◆《Packaged into Juo Sui Rice or Chi-Shang Rice 》

Houbi Town is situated in Chia-Nan plain. The temperature is temperate, the soil is fertile, and there is no industrial pollution. In addition, under the water irrigation control of Chia-Nan River system, rice produced is high in quality. However, due to the lack of marketing and sales concepts during early periods, over the past decades, rice produced was sold to rice vendors who packaged and sold it as Shi-Luo Juo Sui Rice or Taitung Chi-Shang Rice. Therefore, it enjoyed no public attention at the time. 　

◆《Houbi Farmers’Association and local rice vendors began creating their own brand》

In recent years, Houbi Town Farmers’ Association has actively promoted self-produced rice in order to boost the rice industry. In 2003, application was filed for“Hou Nung Rice.” [Taikeng No. 9, No.14, and No. 16] In 2004, Tai-Keng No. 9 filed application for “Lan Li Rice” used as trademark for another brand. The price is medium. In December, 2005, “Lan Li Hsiang Rice” as released. Many rice milling factories in the town established rice production and sales special zones and established their won brands such as Fang Rong Rice Milling Factory that released “He Chia Rice” [the rice production and sales special zone won 1st place in the 2005 assessment rating] Lian-Fa Rice Milling Factory used “Shang Shui Rice” as its trademark while Rong Hsing Rice Milling Factory had “Rong Chuan Peng Lai Rice.” The prices were medium to high. Rice produced in Houbi gradually gained position, recognition, and fame.