Strawberry Production and Markets in Taiwan: Challenges, Trends, and Outlook

Abstract

In Taiwan, strawberries (Fragaria ×ananassa Duch.) are an exotic and expensive commodity, with the retail market prices ranging from 170 to 670 NT$/kg (5.37 to 21.15 US$ based on the yearly average currency exchange rate in 2017). Because of the humid subtropical climate and lack of suitable cultivars, yields are relatively low with a narrow harvest window compared to major strawberry producing countries. However, consumer demand for strawberries is strong in Taiwan. Over the last two decades, there were significant changes in Taiwan’s strawberry industry. From 1997 to 2017, production area, production volume, yield, farm gate price, and production value increased by 36% (369 vs. 500 ha), 100% (4444 vs. 8907 t), 48% (12.0 vs. 17.8 t/ha), 94% (66 vs. 127 NT$/kg), and 186% (0.79 vs. 2.27 million NT$/ha), respectively. Strawberries produced in 2017 were valued at 1.13 billion NT$ (35.7 million US$), which was the highest on record. Imports of strawberries also increased by 104% (562 vs. 933 t) from 2006 to 2017. The industry’s rapid growth has been supported by advanced production technologies, improved crop management practices, breeding programs, and local marketing efforts. Taiwanese consumers are brand-conscious and demand for high-quality food products. Agritourism has recently become very popular in the strawberry production areas. Because of strong consumer demand and unique market opportunities, Taiwan’s strawberry industry has significant growth potential, particularly in U-pick and organic farming. This paper provides an overview of Taiwan’s strawberry industry and discusses its challenges and opportunities.