1) About the Founder

Mr. Che-hao Lin, the founder of Red on Tree, graduated from Taiwan’s best university and just entered his thirties. As he enjoys a high profile in his profession, his story of launching a brand has been covered in many media. Before the interview, we have tasted the delicious jams made by Red on Tree and known about this entrepreneur through the coverage. We are so impressed by this brand and its founder, and feel highly honored to know him at first hand.

Mr. Lin told us he was born and went to school in Taipei. Since his family has lived in suburban area and his grandparents live outside of the city, he has kept a sense of familiarity with the land. Meanwhile, his parents adopted an open attitude toward children, giving him freedom to explore his own interest. That is why he had a very happy childhood even under the academic pressure.

Mr. Lin said he liked video games when he was a boy, like other boys did. Only that he was more positive in learning computer skills and acquiring knowledge about the Internet. When he was a student in junior high school, he began to try online auctions with second-hand items and started to save money from these deals. Then he came to realize over years, he might have saved a certain amount of capital for his future business. In other words, he had an idea for entrepreneurship since junior high school days.

His high score at the nationwide college examination sent him into the best college in Taiwan, where he chose the Department of Horticulture to study. He planned to be an expert in landscape design and hoped to work with his elder sister, an interior designer, in the future. He did get good enough grades in landscape architecture yet he got acquainted with farm produce in the Department of Horticulture and was thrilled to know about many farms and orchards as well as good-quality farm produce in Taiwan. He gradually got to realize the progresses and predicament of Taiwan’s agriculture and considered his future path which might be profession-oriented and can make contributions to society.

(Provided by Red on Tree)

In college, he got to know many enthusiastic young people who cared about Taiwan and shared his passion and ideas with them. Mr. Lin thought about starting a business that improves local people’s wellbeing. Since he took a great interest in food and cuisine, and has cared about the farmers on the island for years, he thought that fruit business might be a good option. When he was a junior, he decided to engage in local fruit and food industry and recruited young talents for cooperation. They gathered TWD two millions and took a start in this field.

2) Brand Philosophy

Since the onset of the business, Red on Tree has targeted at processed fruit products. These young people wanted to make jams and to keep the good flavor of Taiwan’s fruit. Moreover, they wanted to increase the values of Taiwan‘s fruit.

The Origin of the Brand Name:

“Red on Tree” is a Taiwanese phrase, which means that farmers wait patiently for the fruits to redden before they collect them. At that time, the flavor and fragrance of the fruit reaches its best state. It is a pity that this period is so short that such ripe fruits cannot be transported to other towns for people there to enjoy. Such naturally ripe fruits, unlike artificial ripening fruits or any accelerated ripening fruits, keep natural flavors. This is Red on Tree’s core concept.

Hence Mr. Lin chose this name to tell the world that the jams of the brand are made from in-season, fresh fruits that are toxin-free, non-additives nor chemicals. They only use pectin (from the fruits itself) and a little natural extracts to keep the form and preserve the fragrance of the fruits.

Good Products that are made from good origin.		A banner that reads “Paying a tribute to our land” in Red on Tree headquarter.

The Spirit of the Brand:

“Red on Tree,” a special brand that is known for its spirit as follows:
Local—the fruits garnered by local farmers are from environment-friendly and fair trade farms.
Natural—Not adding additives or preservatives. 100% fresh and original.
Fresh—They choose only in-season fruits for making jams.
Health—They are dedicated to toxin-free food business, and only cooperate with farmers who insist in toxin-free farming. Consumers may taste good-quality and healthful fruit products in Red on Tree.
Yummy—They seek true flavors of the food, and are working on a new blend of natural flavors. This will represent the new spirit of MIT products.

Red on Tree insists on local caring, which, in our opinion, comprises of four factors: good origin (identification with Taiwan’s land), professional farmers (the upper end of this business), knacks (persisting perfection and professional in fruit processed procedures), and good products (made from meeting strict requirements).