In 1986, Lee and Yeh first introduced their brand-name Kuokuang Rice (國光米). Taking advantage of the fertile soil of Fire Mountain and unpolluted water from Daan Creek that runs through the region, both Kuokuang and Shanshui brand rice have a sweet taste and sticky texture. Slowly, Yeh and Lee's hard work and ceaseless promotion started to pay off as their products gradually gained a firm foothold in the nation's rice market.
In addition to their individual customer base, businesses like President Chain Store Corp's (
As health awareness emerged among local consumers in recent years, Yeh and Lee began to develop organic rice that is free of pesticides.
With the help of a rice-cultivation class she established, Yeh raised 500 ducks which feed on weeds and insects, and fertilize the soil with their excrement. Such traditional methods of rice cultivation have proven a good match with today's environmentally-conscious consumers. In January, Yeh and Lee reaped the first batch of tasty organic crops and presented the new product to the market.
Now, the innovative couple also plans to build a rice museum by the side of their farm, exhibiting old agricultural implements, pictures and paintings of traditional farming life. The museum is scheduled to open in March.
"By showing Taiwan's agriculture history, we hope to increase people's respect for the land that nurtures us," Yeh said.
For Yeh and Lee's business, the land -- combined with their hard work and perseverance -- has been nurturing indeed.
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