Communication of major policies through diversified information channels Encouraging youth to take up careers in farming

　　In order to assist young farmers to access entrepreneurial resources, in 2015 the COA created a special web portal—ifarmer.coa.gov.tw—which provides young farmers with information on technology, capital, and land. In order to strengthen interactions with young farmers, the COA also started online broadcasts in which young farmers were invited to meet with the COA Minister and discuss the experiences and problems of young people returning to the countryside to take up farming, as well as the development and future of agriculture.

　　Also, in October of 2015 the COA held the 1st “Hundred Young Farmers Exhibition” as a vehicle through which young farmers could interact with the general public and create a relationship of trust. We also have guided 15 county and city farmers’ associations to create platforms for interactions with local farmers, thereby allowing citizens to do more to support young farmers and encourage young people to work in the agricultural sector. The COA has also broadcast a series of short films on young farmers through the Internet, television, and outdoor media, and we have at the same time worked through reports in newspapers, magazines, radio, and television to bring public attention to the topics of young farmers and the creation of a new future for Taiwan agriculture.

Informing the public about “agricultural land for agricultural uses”to prevent land speculation

　　It is critical that the COA ensure that farmland be used by farmers for farming and not be misused for speculative construction. In promoting the amended Regulations for Constructing Farmhouses on Agricultural Land, our goals are: (a) to strengthen confirmation that persons applying to build farmhouses are in fact actually agricultural producers; (b) to require applicants to supply an operating plan to confirm that their proposed agricultural production is in fact reasonable and feasible; and (c) to ensure that farmhouse construction does not adversely impact the agricultural production environment or community development.

　　To promote these amended regulations, which were announced with immediate effect jointly by the Ministry of the Interior and the COA in September of 2015, the COA has held explanatory meetings and public hearings in many locations nationwide, as well as invited experts from relevant fields to offer seminars. The complete contents of the new regulations have been published in newspapers, and we have been pro-actively trying to get the print and electronic media to report on them. We have also published informational pamphlets and placed advertisements in a variety of media as well as on the 430 electronic bulletin boards at farmers’ and fishermen’s associations. In short, every effort has been made to inform the public.

Promoting “Traceable Agricultural Products” (TAP)

　　In an effort to strengthen promotion of the Traceable Agricultural Products system and to provide consumers with agro-products they can purchase with peace of mind, the COA has established special counters in stores selling TAP, promoted “Traceability Restaurants,” and played a mediating role with distributors. In 2015 the COA: (a) pro-actively invited the media to do field reports; (b) held seminars and conferences; (c) issued relevant press releases; (d) produced relevant printed materials (pamphlets, leaflets, and the like); and (e) broadcast information through lively and entertaining radio conversations.

　　In order to help citizens understand the potential importance of TAP to their daily lives, we also held a series of lively and fun informational activities (including the selection of “TAP Masters” and monthly “money-back” drawings for purchasing TAP products). Our aim is to help citizens understand the whole process of food production and consumption, from farm to dinner table.

Educating citizens about Agriculture of the Whole People

　　An important goal of the COA is to help citizens realize that everyone—whether as producers or shoppers or recreational travelers or consumers—has a part to play in the evolution and transformation of our rural economy. The rural economy is not just a matter for farmers but for “the whole people.” In 2015 the COA promoted a program entitled “Golden Decade: LOHAS Agriculture” in many ways. We held 99 press conferences; issued 346 press releases; and promoted the concept through print media, TV, radio, the Internet, outdoor media, visits to rural areas, display-and-sales events, seminars, and press conferences. Topics about which we conducted widespread public relations work included:

■  Educating people about food safety and traceability of agro-products, and encouraging “local production, local consumption”: We constructed an “Agricultural Product Safety Zone” on the COA website; promoted the “Taiwan Rice” label, “Eating Seasonally and Locally,” and Farming and Food Education; and held exhibitions of, and did marketing to promote sales of, “Traceable Agricultural Products” (TAP).

■  Informing the public about adjustment of the rural industrial structure and developing resource synergy: The COA has been active about publicizing relevant policies such as revitalization of fallow farmland; prevention of avian influenza; implementation of the “Modified Golden Agricultural Corridor Proposal and Action Plan”; promotion of “Rural Regeneration” synergized with local industries; and recruitment and training of young manpower for the rural economy.

■  Encouraging development of agro-technology and pioneering domestic and foreign markets: The COA has been promoting a global-level strategic vision for the agro-technology industry; we held the “Agricultural Good Idea Crowdfunding Contest” to assist innovative entrepreneurs to find investors; and we have held events to exhibit new achievements in agro-technology and to explore commercial opportunities exploiting such technology.

■  Educating the public about better utilization of agricultural resources and ensuring sustainable and environmentally-friendly development: The COA works to educate people to protect and cherish marine resources, to care for our forest environment, to conserve soil and water resources, and to understand the importance of biodiversity. We also encourage citizens to visit rural areas for leisure and recreation to enjoy nature and appreciate the development of a sustainable and diversified agricultural sector.

■ Publicizing new sources of vitality in rural communities: The COA has sponsored a number of activities to encourage new sources of energy in rural areas. In 2015 we: (a) held events on the themes (i) “Discover N Powers” for vitality in rural communities and (ii) “Rural Up! Stays in Rural Villages for Youth”; (b) held the “New Farmers, New Agriculture, and New Lifestyles” marketing event; and (c) held the 2015 Rural Regeneration Film Contest.