At first glance, agriculture may bring to mind farming, forestry, fishery, and livestock, but it also plays an integral role in our lives and our environment, affecting each and every one of us. Our effort to create a healthy, efficient and sustainable agricultural sector benefits all parts of Taiwanese society. The COA’s policies protect consumer safety, increase production efficiency, and establish an operating model that allows agriculture and environmentalism to exist together in harmony. In order to protect agricultural development and the livelihoods of those working in the industry, the COA has established a media dissemination platform, to better promote agricultural policies through a variety of media channels and establish a niche for agricultural production.

Establishing a policy marketing strategy

　To further this goal, a policy marketing unit composed of specialists in extension and marketing from a variety of departments was formed to discuss and provide public relations consulting. The unit developed innovative strategies for packaging and marketing the COA activities and achievements for a wide range of audiences. Using the existing media platform established by the COA, they highlighted accomplishments and raised the visibility of the committee and its policies.

Agricultural policy promotion

　In 2008, the COA held a total of 93 press conferences and published 358 press releases to increase public understanding of agricultural policies and encourage all citizens to participate in and enjoy agriculture in their everyday lives. In addition, the COA also held a series of activities as detailed below:

　1. Recognizing 2008’s outstanding contributions: the COA held the 3rd Presidential Agriculture Awards ceremony to recognize two award winners who made significant contributions throughout their decades in the industry and serve as paragons to other people sharing this vocation. In addition, the COA held the 2008 Outstanding Agricultural Workers ceremony, awarding 12 winners hailing from the fields of agricultural research, education, and promotion, who all play important roles in the development of Taiwanese agriculture. To reward those who have made contributions to the areas of forestry and environmental protection, the 2008 Arbor Day Festival was held. The 2007 model communities, outstanding forest protection rangers, and those who rendered great service to the fields of forestry and environmental protection in 2007 were recognized at the ceremony. Awards were accepted by 48 representatives in front of an audience composed of over 200 members of the forestry industry.

　2. The COA celebrated the exceptional rural community human resource training achievements that resulted from its Charming villages, Happy Planting promotion. Attendees included especially successful communities who came to exchange experiences and learn from each other during the meeting. Their community spirit shone through, revealing the warmth and vitality of each rural village.

　3. The Green the World tree planting activity was held to maintain a healthy, sustainable environment and beautify rural villages. In addition, the COA also planned a series of three Healthy Summer Ecovacation promotions. The Rural Village Exploration series allowed city folk to experience rural life first hand. Travelers received “passports” where they could collect stamps from a total of 123 rural villages. A series of forest-related activities encouraged travelers to hike forest trails and enjoy forest recreational areas, while the Leave No Trace Nature Academy was established to teach travelers about the environment. Plant and flower themed tours to places such as the Taipei Botanical Garden were also held to encourage people to experience nature while still in the city.

　4. In order to ensure agro-product security and promote sales of high-quality Taiwanese products, the COA held a series of activities including exhibits of domestic rice, pork, seafood, and other agricultural and fishery products. These shows and activities encouraged people to purchase high-quality, safe, and healthy Taiwanese agricultural products, thereby promoting sustainable development of the island’s agricultural industry.

　5. To drive sustainable development of Taiwan’s flower and ornamental plant farming, the COA held floral presentations, sales, and promotional activities tying in with their growing seasons and important holidays. The promotions allowed visitors to enjoy the beautiful flowers and even purchase them to beautify their own homes.