台灣乳品巿場長期以來被三大乳品廠所寡占，消費巿場中沒有提供消費者太多的選擇，只能相信乳品廠所提供的品牌並從中選擇，近年的食安風暴打擊到消費者對品牌大廠的信心，連帶影響對鮮奶的信任。酪農在傳統的產銷機制下，不容易建立自有品牌；在發展自有通路方面，也很難克服成本問題；在農場經營上，需要專注於牧場管理及牛隻飼養，面對產品的行銷及通路開發常常是心有餘而力不足，因此更造成乳品巿場被大廠把持的現象。
鮮乳坊由獸醫師龔建嘉先生於2015年3月所創立。主要的目的是協助小農建立自有品牌，克服小農品牌在通路拓展上的障礙，打破長期巿場上僅有少數鮮奶品牌的狀況，讓酪農除了身為生產者外，還多了品牌擁有者的選擇。同時也讓消費者除了原有乳品大廠提供的品牌外，擁有更多優質鮮奶的選擇。透過公平交易的機制讓酪農能有合理的利潤，讓酪農能專心致力於牧場管理、飼養乳牛，提供優良品質的生乳。鮮乳坊同時提撥部份盈餘作為大動物獸醫的培育基金，讓更多像龔建嘉這樣的獸醫師能加入乳牛的醫療團隊，保障乳牛的健康，讓乳品業產生一個正向的循環，使其能發展的更好、更長久。
本研究以哈佛個案方式進行，可用於討論社會企業的商業模式、小農平台間的價值共創、通路霸權及生態重塑等議題。了解鮮乳坊如何利用小農平台共同創造彼此的價值，並運用創新商業模式協助小農建立品牌，進而達到社會企業為解決社會問題的成立目的，除此之外，試著探討通路霸權形成的原因，說明如何藉由消費者的力量來重塑乳業生態，讓台灣的鮮乳巿場得以永續經營及發展。

In Taiwan, the dairy market has been possessed by three dairies for a long time. There are few options provided to consumers in the consumptive market. Consumers only can believe the brands that are proposed by the three dairies and make the selection from them. However, consumers’ confidence in the brands of those three manufacturers is hit by the turmoil of food security. As well, it affects the trust in fresh milk. It’s hard for dairy farmers to establish its own brand in the traditional marketing mechanism. In the development of sales channels, it’s also difficult to get over the cost issues. Regarding running a business, dairy farmers have to focus on the pasture management and cattle breeding. On the other hand, for the products marketing and sales channels development, even they know they must deal with aggressively, usually beyond their grasp. Therefore, it causes that the dairy market is control and monopolized by few large dairies.
Puremilk was founded by a veterinarian, Mr. Gong Jian-Jia (also known as Aga) in March, 2015. The main purpose is to assist Small Famers to establish their own brands and overcome the obstacles to the expanding marketing channels in order to improve the situation that the market is monopolized by few dairy brands. In addition to being producers, dairy farmers can have their own brands. In the meantime, there are more choices of milk with high quality available except the existing brands provided by large dairies. He hopes dairy farmers can get more reasonable profits through the mechanism of fair grade so that dairy farmers can concentrate their attention on the better pasture management and feeding cows to provide milk with excellent quality. At the same time, Puremilk takes out some surplus as the funds to give well training for the veterinarians who are responsible to treat the large animals. They hope more veterinarians the like Dr. Aga can join the medical team and keep the cows healthy. The final goal is to make a positive cycle for dairy industry. With this result, this industry can develop and expand the business permanently.
This case is adapted Harvard Case Study research method to discuss the related issues, such as the business model of social enterprises, value co-creation between the Small Farmers’ platforms , channel power and ecosystem rebuild. First of all, it’s necessary to know well that how Puremilk to use small farmers’ platforms to create increase values for each other. The next step is assisting small farmers to build their own brands with a creative business model. The final objective is to establish social enterprises for solving social problems. On the other hand, it is important to reach into the reason of forming channel power、explain the mode of rebuild dairy industry replying on the consumers’ power and let the dairy industry to be sustainable and well-developed.

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陳榮泰 (2005)，台灣乳業現況，中華民國乳業協會。
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三、 網站部分
flyingV 群眾募資平台Crowdfunding in Asia (https://www.flyingv.cc/project/5717)。
東森新聞雲-名人論壇，「同樣加工處理　國外消費者卻不愛濃純香牛奶」(http://www.ettoday.net/news/20150318/480172.htm?feature=todaysforum&tab_id=268)。
農訓雜誌，2015年11月號第309期，「讓每瓶鮮乳有名有姓」(https://www.thekono.com/titles/training_and_development/magazines/563772014dba0/articles/74df15dc-41dc-4458-9fb4-a5193481035f)。
今周刊，第936期，「揪眾幕資賣小農鮮奶，微風超市也聞香上架」(http://www.businesstoday.com.tw/article-content-80408-116524?page=1)。
噪咖EBCbuzz，【翻轉吧，人生】自己的牛奶自己救 - 龔建嘉 (https://www.youtube.com/watch?v=6IUyOPCgbzY&index=1&list=PLM49f4bsX1EO6jrZRZUkNJqxPzMO8TMUc)。
PeoPo公民新聞，「牛奶革命-酪農自創品牌困境」(https://www.peopo.org/news/266739)。
TVBS一步一腳印，「大動物醫師的熱血」(https://www.youtube.com/watch?v=F0vZzMBR_qc&index=5&list=PLM49f4bsX1EO6jrZRZUkNJqxPzMO8TMUc) 。
無毒農，【友善農民】小農通路的改變與多樣化(https://greenbox.tw/Home/BlogPost?aid=3089)。
鮮乳坊官網 (https://ilovemilk.com.tw/)。