Taiwan is one of the most vibrant societies in the world. The business environment is nowadays known for its economic vitality and healthy business competition mainly from the high degree of entrepreneur, sharp market insights, agile marketing strategy, and rapid adaption to changing business environment. To sum up, Taiwan is equipped with all the critical success factors for global business competition. All these factors help motivate the start-up of small business in Taiwan, and this is particularly true for the food industry as the entry barriers are relatively low in comparison to other industries. In recent years there is a surge of self-branding business and companies in Taiwan largely due to the popularity of online shopping and bulk orders. On the contrary, a significant number of self-branding companies failed to keep their business afloat and eventually had to exit the market. This study use literature reviews based on wholesale and retail food industry, self-branding, as well as critical success and failure factors. The main purpose of this study is to investigate the critical success & failure factors on self-branding for wholesale and retail food industry. First of all, this study uses in-depth interviews with four experienced professionals in self-branding enterprises to define critical success and failure factors for research model. Secondly, this study utilizes content analysis to measure and identify the level of significance and importance and order of priority for critical success and failure factors. The results of this study are as following: 1. There are four critical success factors in self-branding. The most important success factor in self-branding is customer value, followed by innovative marketing strategy and brand trust. The last is price tolerance. 2. There are three failure factors in this study. The business owners¡¦ decision error is the most significant failure factor, followed by brand positioning error, and virulent price competition.