Due to the incidents of mad cow disease, lean meat powder, melamine, plasticizer, etc., public concern about food safety is increasing. By addressing food safety issues, our government had constructed and implemented Taiwan's Agriculture and Food Traceability (TAFT) policy since 2003. To assure TAFT's major target for guarding consumer's health, government needs to input massive resources such as cross departmental coordination, companies-wide alignment in food supply chains. However, the progress and effect are to be evaluated. In this article, we conducted two empirical studies: first, the key successful factors of the TAFT are explored by the AHP method through 12 experts' responses; second, the consumer's perception toward label information of TAFT-certificated products by KANO's model through 272 survey samples. The results show that management by government, operations by producer and manufacturer, and consumer's perception are three most important key successful factors among six; Besides, six KANO's quality-requirement categories were classified on the label information; and three categories of one-dimension, attractive and must-be have significant influences on consumers' attitude toward purchasing TAFT-certificated products.