Exploration of Industry Development and Origin Certification of Lugu Dongding Wulong Tea Bang-Kuen Liang* Abstract Origin certification is one of the

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1 29 56 Journal of Taiwan Land Research Vol. 17, No.2 pp. 29~56 * 摘要 *TEL: (04) lbk3088@ms46.hinet.net H

2 Exploration of Industry Development and Origin Certification of Lugu Dongding Wulong Tea Bang-Kuen Liang* Abstract Origin certification is one of the important policies of Local Agro-food in Taiwan. The first tea awarded origin certification is Lugu Dongding Wulong tea. This study explores the development and the certification of tea industry in Lugu through place embeddedness and alternative agro-food networks (AAFNs) perspectives. The research has 3 conclusions. Firstly, tea quality is embedded by local natural condition (climate and soil) and tea-making skills. but the enable of place embeddedness could become constrains from external social construction rather than from the local. Secondly, Face-toface social relation construction in alternative agro-food networks exists in complimentary drink tea culture between local farmers and tea dealers or external tea dealers and external consumers, instead of the pure connection between producers and consumers. Finally, Lugu tea industry and origin certification was impacted by mountain tea, but the local reputation construction of tea competition, held by Lugu farmers association, supplements local reputation of origin certification and firms the flavor of consumers. Keywords: Alternative agro-food networks (AAFNs), Place embeddedness, origin certification * Professor, Department of Regional and Social Development, National Taichung University. 30

3 Brunori 2007 Neumann food shed Feugan 2007 alternative agro-food supply chains post-productivistembeddedness Higgins et al., 2008 Ilbery et al., WTO 2002 WTOTRIPs uniformity continuous flow 2 GIs

4 agro-foodembeddedness alternative agro-food networks, AAFNs Jackson, Ward, Russell, 2009 Feagan et al Ilbery and Maye, 2005 social embeddednessplace-orientated Hinrichs, 2000 Hinrichs, 2003 enables constrainshendrickson and Heffernan, 2002; Barham, 2003; Feagan,

5 Barham 2003 AOC appellation d origin control ee WTO geographical indication Higgins et al., 2008Jackson et al Jarson 2008 Buller and Morris, 2004 Marsden et al. 2000Renting et al Higgins et al face-to-face proximateextended 1. 面對面另類農業食物網絡 authenticity 2. 近鄰另類農業食物網絡 5 Marsden et al., 2000Renting et al., 2003 Higgins et al., 2008 short food supply chains alternative agro-food networks 33

6 3. 延長另類農業食物網絡 / Parrott et al., protected designation of origin, PDO peotected geographical indication, PGITraditional Speciality guaranteed, TSGTovar, et al Mutersbaugh, 2005 Suh and Macpherson, Higgins et al Higgins, et al., 2008 Tregear et al., 2007 Feagan, 2007 Hall and Mogyordoy, 2001 Pirog et al.,

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22 15648% % % % 6~10% % 5% 6837%76.1% 10% % % % % % % % % 1/3 5 A B C D E F % % 14 20% % % % 6 7.7% 2 2.6% 2 2.9% 0 0% 10 4% 1 2.9% % % 14 20% % % % 32 41% % % % % % % % 14 20% 1 4.2% % % % % % % % % 50

23 5 A B C D E F % % 15 20% % % % 8 9.3% 2 2.8% 4 5.3% % % 2 5.3% 3 3.5% 0 0% 1 1.3% 0 0% 4 1.6% 0 0% 6 7% 7 9.7% 5 6.7% 0 0% 18 7% 3 7.9% % 7 9.7% % 1 4.2% % % % % % % % % 1 1.2% 1 1.4% 2 2.7% 2 8.4% 6 2.3% 1 2.6% 8 9.3% % 9 12% % % % % % % % % % % % % % % % % % % % % % 2 2.1% 1 1% 3 3.6% 0 0% 6 2% 0 0% % % % % % % % % % 10 37% % % % % % 10 37% % % % % % 2 7.5% % % % % % % 71 24% % 3 3.1% 1 1.1% 2 2.5% 1 3.7% 7 2.4% 1 1.9% % % % % % % 38 33% % % % % % % % % % % 5 9.8% % % % % % % 9 7.9% 7 5.8% % % % % 23 20% 9 7.4% % 0 0% % % 2 1.7% 0 0% 3 2.8% 1 2.8% 6 1.6% 0 0% % % % % % % 51

24 5 A B C D E F % % % % % 8 19% % % % 3 9% % 2 4.8% 4 4.1% 1 1% 9 9.5% % % 3 7.1% % % % % % % % 6 6% 6 6.3% % % 4 9.5% 5 5.1% 5 5% 3 3.1% 1 3% % 1 2.4% % % % % % % % % % % % % % % % % % % % % % % % % 5% % % % % 68 37% % 6~10% % % 20 37% % % % 11~15% 1 1.9% 1 1.5% 5 9.3% 0 0% 7 3.8% 2 6.5% 16~20% 3 5.7% % 7 13% 1 7.7% % 2 6.5% 21% 3 5.7% 5 7.8% 4 7.4% % % 3 9.6% % % % % % % E=A+B+C+D

25 30% 70% 55.4% 54.1% 77.6% Hendrickson and Heffernan,

26 A Barham, E., 2003, Translating Terroir: the Global Challenge of French AOC Labeling, Journal of Rural Studies, 19, pp Brunori, G., 2007, Local Food and Alternative Food Networks: a Communication Perspective, Anthropology of Food, S2. html#entries Buller, H. and C. Morris, 2004, Growing Goods: the Market, the State and Sustainable Food Production, Environment and Planning A, 36, pp

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untitled * ** IPA 留不不了浪 ()(agricultural localization) 不類類 /(Alternative Agro-Food Networks, AAFNs)AAFNs 聯離 (Goodman, 2004; 梁 2008; Higgins et al., 2008)(Short Food Supply Chains, SFSCs)(farmers market) 路