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To upgrade the quality image of sweet potato, and to elaborate the competitiveness of good quality, the sweet potato industry has to present with a new approach. Branding and packaging are the marketing tools to increase the added value. For consumers or buyers, good branding represents good quality, service, and reliability, whereas fine packaging is key to attracting consumers. Good branding and fine packaging are even more important to compete with others in the world market when it comes to farming products. |
Sophisticated packaging is key to attracting consumers.
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Brand image and package design directly enhance sales.
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To build good image, the people in the industry can cooperate with farmer’s associations to implement 「improving brand image and packaging plan」. They can also give sweet potato a brand new look by hiring professional designers. Maybe they will encounter difficulties during the implementation, however the result will be superb. New branding and packaging will increase the sales of the sweet potato. |
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Take Xi-Hu Xiang's sweet potato for example. In June, 1995, farmers' association registered brand in BSMI for the purpose of ensuring quality and developing marketing network. In 2001, sweet potato processing manufactory, produced some by-products such as fried sweet potato, sweet potato rolls, sweet potato cookies, sweet potato vegetable pack, The most famous processed product is 「Iced sweet potato」. It is delicious and has added value to sweet potato. Even more, it is a good example of innovative cultural industry. Branding is indeed helpful to sales. |
Xi-Hu's iced sweet potato.
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Quality certification demonstrates the attempts of the government to develop the ever-lasting agricultural industry.
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Logistics, product design, promotional activities in foreign exhibitions were highlighted by the government to integrate whole segments such as CIS. The government started it, and the farmers and farmers' associations did the rest. The dynamic and fresh design makes people find the farming products fresh and new. The demand of farming products and processed food is increasing each year. Besides branding and packaging, it is necessary to adjust the whole farming structure to jump out of tradition. By brand improvement, quality certification, and marketing by branding, Taiwan's farming industry can demonstrate a new way and deliver the government’s attempts to develop farming industry forever to ensure farmers' benefits. |
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