Taitung County Farmers' Association

What Taitung County Farmers' Association does

Taitung County Farmers' Association is a non-profit, quasi-governmental agricultural cooperative established in 1909 and operating under Taiwan's Agricultural Association Act. Headquartered in Taitung County, it coordinates services across all 16 townships through 8 subordinate farmer associations, with a Chairman (Qiu Qinghe) at the apex of governance. Its statutory role includes agricultural extension, produce aggregation, insurance brokerage, and member welfare services for the county's farming population.

The association operates a diversified multi-line portfolio of commercial businesses that fund its public-mandate activities. Core operations include the Dongnong-brand feed milling operation (recently expanded via a new factory), a fresh-produce supermarket that was the first of its kind in Taitung County, a HACCP-certified central kitchen branded Dongnong Restaurant serving institutional catering, and the Dongyouji agricultural products exhibition center. It also runs the 84-room Dongyouji Hot Spring Resort on a 15-hectare site, an unusual tourism vertical for a farmers' association, and offers farm-related insurance products. Proprietary brands include Dongnong (feed and free-range chicken) and Shan Hai Jing Mai (regional specialty agricultural products), the latter holding consecutive Taiwan Farm and Fishery Top 100 Fine Products recognition since 2007.

Revenue mechanics are opaque because the entity is statutorily exempt from public financial disclosure as a cooperative. Income is generated through a mix of feed sales to member farmers, retail margins from the supermarket and central kitchen, room and F&B revenue from the hot spring resort, insurance commission, and inter-entity allocations across the 8 township associations. Distribution is physical-county plus a recently launched online portal at toyugimall.com.tw. There is no equity capital, no venture or private capital participation, and no M&A activity — capital expenditures are funded through retained surpluses and statutory channels.

Name

Taitung County Farmers' Association

Legal name

台東縣農會

Website

https://tthfa.com.tw

Company type

Private

Founded year

1909

Operating status

Operating

Short description

Taitung County Farmers' Association is a statutory non-profit cooperative serving farmers and consumers across Taitung County, Taiwan through feed milling (Dongnong brand), a fresh supermarket, a HACCP-certified central kitchen, insurance services, and the 84-room Dongyouji Hot Spring Resort.

Ownership category

akta.pro rank

Product category

Agricultural Cooperative Services

NAICS

Farm Supplies Merchant Wholesalers (42491), All Other Animal Production (11299)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Farmer Cooperatives & Co-op Retail (AFABAJAB)

akta.pro secondary industries

Livestock & Pasture Supply Retail (Feed Supplements, Animal Health Inputs) (AFABAJAJ), Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO), Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

Keywords

• Agricultural cooperative services
• Animal feed manufacturing
• Fresh produce retail
• Hot spring hospitality
• Farmer insurance services

Headquarters

HQ city

Taitung

HQ country

Taiwan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Animal Feed Sales (Dongnong Brand): Manufacture and sale of Dongnong brand feed through the association's feed mill (established 1974), serving poultry and livestock farmers across eastern Taiwan. Feed mill relocated to a new facility to improve production quality and regulatory compliance.
2. Fresh Supermarket Retail Sales: Fresh produce and grocery retail through the Taitung County Farmers' Association Fresh Supermarket, the first supermarket established in Taitung County. Includes a fresh processing center with pesticide residue testing for safety assurance.
3. Agricultural Product Sales and Exhibition: Sale of local agricultural products through the Dongyouji Agricultural Products Exhibition Center (東遊季農特產品展售中心) in Zhiben. Own brand 'Shan Hai Jing Mai' (山海經脈) series. Also aggregates products from all township farmers' associations in the county.
4. Hot Spring Resort Operations: Dongyouji Hot Spring Resort (東遊季溫泉渡假村) in Zhiben spans 15 hectares with 84 rooms, conference facilities,露營區, barbecue areas, and SPA. Revenue from accommodation, dining (Tian Mama Restaurant), and event venues.
5. Group Meal / Institutional Catering (Dongnong Restaurant): Dongnong Restaurant central kitchen supplies school meal programs, government agencies, and the Coast Guard Administration. HACCP-certified. Serves as a major institutional channel for fresh agricultural products.
6. Free-Range Chicken (Dongnong Mountain Chicken Brand): Brand management and sales of Dongnong free-range chicken (東農放山雞), established 1997 through chicken farming production groups. Trademark 'Dongnong' registered with Ministry of Economic Affairs. Home delivery via cold-chain logistics since 2001.
7. Insurance Services (Livestock and Property): Insurance department handles livestock insurance (pig transport, mortality), cattle insurance, and property insurance. Regulatory function under Taiwan's agricultural insurance framework, generating administrative fees.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels2 records

Core offering

Taitung County Farmers' Association is a statutory agricultural cooperative providing a diversified portfolio of farmer services and direct-to-consumer products: manufacture and sale of Dongnong-brand animal feed, retail through the Fresh Supermarket (est. 1987), agricultural product sales and exhibitions at the Dongyouji Agricultural Products Sales Center under the proprietary Shan Hai Jing Mai brand, hot spring resort accommodation at the 84-room Dongyouji Hot Spring Resort, HACCP-certified institutional catering via the Dongnong Restaurant central kitchen, and livestock/property insurance administration.

Product overview

台東縣農會是一個多功能農業組織，提供多元化產品與服務組合。其核心業務包括：(1) 東遊季農特產品展售中心 - 販售在地農特產品並創有自有品牌「山海經脈」；(2) 東遊季溫泉渡假村 - 提供休閒渡假服務；(3) 生鮮超市 - 設有生鮮處理中心並經營東農餐廳團膳業務；(4) 飼料廠 - 生產東農牌飼料及東農放山雞品牌。產品包括紅藜系列產品（紅藜、紅藜酵素、紅藜好棒棒、紅藜麵）、洛神果醬汁、山海經脈系列精品等農特產品。這些產品與服務相互整合，共同服務台東縣農民及消費者。

Differentiator

Problem solved

Functional benefit

Brands

• 山海經脈: 自有品牌系列商品，自96年起均獲得台灣農漁會百大精品之殊榮。Owned brand series, awarded Taiwan Top 100 Agricultural and Fishery Products since 2007.
• 東農牌飼料
• 東農放山雞
• 東遊季溫泉渡假村
• 東遊季

Products and services

• Dongyouji Agricultural Products Sales Center (東遊季農特產品展售中心) Largest agricultural products exhibition and sales center in the Zhiben hot springs area of Taitung County. Sells products from all township farmers' associations, local farmers, and premium products from other counties. Features the proprietary 'Shan Hai Jing Mai' (山海經脈) brand series of agricultural products. Targets consumers, tourists, and local farmers seeking direct sales channels.
• Dongyouji Hot Spring Resort (東遊季溫泉渡假村) Hot spring resort in Wenquan Village, Beinan Township, Taitung County. Spans 15 hectares with 84 rooms, hot spring SPA, conference facilities,露營區 (camping area), barbecue area, and the Tian Mama Restaurant. Serves leisure tourists, families, corporate retreat groups, and agricultural experience visitors to the Zhiben hot spring area.
• Taitung County Farmers' Association Fresh Supermarket (台東縣農會生鮮超市) The first supermarket in Taitung County, established in 1987. Features the largest fresh produce processing center in the county, with all staff holding Class C (丙級) chef licenses, modern fresh-processing equipment, and pesticide residue testing. Houses the on-site Dongnong Restaurant HACCP-certified central kitchen. Serves local consumers, schools, and government institutions.
• Dongnong Feed (東農牌飼料) Dongnong-brand animal feed manufactured at the association's own feed mill. Produced to feed-safety regulatory standards, serving poultry and livestock farmers across the Hualien-Taitung (eastern Taiwan) area. The Dongnong trademark for feed products is registered with Taiwan's Ministry of Economic Affairs.
• Dongnong Free-range Chicken (東農放山雞) Free-range mountain chicken brand operated through Taitung County's chicken farming production groups. Established in 1997 with the 'Dongnong' trademark registered in 1998. Contract-based chicken farming production with home delivery cold-chain shipping. Sells to consumers and institutional buyers.
• Shan Hai Jing Mai (山海經脈) brand series — red quinoa, quinoa enzyme, quinoa noodles, quinoa sticks, millet, tree beans, roselle jam sauce Own-brand product series of local specialty agricultural products from Taitung, including red quinoa (紅藜) and its derivative products (red quinoa enzyme/蔬果發酵液, red quinoa sticks, red quinoa noodles), millet, tree beans, and roselle jam sauce. The series has been recognized in the Taiwan Farm and Fishery Top 100 Fine Products consecutively since 2007. Distributed through the Fresh Supermarket, Dongyouji Agricultural Products Exhibition Center, and the online portal toyugimall.com.tw.
• Dongnong Restaurant Institutional Catering (東農餐廳) HACCP-certified central kitchen and group meal (團膳) supply service. Provides meals, light meals, and group meal supply to school meal programs (Taitung County schools), government agencies, and the Coast Guard Administration. Co-located with the Fresh Supermarket on the same premises and serves as a major institutional channel for fresh agricultural products.
• Livestock and Property Insurance Services (保險部) Insurance department (保險部) handling livestock insurance (pig transport, livestock mortality), cattle insurance, and property insurance. Operates under Taiwan's agricultural insurance framework, generating administrative fees as part of the association's member services.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• 行政院農業委員會臺東區農業改良場 (Taitung District Agricultural Research and Extension Station, COA)coreImplementation/ SI/ Consulting PartnerThe Taitung District Agricultural Research and Extension Station under Taiwan's Council of Agriculture collaborates with the association on agricultural improvement programs. Notable joint activities include the 2015 (ROC 104) 'Small Farm Community Cluster Construction and Traceability Experience Sharing Workshop,' held July 14–16, 2015, with researchers providing guidance on red quinoa cultivation management and farmer brand development.
• Taitung County Township Farmer Associations (8 Township/Area-Level Farmer Associations)coreStrategic or Co-development PartnerEight township/area-level farmer associations (基層農會) serve as group members of the Taitung County Farmers' Association. These include: Taitung Area (台東地區), Luyeh Area (鹿野地區), Guanshan Township (關山鎮), Chihshang Township (池上鄉), Taimali Area (太麻里地區), Donghe Township (東河鄉), Chenggong Township (成功鎮), and Changpin Township (長濱鄉). They jointly participate in county-level marketing events, product exhibitions, and agricultural programs under the county association's coordination.
• 行政院農業委員會農糧署東區分署臺東辦事處 (Eastern Branch Taitung Office, Agriculture and Food Agency, COA)coreOthersThe COA's Agriculture and Food Agency Eastern Branch Taitung Office collaborates with the association on agricultural policy implementation, food safety, and quality certification programs. Jointly participated in the 2018 (ROC 107) Farmers' Day recognition event.
• 臺東縣政府 (Taitung County Government)coreOthersThe Taitung County Government works with the association on county-level agricultural development, farmer recognition programs, and disaster relief coordination. The association and all township farmer associations jointly donated NT$550,000 to Hualien County Farmers' Association for post-earthquake reconstruction following the 2018 0206 Hualien earthquake.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Chihshang Township Farmers' Association (池上鄉農會): Township-level member association of Taitung County Farmers' Association, renowned for Chihshang rice brand. Operates as a peer in the agricultural cooperative hierarchy but at a smaller township-level scale, focused primarily on rice branding and marketing.
• Guanshan Township Farmers' Association (關山鎮農會): Another township-level member association of Taitung County Farmers' Association, also with strong rice branding operations. Comparable product portfolio (premium rice) and structure but at sub-county level.

Broad incumbents

• Mitsubishi Corporation Agri-Trade: Large diversified agricultural trading business operating in Asia-Pacific. Comparable in vertical integration across feed, food retail, and supply chain, though operating as a global private enterprise rather than cooperative.
• Zespri International: New Zealand kiwifruit marketing cooperative representing a globally successful farmer-owned brand cooperative. Relevant for benchmarking how farmer cooperatives can scale premium branded agricultural products internationally.
• Land O'Lakes: Large US agricultural cooperative operating across feed, dairy, and crop inputs. Provides a comparable cooperative model at greater scale, useful for understanding the structural advantages of farmer-owned multi-business cooperatives.

Direct peers

• Yunlin County Farmers' Association (雲林縣農會): Major county-level farmers' association in central Taiwan with established own-brand agricultural products (e.g., Yunlin-brand sesame oil, vegetables) and supermarket operations. Operates under the same statutory framework with similar multi-business diversification.
• Hualien County Farmers' Association (花蓮縣農會): County-level farmers' association in neighboring Hualien County, Taiwan, operating under the same Agricultural Association Act with the same multi-business portfolio (feed supply, supermarket, exhibition center, agricultural insurance, farmer training). Same cooperative structure, same statutory mandate, making it the most direct peer.
• Pingtung County Farmers' Association (屏東縣農會): Another major county-level farmers' association in southern Taiwan with comparable multi-business operations including feed manufacturing, supermarket retail, and brand management. Comparable in scale and structure to Taitung County Farmers' Association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Taitung County Farmers' Association