When we asked Chairman Chen Shui-Sheng about the business ideals of Lian-Fa, he said that quality meant everything. Agriculture in Taiwan in the past concentrated on quantity not quality. Everyone thought high production yield meant money. However, after joining the WTO, low-priced products from overseas were imported in large quantity. The high-cost agriculture industry in Taiwan could not compete with it. Therefore, the consumption market had to be distinguished. High-priced and good quality goods were the only way to stay afloat in the business. This way, peasants could increase revenue without being wiped out. 　

Chairman Chen was not just “talking” about quality. He actually demanded Lian-Fa Rice Milling Factory to comply with quality requirements in all areas such as peasant contract collaboration selection, and requesting them to abide by farmland management system of Lian-Fa so that inferior rice acquisition can be avoided. In addition, the rice milling equipments inside the factory are almost entirely imported from Japan. The whole rice milling process from heat drying, low-temperature storehouse storage, hulling, rice milling, rice washing, to packaging are done in one-line operation. Sorters or vibrators are setup at each step to filter impurities. Rice milling costs are inevitably increased to carry out these operations but as the chairman said, “high quality always leads to the market.”