti-counterfeiting problem of the QR code on the traceability platform was studied, and the new platform succeeded in the simulation running. The platform has been used by two enterprises to achieve the full traceability of the high-quality agricultural products. The results showed that the price of rice sale was increased by 20%, which was caused by the cost of the third-party traceability mode, but it was accepted by the consumers, and the total rice sale had been increased by 20%, which had achieved the benefit growth of the enterprises. The results showed that the traceability results using the third-party traceability platform designed in this paper make the consumers’ approval, and the third-party traceability platform provides an effective means for the traceability of high-quality agricultural products.