Premier Liu Chao-shiuan commended the council's promotional efforts at a recent Cabinet meeting in which he also asked the Mainland Affairs Council to work with the COA to expand the mainland Chinese market for Taiwanese fruit. "The quality and quantity of Taiwan's agricultural produce are good enough to warrant expansion of the nation's international marketing network," he said.
According to the COA, the council plans to set up service centers in Nantou County's Sun Moon Lake region in central Taiwan and at Taiwan Taoyuan International Airport, where visitors from the mainland can place fruit orders. In addition, the COA said it is focusing on the high-income segment of the mainland Chinese market for fruit sales, and has taken advantage of the Summer Olympics to promote four Taiwanese fruits--guava, mango, pineapple and star fruit--with consumers in Beijing.
COA Minister Chen Wu-hsiung said Taiwan will supply 10 tons of the designated fruits to the Olympic athletes' village and unveil huge posters at 30 subway stations in Beijing to promote the produce. "Taiwan sells about 2,000 tons of fruit to the mainland each year," he said. "We hope to increase fruit exports by 10 percent in 2009 and by at least 20 percent in 2010."
Traditionally, the bulk of Taiwan's fruit is consumed domestically, leaving only a small portion for the outbound market. It is only in recent years that the government has begun promoting fruit exports as a solution to help solve the chronic oversupply problems that plagues the local market.
According to Chen Ruey-long from the Department of International Affairs under the COA, the superior quality of Taiwan's fruit in comparison to mainland Chinese offerings enables retailers to charge higher prices. "The island's fruit, therefore, appeals to consumers who are willing to pay higher prices for fruits with unique flavor," he said.
Write to Tso Lon-di at londi@mail.gio.gov.tw