P公司農家直採營運模式

Abstract

P公司農家直採營運模式商業探討，採用半結構式訪談農友的方式，旨在深入瞭解農友的需求並導出價值主張與商業模式。本論文將討論直採專區是否成功解決農友的痛點並提升其獲益。期望透過推動直採專區在門市的販售，不僅能夠擴充商品的豐富度與提升賣場的質感，更能夠提供消費者更多選擇。同時，這樣的商業模式也有助於培養在地小農，期望達到三贏的局面。 自2008年起，P公司積極發展生鮮品類，成為台灣在地生鮮超市的領導者。生鮮商品以「SUN MAKE」品牌為主，其中鮮魚和精肉類產品由自建的PC廠加工。蔬果商品則由北中南三地的DC廠和T運輸公司供應給門市。然而，由於單一產品來源供應商需滿足整廠約300店以上的供應量，這導致了許多優良的小型農場難以參與，因其產量未達契作下限，無法在公平的交易平台上販售產品。這也導致這些優良農產品進入拍賣市場，最終成為低價產品。 台灣農業的「地產地消」特色發展方式具有雙重意義：首先，讓作物在適合的產地生產，然後由產地直接銷售到消費者；其次，讓在地生產的作物能夠在當地銷售，減少碳足跡，並極大提升產品的新鮮程度。 於2014年，P公司在併購嘉義O超市後，借鑒日本道之驛模式，推出直採專區，為在地農友提供直接上架銷售自家農產品的機會。透過農友自行訂價與自負耗損的方式，農友必須提供品質最佳的商品上架，以滿足消費者尋找價格合理且品質卓越的蔬果產品的需求。期望藉由這個模式，讓上游交易的買方市場與下游交易的賣方市場有機會為農友和消費者都取得最合適的交會點。 P公司定期協助農友進行栽種和包裝的轉型升級，包括轉向履歷或有機種植，以實現土地和河川的永續發展。這樣的轉型不僅讓農業更具永續性，也使得耕作和食用者更加安全，實現了四方互惠的永續經營目標。

The operational model of P Mart farmers' direct procurement adopts a semi-structured interview approach to explore the needs of farmers, deriving value propositions, and discussing business models. This thesis will examine whether the direct procurement platform has successfully addressed the pain points of farmers and improved their benefits. We hope that by promoting the sale of products through the direct procurement platform in stores, we can not only expand the variety of goods and enhance the quality of the store but also provide consumers with more choices. At the same time, this business model also helps cultivate local small farmers, aiming to achieve a three-wins situation. Since 2008, P Mart has actively developed its fresh produce category, becoming a leader in Taiwan's local fresh supermarket industry. The fresh products are primarily branded as “SUN MAKE” (“Good & Beautiful”), with fresh fish and high-quality meat products processed by its self-built PC factory. Vegetables and fruits are supplied to stores by DC factories in the north, central, and south regions, as well as the North Agricultural Transportation Company. However, due to the requirement for a single product source supplier to meet the supply needs of approximately 300 or more stores, many excellent small farms find it challenging to participate. Their production volume does not meet the minimum requirement for contracted cultivation, making it difficult to sell their products on a fair trading platform. This situation has led these excellent agricultural products to enter the auction market, ultimately becoming low-priced products. The distinctive “local production for local consumption” development approach in Taiwan's agriculture holds dual significance: firstly, it allows crops to be produced in suitable locations and then sold directly from the production site to consumers; secondly, it enables locally produced crops to be sold in the area, reducing carbon footprint and significantly enhancing the freshness of the products. In 2014, after acquiring Jia Yi O Supermarket, P Mart drew inspiration from the Japanese “Michi no Eki” (Roadside Station) model and introduced a direct procurement section. This section provided local farmers with the opportunity to directly display and sell their own agricultural products. Through a system where farmers set their prices and take responsibility for any losses, they are required to offer the highest quality products to meet consumers' demand for reasonably priced and superior-quality fruits and vegetables. The goal is to create a model where both the upstream buyer market and the downstream seller market have the opportunity to find the most suitable meeting point for both farmers and consumers. P Mart regularly assists farmers in transitioning and upgrading their harvesting and packaging processes, including shifts towards traceability or organic cultivation, to achieve sustainable development of land and rivers. Such transformations not only make agriculture more sustainable but also enhance the safety of cultivation and consumption, ultimately realizing the fore-way mutual benefits of sustainable operations.