[CyberFair 2018]二十一世紀的農夫，一定要讀好書,再來務農-專訪屏東歸來地區的神農獎得主(2013年)-陳建行先生2018.01

[CyberFair 2018]Our Interview with Mr. Chen, Chien-Hsing, the winner of Shennong Award(2013) in Pingtung Gueilai area by Pingtung Gueilai Elementary School Team 2018

01農家出身的陳建行先生，碩士學歷，在台北工作一段時間後，願意回到故鄉為牛蒡產業而努力，今天我們和小朋友一起來拜訪這位神農獎得主。

02經過陳建行先生的講解，我們才明白原來歸來地區擁有得天獨厚的老沖積土，土壤鬆軟排水性良好，又具有保濕性，適合牛蒡種植。在屏東地區種植牛蒡只能一年一穫，但我們的牛蒡可以早日本一個月或一個半月採收，所以即使日本種了很多牛蒡，他們還是會跟我們買牛蒡，這也是我們的優勢與機會。

Mr. Chen, Chien-Hsing, growing up in a farming family, come back to his hometown, Gueilai and made efforts for the burdock industry after working for a long time in Taipei. Mr. Chen gave up the original manager's work of high-income and then devoted himself to the hometown of burdock industry.

Today, we went to visit Mr. Chen, the 2013 Shennong Award winner with our children. After Mr. Chen's explanation, we understand that Gueilai area originally has unique old alluvial soil and the soil is soft, with good drainage, but has moisturizing, suitable for burdock planting.

Burdock can only be harvested in the Pingtung area once a year, but our burdock can be harvested as early as a month or a month and a half. Even if Japanese plant a lot of burdocks, they would still buy burdock with us, which is also our advantage and opportunity.

03 透過溝通協調，讓農民了解生產與銷售必須分工合作，農民可以專注在生產上，銷售由專人負責，大家互蒙其利，創造出更大的利潤，第十三蔬菜產銷班也應運而生。而身為產銷班班長的他，主要是負責所有的班務運作，包括採購、銷售、生產、傳遞訊息…..等，二十一世紀的農夫，一定要讀好書再來務農，因為不管是SWOT分析、推動SOP、行銷、銷售、管理、加工產品的研發等，都需要集思廣益，一起討論溝通來完成。班長要進行班務的規劃協助與執行，因此陳建行先生在產銷班扮演舉足輕重的角色。

Mr. Chen thinks that through communication and coordination, farmers should understand that production and sales must be divided and cooperative. Farmers can concentrate on production and sales are handled by specialists. Everyone contributes to creating greater profits, so the thirteenth Vegetable Production and Marketing Group has emerged.

As a group squad leader, he is mainly responsible for all group operations, such as procurement, sales, production, and delivery of information. The twenty-first-century farmer must study hard before farming because SWOT analysis, promotion of SOP, marketing, sales, management, processing and product development all require brainstorming and discussion to complete. The group squad leader wants to assist in the planning and implementation of the group. Therefore, Mr.Chen plays a decisive role in the Production and Marketing Group.

04清楚自己的優點後，開始著手建立自己的品牌--大力蔘，它就是歸來牛蒡的代名詞，商標就是牛蒡的身分證，品牌建立好後，最重要的就是品質與安全問題，在農業作法上導入SOP流程，有統一的耕作方式，並以有機方式種植，也從消費者角度出發，最先販賣截切牛蒡，以符合冰箱的大小，方便消費者保存。

After we knew our own merits, we began to set up our own brand, Delisen. It is the pronoun of the Gueilai burdock. The trademark is burdock ID card.

After the brand is established, the most important thing is the quality and safety issues of burdock. The SOP process is introduced into our agricultural practices. Therefore, there is a unified cultivation method and organic cultivation. From the perspective of the consumers, the first sale of cut burdock in line with the size of the refrigerator is convenient for consumers to save at home.

05早期我們只做外銷，慢慢的做國內的品牌行銷，提升市占率，目前歸來牛蒡在有機超市、連鎖超市都有販賣，我們市占率取決於價值，價值是存在於好品質，而不是低價格的高市占率，而歸來牛蒡一直都是品質好而且價格是最高的。這些年也委託學術機構進行實驗，投入140萬成本，監測冷凍庫須要如何控制溫度，才能長期保存牛蒡，另外也申請有關機器設備方面的專利，如何讓牛蒡在加工過程中，它的溫度是下降的，保持在低溫的狀態，微生物就不會生長，才能保存牛蒡的營養成分。

In the early time, we only exported our burdock, then we slowly developed domestic brand marketing and improve market share. Gueilai burdock now can be bought in the organic supermarkets and large supermarket chains. Our market share depends on the value and the value lies in good quality, not the high market share of low prices. Gueilai burdock has always been with good quality and the price is the highest in the Taiwan market.

In recent years, we have also commissioned academic institutions to invest NT 1.4 million to monitor how freezer temperature needs to be controlled to preserve burdock for long periods of time. Patent applications relating to machinery and equipment have also been applied. It is important to know how to make burdock lower its temperature during processing, keep in a state of low temperature, and microorganisms will not grow in order to save the nutritional content of burdock. These are our sales secrets.

06目前，大力蔘的銷售策略是在市場上只賣最好價格尺寸—L與M的牛蒡，其他的牛蒡全部進行加工，透過技術的研發、萃取技術，將牛蒡做成液體、絲狀、條狀、粉狀的產品，讓原來規格不同的牛蒡變成規格一樣的農產品，提高牛蒡的附加價值。

At present, the sales strategy of Delisen is selling only the burdock of the best price in the market, that is, L and M size of burdock and all other burdock are for further processing to raise up their value. Through technical research and development, and extraction technology, burdock are made into liquid, filamentous, strip, and powder products, so that the different specifications of the burdock are processed into the same specifications of agricultural products. By this way, burdock increase the added value.

07透過這次的訪問，讓我們了解到一個產業的成功，需要靠眾人努力而來，而陳建行先生發揮他的專長、眼光獨特，將牛蒡產業從一級產業升級到二級產業，可以發展成保健食品、藥品，或是清潔用品等，突破了以往牛蒡只是食品或是蔬菜的觀念，提升牛蒡的價值，增加農民的收入，陳先生的付出功不可沒，神農獎之名當之無愧。

Through this visit, we know that the success of Gueilai industry depends on everyone's efforts. Mr. Chen plays his expertise with the unique vision, so the Gueilai burdock industry upgrades from agriculture to the secondary industry. It can also develop into health food, medicine, or cleaning supplies, breaking the concept that burdock in the past was only food or vegetables, enhancing the value of burdock, and increasing the income of farmers.

Mr. Chen's contributions deserve the Shennong Award.