Fresh Hema, a food retailer of Alibaba Group, is under investigation by Jing'an market watchdog after an employee was found replacing old labels on food with new ones showing a later production date.

Market inspectors in Jing'an, where the store is located, started yesterday to check labels in stores. Supervision will be enhanced on food safety in the district's supermarkets.

Law enforcers visited the Fresh Hema store after a shopper named Fang filed a report.

Fang told Shanghai TV that he saw an employee at the store ripping labels off carrots which showed production dates of November 9, 10 and 11 and sticking on new ones dated November 15.

The store manager has admitted that the events occurred as described.

Shanghai TV also reported that the company offered Fang 1,000 yuan (US$144) cash bribe to withdraw his complaint, but was turned down.

Fresh Hema issued a statement of apology on Sunday and said it was "ashamed" of the incident. The employee concerned was fired but will be reemployed because the fault lies with the store's management.

The company will check all its stores in China and put stricter rules in place.

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