To meet the new needs of the agricultural sector, the COA launched the New Agriculture Movement. Its overall goal is to ensure sustainable development by maintaining a balance among production livelihood, and ecology, based upon the principles of innovation, vitality, and charm－"innovative agriculture," "vigorous farmers," and "charming rural villages." Thus, the Movement aims to integrate, innovate and reform agricultural policies, and to press forward research and development for the improvement of production, marketing and consumer safety. To promote the agricultural sector’s competitiveness, to create its new niches and to change the mindsets and practices of farmers and consumers, a platform for social marketing was established by employing various media channels.

1. Innovative Social Marketing
   The COA formulated a marketing plan for the image of new agriculture. Based on this plan, a social marketing unit composed of specialists in extension and marketing from different departments was formed. The unit developed innovative strategies for packaging and marketing the COA’s activities and achievements. It also conducted regular press conferences to highlight the COA’s accomplishments in various field.

    

2. Marketing of Model Farm Workers
   Ten outstanding farmers were selected and recognized. This was meant to publish their examples and recognize them as role models for others to emulate. By the same taken, 10 outstanding production and marketing groups were selected and rewarded to exemplify the virtue of business-oriented production and marketing. They served as guideposts for other production and marketing units. Also 12 outstanding fishermen and fisherwomen were honored. Furthermore, to recognize contributions in forestry and nature conservation, 15 persons with meritorious achievements were honored. The Earthing-up Project was also launched to train volunteers from rural villages and encourage them to work for their committees on renewal projects.

    

3. Marketing Model Villages
   Through online voting and on-site assessment ten outstanding farming and fishing villages were chosen based on their innovations and achievements. Subsequently, in cooperation with the Tourism Bureau, six tourist bus routes connecting the ten villages were mapped out and included in tourism websites such as www.taiwan.net.tw and rural.ardswc.gov.tw/en; they were advertised through various avenues. To attract overseas visitors, they were promoted in a trilingual (Chinese, English and Japanese) tourist magazine, This Month in Taiwan. Furthermore, these rural villages were integrated into tour packages by numerous travel and tour agencies as well as various international travel exhibitions and tourism contests. These villages have since attracted a large flock of travelers from Southeast Asia.

    

4. Marketing of Agri-products
   To further highlight the excellent quality of domestic fruits, a public online voting for ten best fruits was conducted. And pineapple, mango, pear, banana, wax apple, grape, sugar apple, watermelon, lychee, and strawberry were chosen from this event. Along this event, a lottery was drawn for magnetic fruit decals. In addition, top ten tea products were chosen through sensory review processes such as appearance, tea water color, fragrance, etc. A contest was also held for ten best wines and wineries to promote domestic quality wine products. To encourage the production of high quality rice, ten made rice farmers were selected, different sales pitches held, and recipes for quality rice developed. To create new niches for fishery products, the COA assisted local governments and fishermen’s associations to organize fish promotion events on milkfish, mackerel, tuna and sanma. Furthermore, an exposition on quality products from the farmers’ and fishermen’s associations was held in Kaohsiung City. This well-received promotion contributed to better farm income.