ALBERT

Description: Fermented tea is traditionally consumed in many Asian countries. In Thailand, the product is made by anaerobic submerged fermentation of semi-mature tea leaves before being made into a ball form. This study aims to investigate the composition of health-associated bioactive compounds in fermented tea balls made from Camellia sinensis var. assamica, which is naturally grown in the forests of northern Thailand. The processing involves steaming semi-mature tea leaves followed by anaerobic fermentation in 2% NaCl solution (1:5 w/v of tea leaves solution). Levels of catechin (C), epicatechin (EC), epicatechin gallate (ECG), epigallocatechin gallate (EGCG), gallocatechin (GC), flavonols (myricetin, quercetin, and kaempferol), phenolic acids (caffeic acid, chlorogenic acid, coumaric acid, and sinapic acid), total phenolic content, and in vitro antioxidant activity were evaluated in fresh tea leaves, steamed tea leaves, and fermented tea leaves over a period of 60 days’ monitoring. The results indicated that fermented tea balls still contain significant amounts of tea polyphenols, although their processing may result in some loss of most bioactive compounds. The antioxidant activity measured by Ferric Reducing Antioxidant Power (FRAP), 2,2-diphenyl-1-picrylhydrazyl (DPPH), and Oxygen Radical Absorbance Capacity (ORAC) assays also declined as the fermentation time was extended. However, phenolic acids, including caffeic acid and sinapic acid, contrastingly increased during prolonged fermentation by 74.35% and 171.43% from fresh leaves, respectively.

Description: Farmers’ markets in Taiwan advocate for the sustainable consumption of locally produced food to support sustainability and social justice goals. Institutional trust and interpersonal trust are critical determinative factors in sustaining farmers’ farm-to-consumer venues for the long-run. The purpose of this research was to investigate determinants of customers’ actual purchase behaviors, and the relationships between trust, purchase intention, and actual purchase behavior in the context of farmers’ markets. A questionnaire approach with closed-ended survey questions was conducted with customers in farmers’ markets in different parts of Taiwan. The results revealed that both institutional and interpersonal trust could serve as driving forces influencing a consumer’s purchase intentions, which in turn reinforces their actual purchase behavior. Specifically, the interpersonal trust between consumers and producers includes positive interactions and sufficient communication, enabling producers to share the value and concepts underlying their production processes with the consumers, enhancing customers’ purchase intentions and intensity. Institutional trust generated from a producer’s endeavor to improve the quality of their own products by meeting market standards would impress consumers and build loyalty. It is recommended that farmers’ market farmers or managers continually examine both the institutional and interpersonal needs of customers (e.g., food safety, face-to-face interactions between farmers and consumers) to earn customers’ trust, and to accommodate their expectations by providing sufficient products and services.