The quality and safety issues of product have received widespread attention in the fresh agricultural supply chain (FASC). Blockchain technology (BT) provides a new solution for the FASC. In this situation, altruistic behavior also plays an important role. The study incorporates blockchain technology and altruistic preference of supply chain members into a FASC consisting of a supplier and a powerful retailer. The study analyses the optimal strategies of FASC members under the basic scenarios without and with BT and two scenarios based on blockchain system that is the unilateral altruisitc preference of the retailer and the supplier. The study finds that the adoption of BT is related to the cost of building a blockchain platform. Furthermore, the supplier’s altruisitic preference can increase the profit of the retailer and the supplier under certain conditions. The retailer’s altruistic preference can increase the profit of the supplier but reduces himself profit and we design a revenue sharing contract to coordinate the FASC.