The most often cited problem of using the COO Phalaenopsis orchid label comes with quality-related issues: lack of specialized chilled storage and shipping techniques and lack of quality standards. Unsurprisingly, the quality is set as the priority, because this factor is vital and customer satisfaction is built on the foundation of quality. Evidently, the Phalaenopsis orchid industry desperately needs a quality management program. However, according to the interview respondents, designing a producer quality management program is difficult because the Phalaenopsis orchid has too many varieties. This makes any standardization of both product and process quality and the development of specialized knowledge hard in the short term. This might account for low degree of willingness to collaborate between producers.