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Abstract

In Taiwan, the traceability system (TS) of whole food chain is in infantile time. Yin Chuan Organic Farm, constituted by the team of rice production and marketing (TRPM), is the first brand in Taiwan rice market. The leader of TRPM is not only to produce the premising rice quality, but also to implement the (TS) that was introduced by Taiwan government with a great result and could be a successful experience passed to other proprietors. The findings of this paper are listed as following: 1. The TS executed by the case is only emphasized on the production side that needs to build more detailed marketing side. 2. The key successful factor to get sound TS model is to have obvious purposes and system harmony.

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