Agricultural Industry Chain in the Promotion of Food and Agricultural Education

HUANG, LENG-HUNG（China Productivity Center Agriculture Management Department）

Introduction

The Food and Agricultural Education Act was enacted in 2022. The promotion of food and agricultural education in Taiwan initially drew inspiration from the Shokuiku (food education) model in Japan. The initiative began in schools and local organizations, to gradually establish a systematic approach to the food and agricultural education, which has helped bridge the gap between consumers and food production sites, enabling people to gain a deeper understanding of local crops and their connection to daily diets. Now the effort has gained a foothold, and the next challenge is to further expand the audience and scope of food and agricultural education, to develop a well-rounded consumer knowledge framework, achieve widespread public participation, and ultimately promote the sustainable development of Taiwan’s agricultural industry.

To enlarge the scope of the audience, expanding the food and agricultural education into the business sectors, particularly industries within the agricultural supply chain, such as retail, food processing, and foodservice, is certainly an important move to take. These industries not only maintain frequent interactions with consumers but also have strong connections to agriculture. With sustainability as a key focus, the food and agricultural education can serve to effectively enhance continuous consumer communication and also meet with consumer demands and dietary trends, making it a highly relevant and valuable initiative.

Consumer Communication

Article 3 of the Food and Agricultural Education Act clearly defines Food and Agricultural Education as: "the educational methods employed to cultivate the understanding of basic agricultural production; processing of agricultural products; eco-friendly farming; humane breeding, nurturing, and livestock management; animal welfare; food selection; cooking and food preparation skills; and food waste management. FAE also aims to strengthen the connections between diet, the environment, and agriculture, encouraging citizens to focus on personal health and the sustainable development of agricultural and fishing communities, agriculture, and the environment, and to take appropriate actions."

This definition highlights that food and agricultural education is essentially a communication process—it conveys agricultural knowledge to consumers, helping them internalize these values and ultimately take action.

For businesses, food and agricultural education means consumer communication achieved though marketing activities that promote both products and values. In the book Consumer Behavior: Life and Marketing” by Kong-Fah Cheng, marketing is divided into three stages: production-oriented marketing, sales-oriented marketing, and social marketing. The social marketing concept emphasizes that businesses must not only meet customer needs and generate profits but also consider long-term societal and environmental benefits. This shift underscores that marketing is not just about selling products—it is about communication of values.

In the digital era where information spreads rapidly, traditional marketing methods are fading out. Content marketing, which focuses on sharing content and values, has become the primary means of consumer communication. According to What Is Content Marketing? posted on the website of Content Marketing Institute, content marketing is centered on creating and distributing valuable information to motivate consumer action.

Similarly, in The Power of Content by Jun Munakata, it is stated that content marketing helps businesses build engagement with consumers and enhance brand loyalty. The core of content marketing is not about product selling, but rather about establishing credibility and trust through knowledge-sharing, ultimately strengthening consumer loyalty to a brand.

The approach advocated by the Food and Agricultural education Act aligns closely with content marketing principles. By disseminating agricultural knowledge and inspiring consumers to support local agricultural products, the food and agricultural education effectively drives action. For businesses within the agricultural supply chain, leveraging food and agricultural education not only aligns with the spirit of social marketing but also helps convey deeper values, build brand image, enhance consumer loyalty, and achieve the content marketing objectives.

Consumer Demand and Dietary Trends

The Future Consumer Index 2024, published by Ernst & Young, highlights that sustainability has become a key factor in consumer decision-making. Additionally, Mike I. Chang, Executive Vice President of Deloitte Taiwan, noted that both consumers and investors are placing increasing emphasis on health, safety, environmental protection, and human rights. Conscious consumerism has become a notable trend, with buyers no longer solely focusing on price-to-performance ratios but also considering the social and environmental impact of enterprises and their products.

According to Top Food Trends 2024 on the website of Innova Market Insights, consumer concerns of food ingredient sources are steadily increasing. Around one-third of consumers carefully examine ingredient lists to understand product composition. Many brands now feature transparent labeling of ingredients and sources on packaging. Additionally, consumers are more inclined to purchase locally sourced foods, often blending them with global flavors. Other key purchasing factors include corporate commitment to sustainability, animal welfare, and environmental responsibility.

Given current consumer demands and dietary trends, enterprises, aside from selling products, must consider issues of raw material sourcing and environmental sustainability. Article 12 of the Food and Agricultural education Act mandates the development, production, and sale of local food products, encourages clear labeling of origins, and promotes local consumption and food waste reduction. These legal requirements align closely with modern consumer expectations and dietary trends.

Furthermore, the Ministry of Agriculture’s Food and Agricultural Education Framework consists of three dimensions and six key areas. The three dimensions are agricultural production and environment, dietary health and consumption, and dietary lifestyle and culture. These are entry points for enterprises to integrate sustainability and food education into their market operations. By doing so, enterprises can enhance the consumer experience while demonstrating their commitment to environmental sustainability and animal welfare.

Conclusion

Considering the above discussion on consumer communication, consumer demand, and dietary trends, integrating food and agricultural education into business strategies within the agricultural supply chain is undoubtedly a viable approach. By utilizing diverse methods such as product design, event planning, and store design, enterprises can convey valuable information that resonates with modern conscious consumerism trends. Moreover, leveraging content marketing helps build a strong brand identity and deeper consumer engagement.

In the pursuit of sustainable business practices, effective communication of these values fosters trust between enterprises and consumers, shaping consumer values. Ultimately, this approach supports the broader goal of nationwide food and agricultural education, driving society toward a more sustainable and responsible food system.