Organic Product Marketing and Farmers' Market in Taiwan

臺灣地區有機農產品行銷與農夫市集

董時叡(Shih-Jui Tung)

《臺中區農業改良場特刊》 113號 (2012/10) Pp. 73-83

https://doi.org/10.29563/ZHWHGX.201210.0003

摘要

當前臺灣有機農民多以多元化的方式行銷其產品，農產品通路一般可區分為直接與間接通路，間接通路多透過中間商、食材宅配公司、超市、有機專賣店、餐廳和消費合作社組織等；直接通路則主要為農民自行接單宅配、在農場直接銷售、參加展售會、傳統市場或店家代售、透過網路銷售與近年興起的農夫市集等。但在過去多數生產者都經驗過在間接通路交易過程中，出貨價格太低、貨款取得不順利和消費者對有機農產品信任不足的問題，因此使得直銷通路，尤其是農夫市集的經營方式，獲得更多的注目。臺灣地區的農夫市集目前已發展到將近30家，多數都以銷售有機或環境友善產品為主，管理單位和經營方式相當多元。整體而言，農夫市集的發展在不同階段中都會歷經目標確立、農場招募、人力配置、行銷宣傳、規範制定、經營領導權屬、經費管理、消費者服務、農民教育及自治參與等的過程考驗，也讓市集在各階段呈現不同的問題。其中市場區隔和產品定位、營運前訓練、產品檢測公信力、經費自立、進退場機制和民主管理制度的建立，是目前臺灣農夫市集發展面對的主要問題。對參與市集的生產者而言，除了合理的銷售利潤，以及曝光率增加所帶來的外部訂單等經濟效益，經由直接面對消費者及其他生產者所產生的社會鑲嵌，更具有建立信任關係、累積產銷知識等社會效益。長期而言，支持小農制度、建立在地食物網絡、厚植有機或生態農耕方法和社區永續發展，才是農夫市集發展的真正永續效益。當前要務，應建立一個由產官學界專業人士組成的整合性委員會或組織，除了監督現有市集之運作和提供諮詢，也負責規劃臺灣各地農夫市集未來的發展和合作。

並列摘要

Channel diversity is a marketing feature of Taiwan organic farmers by selling their products via both direct and indirect markets. By far, various distributors, food delivery corporations, supermarkets, specialty shops, and cooperatives are the primary channels for organic food. Typical direct marketing channel includes home delivery, farm shops, agricultural fairs, traditional markets, web-based shops, and the emerging farmers' markets. In the past, perceived low wholesale price and frequently deferred payment from dealers is common experience for organic farmers' in selling their products through indirect marketing channels which to great extent brought about the rise of farmer's market. It is reported that around 30 farmers' markets, with a variety of organizers and management modes, have been established throughout Taiwan. Organically grown or environmentally friendly grown products are stressed in most of the current farmers' markets. Ten of them even proclaim only to sell organically certified products. In terms of the development of a farmers' market, decisions of goal setting, farm recruitment, labor allocation, marketing, regulations draw-up, leadership confirmation, financing, consumer service provision, stakeholder training, and democratic participation are the major dilemmas for all managers and might generate various problems across different stages. Among the challenges, location selection, financial self-reliance and participant recruitment might be the first issues to face. In addition, market segmentation, product positioning, pre-service training, pesticide residual detection, lay-off regulation, and democratic operation system are frequently encountered problems. It is found that the main benefits of producers' participation in the organic farmers market was not only monetary rewards brought by sales and extra media exposures, but also the social benefits through interconnection to general consumers and other stakeholders through social embeddedness. In addition to the establishment of trust and friendship during the transaction and conversation in the farmers' market, tacit knowledge and practical skills was circulated in the interactive process which contributes more than economic benefits. Moreover, consumers' agricultural literacy is also strengthened. In the long run, to support small-scale farming system, set up local agro-food network, and encourage organic or ecological farming and a sustainable community are the final goals of a farmers' market. In future, a third-party committee or organization comprises various experts is necessarily to form to monitor and advise the operation, cooperation of existing famers' markets throughout Taiwan.