Construct of Alternative Food Quality-A Case Study of Gukeng Coffee
廖哲強(Zhe-Qiang Liao)；蕭崑杉(Kun-Sun Shiao)
另類農食 ； 品質 ； 古坑咖啡 ； alternative food ； quality ； Gukeng coffee
|Volume or Term/Year and Month of Publication||
22期（2017 / 05 / 01）
53 - 76
Alternative food is a newfound topic in contemporary agro-food studies. Its quality is assessed differently from that of the conventional food. Through Gukeng coffee, this study delves into the relevant actors that construct the discourse of ＂quality,＂ as well as the dynamics and struggles involved. It is considered in this study that the quality cannot be defined by any single actor, but to be generated through specific contexts. For instance, Gukeng coffee's quality relies on its ＂localness,＂ and yet each actor may hold their own definition of ＂quality＂ as they try to reach consumers. Advertising agencies, press and media may promote the coffee by telling Gukeng's past stories. The local government may organize festivals and events to acquire the product's monopoly rent. Café owners, farmers, farmers' associations as well as fruit and vegetable co-ops may try to build a relationship with customers by taking pride in their own quality coffee.