O-Nongs Foods: Blending Local Ingredients with Creativity to Wrap Up Rich Flavors of Home and Humanity

Table 3-7 Introduction to O-Nong Foods Co., Ltd.

   The "Master A-Tsung" brand under O-Nongs Foods has entrepreneurial roots that trace back to the 1960s. The brand's founder, Wu Chong-Chiao (Master A-Tsung), began by selling baby cookies and traditional wedding cakes at a street corner near the Mazu Temple. In 1998, confronted with an oversupply and declining prices of Dajia taro, Master A-Tsung, unable to let the farmers' hard work go to waste, developed a rich layered purple taro pastry. This innovation not only successfully addressed the agricultural surplus crisis but also elevated the reputation of Dajia taro, earning him the title of "Father of Taro Pastries in Taiwan." Despite facing setbacks in his business journey, Master A-Tsung remained committed to starting anew and persevering from scratch. The taro pastry he created became a recommended delicacy at the 60th Golden Horse Film Festival and left a lasting impression at state banquets.

Target Customers and Market

   To authentically present the beloved flavors of home, Master A-Tsung insists on using locally sourced agricultural products from Taiwan as raw materials. Thanks to their dedication to quality, O-Nongs Foods has received numerous accolades, including the Golden Quality Award, Golden Ship Award, Industry Innovation Award, and Heritage Award.

   O-Nongs Foods operates ten directly managed stores across Taiwan, primarily located in high-traffic areas such as Mazu Temples and high-speed rail stations, catering to both local consumers and tourists seeking souvenirs. In response to the challenges posed by the pandemic, the company has also expanded its online sales channels. All products are sold under their own brand, renowned for its high quality and appealing flavors, while also captivating consumers with unique designs. Recognizing the affection of international consumers for their products, O-Nongs Foods has proactively begun the process of overseas trademark and intellectual property registration, with plans to expand their product offerings globally in the future.

Leadership and Management Strategy

   O-Nongs Foods is deeply committed to its mission of supporting Taiwan’s homeland by using local agricultural products as raw materials. The company handles everything in-house, from sourcing ingredients in the fields to producing the final products. Master A-Tsung emphasizes that high-quality raw materials are the foundation of exceptional pastries. To ensure the quality and texture of their pastries, the company chooses to purchase the best seasonal crops from trusted local farmers at prices above market value. This approach not only supports local agriculture but also helps reduce greenhouse gas emissions associated with long-distance transportation.

   O-Nongs Foods places a strong emphasis on talent development, actively providing opportunities for young people and employing a significant number of local residents, which helps lower commuting costs for employees. The company is also dedicated to supporting employees with disabilities and fostering a welcoming workplace. Since 2020, in alignment with government initiatives, O-Nongs Foods has focused on securing employment opportunities for students in Taichung, resulting in several students being retained as full-time employees. Master A-Tsung believes that true leadership involves leading with the heart; he cultivates close relationships with his employees, collaborating to protect and pass on the rich flavors of traditional Han-style pastries.

Key Technologies and Service Models

   The quality and taste of pastries are influenced not only by the quality of agricultural products but also by the consistency of the filling flavors and textures, relying on the decades of experience accumulated by master craftsmen. O-Nongs Foods’ pastries not only embody traditional flavors but also consider the dietary needs of various religions, including obtaining halal certification, which demonstrates the company’s genuine commitment to consumer needs. Additionally, to help more consumers appreciate Taichung's local taro culture, O-Nongs Foods has taken the lead in the industry by establishing a handmade experience center. Through these tourism experiences, they guide consumers of all generations to explore taro ecology.

R&D Innovation

   The short shelf life of pastries presents a challenge, prompting O-Nongs Foods to prioritize quick access for consumers to purchase and enjoy the freshest, most delicious pastries. In response to the shrinking market for traditional pastries and competition from imitators, the company continually innovates by launching uniquely flavored and visually striking pastries to seize business opportunities.

   By combining creativity with a deep-rooted traditional culture, O-Nongs Foods has developed pastries rich in folk customs and meanings, such as the “Salvation Cookie,” “Guardian Peace Cookie,” and “Mazu Cookie.” Additionally, the company invests significantly in packaging, using materials that meet environmental standards. With its delicious offerings and thoughtful designs, O-Nongs Foods has firmly established its presence in the competitive pastry industry.

Brand Strategy

   As Taiwanese travelers increasingly seek deeper cultural experiences, O-Nongs Foods' Taro Cultural Center showcases local agricultural products and the characteristics of traditional pastries, becoming a new attraction for visitors to learn about the industry’s history while tasting and purchasing souvenirs. In addition to its core business operations, the company embraces corporate social responsibility by actively participating in public welfare activities, demonstrating that its brand ethos includes a profound love and care for the local community. Since 2013, O-Nongs Foods has supported local cultural revitalization initiatives through tangible actions, such as the Taichung Mid-Autumn Mooncake Gambling Game Festival and the Taichung Literature Award. By leveraging their pastry expertise in collaboration with the cultural and creative industries, the company enhances the visibility of shared promotional efforts while preserving local culture and history.

Industry Challenges and Development Strategies

   Facing the challenges of international food culture, the traditional Han-style pastry market has gradually diminished. Additionally, issues such as labor shortages and rising operating costs compel O-Nongs Foods to continually adjust its business strategies. The company remains committed to product innovation and heritage while actively seeking to expand its sales channels.

   O-Nongs Foods views industry competition as a race that demands constant self-improvement. The company continuously learns and adapts, striving to create consumer demand while delivering high-quality products and services. Today, the brand’s founder, Master A-Tsung, and his three daughters uphold this spirit of continuous improvement by investing in digital marketing to share the delicious flavors of their hometown with the new generation.

Conclusion

   O-Nongs Foods received the Green Travel Seal certification in 2023 for its outstanding performance in management, environmental protection, and social responsibility. Despite the challenges posed by modern food culture, O-Nongs Foods remains committed to preserving the heritage of Dajia's Han-style pastry craftsmanship through exquisite pastry skills. The company prioritizes customer respect and food safety, refusing to be deterred by past setbacks or intimidated by future challenges. Instead, it continues to boldly explore and experiment amidst the waves of globalization and digitalization.