Publicizing major policies

As part of celebrations of the Year 100 of the Republic of China, the COA organized a series of events and visual symbols to commemorate 100 years of the development of agriculture in Taiwan, with themed activities each month. As we do every year, the COA also conducted information campaigns for major policies. We held 148 press conferences, issued 371 press releases, and used integrated and diversified media to disseminate information to the public, including information to facilitate policy implementation in the following areas:

To extol quality and ensure the health and safety of food for consumers, the COA gave awards and publicity to outstanding PMGs (production and marketing groups) or individuals in the areas of GAP produce and organic agriculture, held public presentation of CAS label certification, arranged for the media to interview individuals with experience in PMGs, and educated the public about agro-product testing-certification labeling.

To publicize achievements in the techniques and technologies of Taiwan’s agricultural sector in general and the floriculture industry in particular, the COA organized the Exhibition of Agricultural Science and Technology, the Taipei International Orchid Show 2011, and the 2011 Taiwan Flower Show. There was also an exhibition for the ornamental fish industry, the 2011 Taiwan International Aquarium Expo. We also gave awards and publicized individual achievements in the fields of agro-technology entrepreneurship, farming (the Shennong Award for the top ten farmers), and superior-grade seedlings.

Finally, we held a variety of activities to promote rural tourism, rural handicrafts or gift products, and the “LOHAS” lifestyle of rural communities, including: (a) holding an international arts festival for the formal opening of the Danong/Dafu Forest Park; (b) holding an awards ceremony and exposition for premium “Classic Rice”; (c) sponsoring a program for university students to take up short-term residence in rural communities to experience rural life; (d) holding an exposition of the “Top 100 Products from Farmers and Fishermen’s Associations”; and (e) organizing a “seas of flowers” tourism event in Taitung County.

MAJOR PUBLICITY CAMPAIGNS FOCUSED ON SPECIFIC ISSUES

“Local production, local consumption”

Keeping in mind the target of 40% food self-sufficiency by the year 2020, in 2011 the COA promoted the concept of “local production, local consumption.” We continued to promote more consumption of rice, held a contest for choosing slogans for promoting consumption of domestically produce agro-products, and held an Internet activity in which people could vote for their favorite 100 etopnresctauyrants with rice-based cuisine. We discussed this issue through the broadcast media and Internet, and worked to attract the attention of the media and the public to the goals of promoting greater consumption of domestically produced agro-products, reducing dependence on imported agro-products, and raising self-sufficiency.

Changes in procurement methods for publicly held rice stocks

As mentioned earlier in this yearbook, in 2011 the government raised the amount it pays for acquiring rice for public stocks, and also decided for the first time to allow farmers to sell wet paddy to the state. The COA held meetings in rural areas to explain the new policies, provided Q&A services, issued information through radio, TV, and the print media, issued pamphlets, and arranged for media visits and interviews. Through these means, we informed farmers about harvesting in a timely manner to maximize their incomes from the sale of rice to the state and worked to minimize disruptions from the wet-paddy purchasing policy, in order to win support from rural residents for the new measures.

Creation of a systematic mechanism for adjusting farmers’ pensions

As mentioned earlier in this yearbook, in 2011 the government created a new mechanism to de-politicize adjustments to the amount paid to elderly farmers as a welfare benefit (pension). The COA held a broad and intensive series of publicity activities to inform farmers about the policy, and to ensure farmers that we are looking out for their interests while ensuring society at large that the principles of fairness and justice are being taken into account. These publicity activities included training of “seed speakers” on the topic, frequent public meetings in rural areas, a free Q&A hotline and official Q&A website, pamphlets, printed mailings, media interviews and visits, and use of radio, TV, and the print media.