TAIPEI: Council of Agriculture (COA) "Minister" Chen Wu-hsiung said yesterday he is confident efforts to break into the mainland market will begin paying off for Taiwan farmers in the second half of this year.

Speaking during an exclusive interview with CNA, Chen said conditions are in place to allow Taiwanese farmers to ship their produce to the mainland more conveniently and economically.

The official said he is eager to see strong sales of Taiwanese farm produce on the mainland.

"Hopefully, we can expect this to happen in the second half of the year," he said.

Since mid-December, the opening of direct air and shipping links across the Taiwan Straits has set the cornerstone for Taiwan to sell farm products to the mainland, Chen said.

Now is the time to gear up and lay a sound foundation for Taiwan's agricultural and farm exports to the mainland, Chen asserted.

Thanks to its central location in the region and direct cross-Straits transportation links, Taiwan now excels Japan, South Korea and even Hainan province in transporting locally produced goods to the mainland.

First, the COA will seek to register with the mainland two certificates granted to Taiwanese producers of premium quality agriculture products. Recognition of the two government certificates - GAP and CAS - will serve to distinguish Taiwanese high-end produce from mainland goods, Chen said.

Registration on the mainland is expected to be completed within six to nine months, he noted.

Secondly, Chen said, the COA plans to launch a branding campaign aimed at building an up-market image for Taiwan's farm produce.

"We will not engage in price wars, rather we will capitalize on the fine quality of Taiwanese products and cater to high-income consumers," he explained.

Chen expressed the hope the two sides will set up a mutual-recognition mechanism to assure the quality of farm produce.

Such a practice will allow fresh fruit and vegetables certified by Taiwanese authorities to "swiftly" pass through mainland customs, he contended.

To achieve the aim, the COA will arrange exchanges of visits by quarantine inspectors to create better understanding of the relevant procedures on either side, Chen revealed.

CNA

(HK Edition 01/16/2009 page1)