An Exploratory Study on Local Brand Value Development for Outlying Island Agriculture: Local Food System and Actor-Network Theory Perspectives

Due to the sweeping influence of capitalism, most food processing is now done through standardized production workflows in order to quickly replicate and churn out a large quantity of products. This has led to an increasing number of homogenized and delocalized products flooding the market and a disconnection between consumers and local food producers. Penghu outlying island is rich in unique local agricultural products but seriously lacks brand images and channel strategies, as manifested in an unstable demand and supply, a high degree of homogeneity (in products) and the majority of farmers producing and selling their products autonomously. This study applies the local food system and actor-network theory as the basis of theoretical frameworks as well as agricultural practices in Penghu as the research object. We used field investigation, in-depth interview and the means-end chain method to examine important contextual factors' influence on the local agricultural food system, important actors and challenges and key influential factors for local brand value that affect the development of the local agricultural food system in Penghu outlying island. The actor-network perceptual map of local brand value proposed in this study can help agricultural practitioners when making decisions and can formulate strategies for their products to increase the product visibility and recognition. This perceptual map can also facilitate the expansion of the target customers and channel distributions suitable for individual agricultural products. Our study presents the following recommendations: increase the manpower of agricultural practices through the working holiday approach; local government should provide support enabling agriculture producers to gain professional knowledge in marketing; and agriculture producers should form cooperatives which focus on the unique local agricultural products that are produced and marketed locally in Penghu.