Farm Direct Co., Ltd.-The satisfying taste of reduced-carbon produce in the locally grown and locally distributed business model(厚生市集-壹菜園股份有限公司)
Farm Direct emphasizes the concept of farm-to-table food consumption through a transparent and fair channel between farmers and consumers. More than 90% of the food items on Farm Direct are purchased directly from independent farmers to promote a new economic movement that benefits farmers, the environment, and consumers.
The founder of Farm Direct, Chang Jung-ji, graduated with a doctoral degree from University of Oxford and took a position in the semiconductor industry as a high-ranking executive flying all over the world to contract orders. However, he retired from the position at the peak of his career and decided to roll up his sleeves and sweat non-stop under the sun, listening to independent farmers telling the stories behind their organically grown produce. Farm Direct is a brand new chapter in Chang’s life.
“In the e-commerce of the produce business, we insist on communicating and transacting with the producer/farmer directly,” said Chang. The business concept of Farm Direct is to safeguard the income of farmers from the threats of large-scale farms and distribution channels. The “purchase first and take orders later” strategy provides consumers with the convenient service and reasonable prices of a brick-and-mortar store and an e-commerce shop combined. Facing low-price competition from large-scale distribution channels, Chang decided to take food safety seriously, incorporate the “green concept” in the purchasing process, and become the communication bridge between consumers and independent farmers, offering eco- produce services.
Compared to the t raditional “ centralized supply chain”, Farm Direct implements a “distributed supply chain” management, allowing local produce and fruit-growers, despite production quantities, to maintain stable prices.
“The advantage of the locally-grown and locally-distributed business model is its transparent traceability,” said Chang. In an age when the general public seeks food safety, the distributor has the responsibility for quality control. Farm Direct performs regular sampling inspections on partnered farmers and requires them to design specific packaging as a part of producer responsibility.
Today, the number of partnering sustainable farmers has increased. Farm Direct is spreading the concept of green production and green consumption through direct contacts with both producers and consumers in the hope that with continuous efforts, everyone can eat safely, healthily, and ethically to make the earth a better place.
