In 2015 the COA took several steps to promote the goals that include: (a) raising the market share of traceable agro-products; (b) encouraging “local production, local consumption”; and (c) increasing product differentiation for domestic agro-products. On April 27 we completed and announced the “Directions for Management of the Taiwan Traceability Label.” On July 27 we amended the “Directions for Management of the Safe Agricultural Products (Gi-Am-Pu) Label,” requiring applicants for new or renewed Gi-Am-Pu contracts to participate in Taiwan Agricultural Traceability Label system. Starting in July, in coordination with the Gi-Am-Pu Label System, we began full-scale promotion of a production traceability system for Taiwan agro-products. Priority is being given to the following domestically produced agro-products and processed products:

■  Domestically produced agro-products that are: (i) of high quality, (ii) command a high price, and (iii) are easily imitated by, or confused with, inferior versions of the same product (such as tea, honey, rice, and dried mushrooms).

■  Major export agro-products (such as atemoya, mangoes, and pineapples).

■  Traceable food products as announced by the Ministry of Health and Welfare (such as tea, soybean, millet, and corn).

■  Agro-products sold via farmers’ markets or direct sales stations.

　　The COA has already guided 6025 applicants to successfully apply for the Taiwan Agricultural Traceability Label. Domestically produced fresh agro-products and processed items approved and announced by the COA (including 368 processed products using rice, vegetables, fruit, mushrooms, honey, and tea) that carry these labels are being sold to consumers in supermarkets, hypermarkets, and local farmers’ association supermarkets.

　　Besides proactively guiding agro-product operators to participate in the Taiwan Agricultural Traceability system, the COA is also coordinating other measures with the traceability program. These include:

■  Mechanisms for holding the line on food safety: The government’s agricultural authorities guide farmers in the proper and safe use of agrochemicals. We also conduct pesticide-residue tests, food safety sampling, product description auditing, and on-site inspections. In 2015 there were 2720 tests, with 97% of tested products meeting required standards.

■  Combining the Gi-Am-Pu Label with the Taiwan Agricultural Traceability Label to create “Gi-Am-Pu 2.0”: The COA is guiding applicants for the Gi-Am-Pu Label to also apply to participate in the Taiwan Agricultural Traceability Label system, and to attach both labels to their products.

■  Encouraging all sellers (points of sale) to purchase and sell agro-products that have production traceability codes: The COA has held four explanatory seminars for retailers to try to enhance their recognition and understanding of the Taiwan Agricultural Traceability Label system. We also encourage them to scan the production traceability codes when the products arrive in order to verify the source of the products and minimize food risks.

■  Integrated marketing through various media: We use the electronic billboards at fisherman’s and farmers’ associations, the print media, social media, TV, and radio to inform the public about, and encourage purchasing of, traceable domestic agro-products.

■  Inviting consumers to collaborate in holding the line on food safety: Through Android and iOS mobile Apps provided on the COA's production traceability platform, consumers can also become “inspectors.” Anyone who discovers that a product they have bought is not in compliance with the “Directions for Management of the Taiwan Agricultural Traceability Label” can immediately post a photo through the system as evidence.

■  Policy communication, training, and guidance: The COA has held 157 seminars in major agricultural production areas nationwide to explain the Taiwan Agricultural Traceability Label system and to provide instruction and training on how to operate the system. We have also assisted farmers on-site at their farms to fill out product-traceability application forms. Over 10,000 people have so far been granted the right to use the label.

　　The COA’s overall vision for our production traceability system is a “three-level system of food safety management” involving: (i) self monitoring, (ii) inspection and certification, and (iii) government random-sample testing and investigation. We hope through self-monitoring by agro-product operators, verification of product sourcing by distributors, feedback from consumers, and government oversight and regulation, that together we can promote the effective functioning of Taiwan’s agro-product traceability system and help differentiate these products in the marketplace.