Abstract
This study examined how food technology has changed the rice noodle industry in Taiwan. A rice noodle food safety scandal in 2013 led to new government regulations regarding rice noodle labelling in 2014. We investigated the structural traits of Taiwan's rice noodle industry and the conducts of rice noodle manufacturers regarding the food safety incident and the new regulations by employing the structure-conduct-performance paradigm. The study found that most firms involved in the rice noodle industry in Taiwan are small- and medium-sized enterprises (SMEs). Retaining the status quo and registering a regional brand are the two main conducts found by this study. Herein, questions of regional branding in terms of industry and local government conduct are examined alongside the lessons learnt after the scandal and regulation changes.
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