Since long before, I‘ve heard grandmother telling the story of the most famous product of Chutang, San-Hao Rice. The Yeedon San-Hao Rice Company began with two rice milling factories by the Chuoshui River. With the concerted effort of the five Chen brothers, the Yeedon Enterprise Company Limited was established in the April of 1988. Providing the Taiwanese public with good quality rice was their business objective. From the process of research and development to management, then to marketing, the company continues to devote professional facilities and technologies. Nevertheless, they thrive to ensure excellence in the quality of each grain of rice in each package. Moreover, they have created the “Big Eye” logo of San-Hao Rice. A brand name passed from mouth to mouth all over Taiwan. Grandmother said that the Yeedon San-Hao Rice Company continues to be innovative. They had broken countless records in the market of small packaged rice and turned the consumer market from loose packaged rice to small packaged rice. They were the first of the industry to promote small packaged rice through TV commercials. The brand name became well known. Through our careful interview and research, we’ve found that San-Hao Rice makes up 30% of the small packaged rice market. With a complete service network comprised of seven direct sale divisions, six distributors and five modernized rice mill factories serving 14000 sales locations in Taiwan. Brings consumers the freshest rice products and provides immediate service. This is why the story of how the San-Hao Rice business came about spread across Chutang.