"Farmers are handling their own brands in hopes of improving their income. In addition, in today's market where branding is king, once your brand gains consumer acceptance and consumers buy by brand name, you don't have to worry about low-price competition-and only then can the quality of fruit overall be raised," says Professor Wu.
「農民自營品牌，除了希望改善收益外，在現今品牌掛帥的市場，一旦你的品牌獲得消費者肯定、指名購買，就不需害怕對手低價競爭，整體的水果品質也才能慢慢提升，」吳明敏說。