Shang-Ho Bruce Yang was grown up from a pig farm when he was little. His daily job was helping family to do chores on farm for more than 10 years. Since the Foot-and-Mouth Disease happened in Taiwan in 1997, it pushed Bruce Yang to think further what he may need to do other thing instead of pig farming. Thus, he went to University of Kentucky in the U.S. to pursue his PhD degree for focusing on Agricultural Economics. His PhD was focusing on how Foot-and-Mouth Disease influenced the pork trade around the world. He received his Ph.D. on May, 2012, and entered National Chung Hsing University on August 2013 after his Post-Doc postion in University of Kentucky.

With Bruce Yang's farming background, he has many connections with farmers, farmer associations, farmers' markets, etc. Thus, his lab has been focusing on consumer behavior, market study, industrial organization, decision making on consumer, farmer, and government. Since his background relarted to livestock, he also serves a specalist/consultant for Minsitry of Agriculture and Livestock Foundation on Egg and Pork. Besides this, he also serves as a consultant for NCHU Organic Farmers' Market, so he could also introduce students to participate in the Farmers' Market to know more about the local market and market system.

His Lab called “Industry Development & Economic Analysis (IDEA)” is because his lab is focusing on the whole agricultural industry based on economic analysis. In order to help for solving issues in the agricultural and national resource, we always need “IDEA” to make it happen. Therefore, students in this lab must learn the market/industry structure, how to proceed the field study and surveying, and then draw out the results for public.