Tianliaoyang is the largest rice-producing area in northeast Taiwan. However, with its rainy climate and limited sunlight, rice quality and price have long been poor. The rice industry has faced a vicious cycle of high production risks and low purchase prices, discouraging farmers from investing in precision management and hindering transformation.
The brand name “Birds of Passage Arrive” is derived from the ancient text “Qin Jing” (Classic of Birds), signifying migratory birds. The brand identity incorporates imagery of birds alongside the railway traversing the wetlands of Tianliaoyang, symbolizing migratory birds flying through the area’s rich natural landscapes.
The project promotes eco-friendly rice farming practices that balance agricultural output with waterbird conservation. Farmers shoulder additional responsibilities—manual weeding, habitat management, and environmental protection—resulting in reduced yields and higher costs. To support these efforts, the brand launched the eco-friendly product Yu Feng Rice, produced without pesticides or herbicides and subject to strict quality testing. Consumers, by purchasing Yu Feng Rice, not only enjoy healthy, delicious food but also indirectly support bird conservation and farmers’ commitment to sustainable agriculture.