The original “three treasures” boosted by Changhua City are meat balls, rice with stewed pork as well as the “Rat Noodles”(special soup noodles with shrimp balls, mushroom balls and chicken balls created by Mr. Mu-rong Chen and his father, both of whom were born in the lunar year of the Rat), which are renowned throughout Taiwan. With the change of internal and external environment, to encourage the diversified development of agriculture and display the rich agricultural characteristics of Changhua City, the Changhua Farmers’ Association selected in 2010 three of the most unique local farm products and named them as “the new three treasures of Changhua”, including the coffee produced on Pakua Mountain (Eight Diagrams Mountain), the pure longan honey and the health-preserving drinks. This study uses case studies mainly to explore how the Changhua Farmers’ Association created the new specialty agriculture products and successfully promoted such products, bringing new business opportunities for Changhua. The study also tries to understand the positive influence of the new “three treasures” on the city and the local farmers.
The basis for this study are the creativity theory 4P and the cultural creative park theory 5P put forward by scholar Ms. Ming-Hui Chen (2010), which are concluded and modified to the five aspects of Policy, Person, Process, Place and Product. In-depth interview and secondary data were used to collect and analyze the date to explore the innovative development mode of the specialty agriculture products used by the Changhua Farmers’ Association.
