Against the background of the later epidemic era, this paper analyzes the current development situation of China's cold chain logistics market and the pain points of the food cold chain logistics information traceability system, and finds and summarizes the problems of the current China's food cold chain logistics traceability system. Based on the blockchain technology, the construction and research of the food cold chain logistics traceability system can be carried out, and the improvement of the global positioning system of cold chain logistics, intelligent temperature control and the construction of the Internet of Things can be achieved from the three aspects of the setting of participants, so as to better implement the rural cold chain logistics. The research shows that based on the "first kilometer" and "last kilometer" issues under the current rural cold chain logistics background, the combination of cold chain logistics and blockchain technology will bring about the deep integration of models and technologies. Finally, based on the current blockchain technology, the paper puts forward suggestions and management implications for the development of rural cold chain logistics.