This paper studies the problem of supplier selection mechanism in the supply chain.There are two types of suppliers: suppliers who make freshness-keeping efforts and who do not.Besides, some consumers are fresh-effort sensitive consumers and willing to pay for the freshness-keeping food.It is assumed that there are four kinds of supply strategies: single low cost source, dual channel, single high cost source and high cost mass market strategy.The selection of optimal source strategy in different situations is studied.The results show that, there is a risk of adverse effects with consumers as the strategic goal, but the increase in penalties never have the opposite effect.