Xinyi Township's New Highland Mango 'Zai Cong Hong' Targets Off-Season Market

In response to the government’s promotion of local production for local consumption and fresh-from-the-source policies, the Xinyi Township Farmers’ Association held the '2026 Xinyi Zai Cong Hong' - Mango Food Education Promotion Event and New Product Launch on Friday, June 14th at 10:00 AM at the Meizi Dream Factory in Xinyi Township. The event promoted various mango varieties from Xinyi, including Irwin, Manwen, Xiashuei, Shanlin, and the rare Hong Xin Niang. Moreover, in anticipation of the township's steadily increasing mango output, the Xinyi Farmers’ Association has proactively initiated a fresh fruit procurement and processing program. Centered on three core principles — 'artisan dedication,' 'highland cultivation,' and 'natural ripening' — and inheriting the Meizi Dream Factory’s signature lively and joyful local imagery, the association launched the 'Xinyi Zai Cong Hong Mango Dried.' Aligned with current market consumption trends, the product features lightweight aluminum pouch packaging, using vivid anthropomorphic designs to convey the atmosphere of farmers harvesting mangoes. The visual packaging evokes the image of fresh mangoes grown at the foot of Yushan Mountain, allowing consumers to experience the joyful mountain life of Xinyi Township while enjoying its delicious flavor.

Huang Chih-Teng, General Manager of the Xinyi Township Farmers’ Association, stated that the association has initiated this forward-looking fresh fruit procurement and processing operation, positioning itself around the three pillars of 'artisan dedication,' 'highland cultivation,' and 'natural ripening.' Carrying forward the Meizi Dream Factory’s consistent vibrant and cheerful local style, they launched the 'Xinyi Zai Cong Hong Mango Dried' this year. Responding to market consumption trends, they adopted lightweight aluminum pouch packaging and used lively, personified illustrations to convey the ambiance of farmers harvesting mangoes. The packaging visuals further depict the imagery of fresh mangoes from the foothills of Yushan Mountain, enabling consumers to feel the joyful mountain lifestyle of Xinyi Township while savoring the delicious taste.

In recent years, due to global warming and rising summer temperatures, Xinyi Township, traditionally known for grape cultivation during summer, has gradually shifted toward mango farming. Since the mango harvest season in Xinyi runs from early July to late September — later than the main producing regions in southern Taiwan — this off-season cultivation model has resulted in higher market value compared to southern areas. In the past, it even set a historical record at the Taipei Fruit and Vegetable Wholesale Market, selling for NT$760 per kilogram in year 114 (2025).

As Xinyi mangoes pursue a premium market strategy targeting high-end consumers, they differentiate themselves from the high-volume, low-priced southern producers. Xinyi mangoes emphasize that every single fruit is 'Zai Cong Hong' — allowed to fully ripen and turn bright red on the tree before harvest — resulting in chewy, juicy flesh and rich aroma. Currently, mango cultivation in Xinyi Township exceeds 100 hectares and is gradually emerging as the region’s next high-value crop.