A new coffee-focused initiative is to boost the local agriculture and tourism sectors, the Taitung County Government said on Saturday.
The county is seeking to promote locally cultivated coffee under the new “Pacific River Gauge Taitung Coffee” brand, Taitung County Commissioner Yao Ching-ling (饒慶鈴) said, adding that beans for the brand are grown on 143 hectares.
Taitung’s coffee production ranked third in volume nationally and its beans have a distinct regional flavor, thanks to the climate of eastern Taiwan and the advanced agricultural techniques used in the area, she said.
Photo: Chen Hsien-yi, Taipei Times
The project is seeking to expand links between the local coffee industry and the tourism sector, which has posted major gains in the past few years, Yao said, adding that the initiative seeks to boost the slow tourism segment.
The brand would ensure that people drinking coffee from Taitung know where it comes from, Yao added.
The brand was designed to highlight the link between the coffee and the county’s sunny climate, soil and sea, Taitung Agriculture Department Director Hsu Chia-hao (許家豪) said.
His agency is forging links between the county government and corporate partners, such as Hario, a company that is planning to introduce a coffee dripper under the Taitung brand.
The efforts also involve JSL Craft, Toast Living and iDrip, which are working together to create a drip bag brand in cooperation with the county, he said.
The county is also working with local cafes to sell coffee equipment under the brand, he said.
A Web site is being created to introduce coffee-focused agritourism sites to travelers, he added.
The Web site would utilize panoramic photography to enable people to experience the many plantations and beans the county has to offer, he said.
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