"On a national level, chicory is not very well known. There are a few factors that contribute to this lack of consumer understanding. Firstly, chicory seeds are imported from Europe, which is complicatedly and costly. Secondly, chicory has a long growth period, and it has to be cultivated hydroponically in water with a stable temperature. The high costs of its production equipment results in a high market price of the vegetable. Moreover, chicory tastes a bit bitter, which is less accepted by mass consumers."
"Compared to the start of our sales one and a half years ago, chicory is becoming increasingly appreciated by consumers. Consumers are starting to understand, via various media and information platforms, that this vegetable is a high quality vegetable as no fertilizers nor pesticides are used during its growing process. Therefore it is widely used as gifts for family members and friends. Next to this, the government has been very supportive of our high-end agricultural product development."
"It is also worth noting that our chicory is not only sold in mainland China. Last year, we also launched our exports to Taiwan. Local Chinese consumers also this vegetable in small volumes simply to taste. In addition, we do see market potential in Taiwan. Currently, we only reach 40% of our productivity. We aim to find more key consumers and expand our chicory sales."
