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Public Information Campaigns

Publicizing major policies

  The COA conducts information campaigns to promote major policies. In 2012 we held 189 press conferences, issued 360 press releases, and used integrated and diversified media to disseminate information to the public, including information to facilitate policy implementation in the following areas:

 Healthful agriculture: The COA continued to encourage consumers to benefit from the systems in place to verify quality and safety in foods, by purchasing locally produced agro-products that are certified or labeled under programs such as GAP, CAS, traceability, “local production, local consumption,” and the new traceability information network for domestic beef.

 Excellence in agriculture: We also disseminated information about new plant and animal varieties and new technologies for the rural sector. Examples in 2012 included “new varieties of wet-paddy rice,” “ornamental fish,” and “the rapid customs-clearing mechanism for exports under the ‘Asia-Pacific Aquatic Pet Operations Center’ program.”

 LOHAS agriculture: We also did promotions and publicity for activities like “agro-tourism in Hualien and Taitung,” the breaking of the Guinness world record for speed planting of rice seedlings by a large group, and the “Sea of flowers in Xinshe,” with the aim of boosting rural tourism ad leisure by both local citizens and foreign visitors.

 Sustainable agriculture: In 2012 the COA undertook a number of information campaigns to draw attention to projects related to sustainable agriculture, including the program to adjust the cultivation system and revitalize use of farmland, the program to promote rational fertilizer use, World Oceans Day, and an activity focusing on the role of forests for a low-carbon era.

Special information campaigns

Release of books and films on Taiwan agriculture

  To help citizens understand and treasure Taiwan’s priceless rural assets, the COA organized special projects to produce books and documentary films on a century of Taiwan agriculture.

  The three-volume set A Century of Innovative Agriculture in Taiwan records the history of major policies, key events, important personalities, and historical documents related to farming, forestry, and fisheries over the past 100 years. These are the first books ever in Taiwan aimed at the general public which comprehensively cover the history of modern rural development while putting it in the context of overall socio-economic development.

  The COA also produced five documentary films in a series entitled A Centennial Video History of Agriculture in Taiwan, one each on the themes of farming, forestry, fisheries, animal husbandry, and irrigation. Topics covered include the changes in production methods, policy evolution, and the transformation of the agricultural sector of the economy. This series brings together priceless visual materials from both government and private citizens, condensing the highlights of a century into five 46-minute documentaries.

US beef imports and differentiation of domestic beef

  In response to the decision to allow the import of US beef containing ractopamine, in order to protect consumer rights and interests, in addition to ensuring clear labeling of place-of- origin of beef products, we also took three associated informational measures: explaining the policy decision on ractopamine, promoting sales of domestic pork products, and introducing the traceability system for domestic beef. The main targets were consumers and the animal husbandry industry. We produced a series of short films on food safety, held lectures on traceability and labeling of domestic beef to clearly differentiate domestic from imported meat products, and assisted in marketing of domestic pork to stabilize pork prices and dispel concerns in the pig industry. We also held 13 related press conferences and issued 33 related press releases.

Information on putting set-aside land back into use

  To undo the negative effects of leaving farmland continuously fallow, and to increase the rate of food self-sufficiency in the face of climate change, the COA coordinated information activities to support the policy of “adjusting the cultivation system and revitalizing the use of farmland.” We began overall explanations and promotion of the program in November of 2012, working through many channels, including TV advertising, radio, print media, arranging special visits for reporters, short films put on the Internet, electronic bulletin boards, seminars held in rural areas, and a conference bringing farmers’ representatives together with industry, government, and academia. The aim of the program is to revitalize use of farmland, create economic value, and create new employment opportunities for younger people who want to become farmers.