Red on Tree has stuck with major principles as “safe and toxin-free, friendly environment, fair trade, quality-oriented, and non-additives”. They are very proud of such principles and have never failed. They also have two major core concerns: “being local & good quality”, which suggests coming from locality, being natural, healthy, pure and delicious. They are worthy of consumers’ regard and praise to be insistent of such strict standards. Yet they still need continuing effort to reach the highest standard of food industry and to increase their business scale.

1) Product quality

Red on Tree has made a lot of endeavors in making natural and delicious commodities. When choosing fruit suppliers, flavor has always been the brand’s top priority while toxin-free is the basic requirement. With arising consumer consensus about food safety, we think it is important to raise the standards in choosing fruit source. Fruit with traceability records or from organic farms might be the next step for Red on Tree.

Safe local links (Provided by Red on Tree)		Rich flavor and mass production

In the meantime, Red on Tree makes jams without any chemicals such as Gelatin or artificial additives. They only use pectin (extracted from the fruit) and a small amount of seaweed extracts in the making process. Yet this means they have to hand-make all products and cannot increase their productivity if not hiring more employees. Now Red on Tree starts to consider how to improve their making process and what kind of technology can be applied to. It would be great for both suppliers and consumers if there are more high-quality jams in the market.

Red on Tree also emphasizes “being local”. In one of their blog posts, they stressed that local caring comes from “good origin, professional farmers, knacks, and good products”. They are still making efforts in these above aspects. They will keep visiting farms across Taiwan, getting connected with hard-working farmers island wide, and doing research on updated green methods to make the best products as they can. So that consumers could enjoy the best flavor of Taiwan’s fruit.

2) Marketing Channels

Red on Tree has put forth considerable amount of effort into constructing its official website so as to promote its brand philosophy. It is our hope that Red on Tree will keep on their principles and let more people know Taiwan has not only produced good fruits but also high quality processed food made from fruit. Only when consumers identify with the philosophy of this brand can they be ready to pay more for the high-quality green products. We hope good food brands may live long in Taiwan and the good name of “Gourmet Kingdom” may last in the future.

We also hope that Red on Tree could open more direct shops so that consumers would have more opportunity to taste its products. Consumers like tourists might not want to buy glass-jugs of jams, but would like to have a bite into local food. We believe that after tasting Red on Tree’s product, every guest will be an advocate of Red on Tree.

At our interview, Mr. Che-hao Lin talked of his visions for Red on Tree, too. He said the team would like to experiment with all fruits grown in Taiwan. One thing in particular is all the products are loved by all the team members. This is a confidence as well as insistence. Red on Tree is planning to expand their product variety. The team expects to make ice cream, coffee, cocoa, and pastries so that the name of “Fruit Kingdom” may be spread even further. In addition, Red on Tree’s product is now sold in France, and will be very soon seen in Japan. The people in these two countries are very picky about food, and it is worthwhile to win their hearts over!

New products with special design		Refined packaging boosts sales!