Diversified marketing of domestic rice—making agricultural food the pride of Taiwan

The AFA promotes the marketing strategy of domestic rice from the production side, cultural side and consumption side and hold various rice food-related marketing activities alongside the festivals and local characteristics to build a rice and grain flour product industry chain, encourage organic certification and traceability and enhance the brand value and the consumption of quality rice.

Build a domestic rice production and marketing system to enhance market competitiveness

The AFA provides guidance to producers on the establishment of rice production clusters, participation in comprehensive rice insurance for the contracted area and adoption of the TAP system. The Rice Master Champion Competition is organized to encourage rice farmers to improve cultivation quality, strengthen rice safety and establish local characteristics. "Fine Dining Rice Award" is held to encourage rice millers to improve rice processing techniques and the quality of marketed rice. Guidance is provided to professional milling companies to establish a supply chain of rice flour raw materials, while rice flour raw materials are supplied to processors to facilitate the production of diversified rice products.

Promote rice education on campus to increase consumption willingness

Promote eating rice at school for elementary school students and hold rice education seminars for high school and vocational students to integrate rice nutrition and rice culture into the curriculum. To promote the concept of local production and local consumption by incorporating knowledge of rice nutrition and rice culture into the curriculum. Organize creative rice competitions for high school and vocational students to cultivate the concept of using domestic rice. To assist county and municipal governments, farmers' associations and public associations in organizing rice marketing activities that incorporate local characteristics to pass on rice culture.

Expand sales channels to market rice and crops products

Assisted in the mass production of the winning products of the rice competition and sold them in convenience stores and mass merchandising channels. Through the exhibition and sales venues and e-commerce platforms, the AFA has set up a dedicated sales area for rice and rice products to increase consumer access and customer base. The bakery industry will be assisted to develop bakery products using domestic rice as the main raw material to meet the demand for diversified products. The AFA provides guidance to packaged rice and rice products manufacturers to re-establish their brand identity and launch new packaging products that combine local characteristics and aesthetics to enhance the competitiveness of domestic products.

Important Policies and Measures

Diversified marketing of domestic rice—making agricultural food the pride of Taiwan