To Let Consumers See Producers' Stories, PX Mart Launches First 'Small Farmer Star-Making Plan'

(Central News Agency reporter He Xiuling, Taipei, 10th) Supermarket giant PX Mart announced that it has launched its first 'Small Farmer Star-Making Plan' this year, inviting 14 small farmers onto a fashion runway. The goal is to increase consumer awareness of small farmer brands through trending personalities and origin stories.

PX Mart pointed out that as stores continue to expand, it is expected to increase contracted farming areas and drive direct procurement from small farmers. This year's performance is moving towards a target of NT$2 billion.

PX Mart held the 'PX Mart Small Farmer Fashion Runway' event today, partnering with fashion magazine GQ Taiwan and designer Angel Chang. It invited 14 small farmers from across Taiwan to personally take the stage, aiming to overturn the public's stereotype of farmers through a fashion show.

PX Mart Associate Manager Liu Hongzheng stated that in the past, society generally believed that farmers had hard jobs. However, many of the cooperative small farmers had previously worked in cities before choosing to return to their hometowns for farming. PX Mart's small farmer direct procurement adopts a self-production and self-sales model, where farmers decide on product specifications, packaging, and pricing themselves. PX Mart only charges a platform management fee. If product sales are not as expected, it provides immediate sales feedback to help farmers adjust their supply plans.

He said that by directly facing the consumer market, many small farmers have gained more confidence in their products, and consumer acceptance of small farmer goods continues to increase. This integration of fashion concepts aims to let consumers see not only agricultural products but also the personal characteristics and stories behind the farmers.

Liu Hongzheng pointed out that over 400 small farmers have cooperated with PX Mart over the years, with about 160 in stable cooperation. 14 were selected from these cooperative farmers to participate in this event, including Yang Zhongxian, a farmer from Fangshan Township, Pingtung County, who recently sparked online discussions with his guava products.

He stated that besides displaying farmers' photos in stores, consumers can also scan QR codes to learn more about the farmers' backgrounds, cultivation philosophies, and origin information, strengthening the connection with the source. This creates a shopping experience in stores that mimics direct interaction with farmers in traditional markets.

PX Mart stated that since its introduction in 2015, the small farmer direct procurement zone has become a crucial part of fresh food operations. According to statistics, direct procurement sales from small farmers exceeded NT$1.6 billion in 2025, more than doubling from four years ago. The contracted farming area also increased from 393 hectares in 2023 to 535 hectares in 2025, a growth of about 36%.

As of the end of May 2025, 706 PX Mart stores had set up small farmer direct procurement zones, an increase of nearly 15% from 2024. It is estimated that this number could reach 750 by the end of the year, accounting for nearly two-thirds of all PX Mart stores. Liu Hongzheng stated that as the zones continue to expand, there is room for further growth in contracted farming areas, which is expected to drive small farmer direct procurement sales towards the NT$2 billion target. (Editor: Lin Shuyuan) 1150610