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From Place of Production to Dining Table Taiwan Fruits Are Really Great
In modern times man can eat without meat for three days but it will not do without vegetable and fruit for even one day. Both vegetables and fruits are the best when they are just harvested. For farmers, only by completing the sale of vegetables or fruits as soon as possible can ensure their greatest profits. And most consumers would like to buy the most fresh vegetables and fruits conveniently. Now with fresh vegetables and fruits being able to be on a family’s dining table quickly through the agricultural marketing service mechanism, the demand of both producers and consumers has been fully satisfied.
Most farmers in
Pursuing high efficiency and resolving problems related to sale in a short time in order to maintain the freshness of vegetables and fruits are the duty-bound responsibility of Taipei Agricultural Products Marketing Co.
Setting the prices is the marketing company’s second function.
Who exactly is deciding on the prices? “They are actually decided by consumers without their knowing,” noted the general manager. It turns out that consumers decide the prices of vegetables and fruits by the act of consumption. For example, if no consumer buys or eats them, then their prices are zero no matter how high were the production costs. And such vegetables and fruits will be eliminated from the market by consumers. On the contrary, the prices of vegetables and fruits popular among consumers will be raised even if their production costs were quite low.
“The prices of vegetables and fruits, in fact, are the balance point between supply and demand,” explained Chang. “The situation is different from day to day, so we will try to find the balance point almost every day, aiming to sell out all vegetables and fruits purchased for the day. In reality the prices of vegetables and fruits are most unstable in the wholesale market.” The prices for the same amount of vegetables and fruits on Wednesday and Sunday are different because there are fewer consumers in metropolitan
Moreover, weather in
Then how come the prices in place of production and market are different? This has something to do with the size of markets. Farmers will be highly profitable with even the profit of NT$1 per kilogram in a very large market, but a profit of NT$10 per kilogram in a small market is still not enough for them to maintain adequate living.
At present auction is the simplest and most credible way of transacting agricultural products. Traders have attached great importance to the transaction platform of Taipei Agricultural Products Marketing Co. since it adopts the computer bidding system and sets the prices for all transactions through a computer-aided system. Even though the prices in Taipei may not be realized exactly in Kaohsiung, other vegetables and fruits markets and traders throughout the country always pay close attention to agricultural product transaction prices in Taipei.
“The dispute over prices being good or bad is not necessarily the wholesale market’s problem. Agricultural products of the same grade maybe worthless if sent to the wrong place,” said General Manager Chang. Thus, in addition to providing the transaction platform, a wholesale market must assist and guide farmers to not only produce the right agricultural product to meet consumer demand but also sell the right products to the right consumers so as to maximize the value of Taiwan vegetables and fruits.