TAIPEI (Business Today/TVBS News) — When traditional industries face stagnation, how do successors discover new opportunities? "We raise 2,000 Angus cattle, the largest number in Taiwan," proudly remarked Chen Po-yin (陳柏吟), the general manager of Farm Around You (農場晃晃), as she drove a Business Today (今周刊) reporter along the narrow roads of Baozhong Township, Yunlin (雲林褒忠).
Farm Around You serves clients such as Santa Cruz (統一聖德科斯), Green & Safe (永豐餘生技), Yoo Ho Farm (悠活農村), and An Yong Fresh (安永鮮物), along with Michelin-starred Mountain and Sea House (山海樓), Sur- (澀 Sur-), and EMBERS. In the past, most Angus beef consumed in Taiwan was imported. How did Chen, a gerontology graduate of the University of Southern California, transform from a novice to the leader of Taiwan's largest Angus cattle farm?
"I never expected to take over," Chen confessed. Coming from a livestock family in Yunlin, she had four siblings who were not interested in the family business. Her father, facing age-related physical decline, contemplated selling the farm. In 2013, with a keen interest in business management, she resolutely returned to Taiwan to assume the family business.
Learning from Scratch: Observing Sows in the Pigsty at Night
In fact, many farms, both domestically and internationally, entrust breeding tasks to veterinarians. However, Chen was unwilling to let others control this key aspect of her business, opting to learn the technique herself. Her initial task after assuming control was to expand the scale of farming.
The family's feed business operated on monthly credit terms, which carried the risk of customer defaults. Chen considered that by increasing their own breeding numbers, they could produce and sell their own feed, thereby reducing feeding costs. Daring to invest, she utilized family capital, along with loans and agricultural subsidies, investing millions to acquire unclaimed barns and install equipment like temperature control, water curtains, and slatted floors.
This approach indeed proved effective, significantly enhancing productivity. The number of pigsties increased from less than 10 to 22, and new automation equipment reduced manpower requirements from three to one per site. These changes established a solid foundation for Farm Around You, with annual revenue growing from millions to over 300 million in 2023.
In 2018, Farm Around You embarked on its second transformation, starting to raise Angus cattle. Taiwanese beef largely came from retired dairy bulls, with over 95% imported. Seven or eight years ago, the government began actively encouraging local breeders to raise diverse cattle breeds. Farm Around You was one of the businesses responding to this policy.
Chen saw a definite market for raising local Angus cattle, given the Taiwanese fondness for steak. Although some in Taiwan attempted to raise Angus cattle, the reluctance to give up dairy bulls resulted in unstable supply and quantity. The significant capital expenditure further discouraged others from venturing into cattle farming. "This is asking for trouble!" Chen quipped.
Encountering Challenges: Modifying Feed Formulas to Enhance Meat Quality
To demonstrate Farm Around You's ability to provide a stable supply, she decided to increase production. She invested millions to airlift over 200 Angus cattle to Taiwan within a month. These cattle were mated with Australian Wagyu and raised for more than 28 months.
At first, Chen encountered challenges because of incorrect feed formulas. To address this, she utilized her family's feed mill advantage, adopting flaxseed and soybean residue as feed ingredients to enhance meat quality. However, this also increased prices by 20-30% compared to imports.
Understanding that selling to wholesalers and markets would prevent distinguishing premium Angus from regular beef, Chen opted to cut and package the meat herself, officially launching the "Farm Around You" brand in 2021.
At the time, many Michelin chefs aimed to incorporate locally produced ingredients into their dishes, garnering attention for Farm Around You's beef upon its launch. Also, the rise of home cooking during the pandemic prompted e-commerce businesses to approach them for partnerships.
Following the establishment of a strong reputation, channels such as Santa Cruz, Green & Safe, Homemakers Union (主婦聯盟), and well-known restaurants started making purchases. "Just as wine can capture the flavor of the local soil, so can meat," remarked Chef Wes Kuo (郭庭瑋) of the Michelin Green Star restaurant EMBERS, which uses various types of meat from Farm Around You, including beef and pork. He highlighted their capacity to provide custom cuts, enabling restaurants to offer differentiated menus.
However, as Farm Around You expanded, they faced labor shortages that could affect production. In response, Chen stated plans to introduce more remote management systems, aiming to use technology to address challenges in traditional livestock farming.
Following the successful transformation of the farm, Chen announced plans to collaborate with food manufacturers to export products such as "beef bone soup," intending to enhance the visibility of local brands.
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This article is excerpted from the December issue of Business Today; for more articles, please visit the Global Views Magazine website
Here is the link to the Chinese story: 她學長照11年前卻回雲林接家業，養安格斯牛成全台最大牧場…晶華軒、山海樓等米其林餐廳都是客戶