Characteristics and suggestions in the marketing strategy of Taiwanese organic food manufacturers

A case study of the SauceCo Co., Ltd

Abstract

This study clarifies the actual conditions of organic food products and business development in food manufacturers to understand the actual conditions of the organic food business in Taiwan. In particular, we examine the case of SauceCo Co., Ltd. Results of the analysis reveal that SauceCo has expanded the organic food category through innovation and marketing. SauceCo’s organic food and management development are not limited to the innovation process. Marketing, especially the opportunity for direct communication such as the NCHU Organic Farmers Market, is also used to develop and improve organic foods.