TAIPEI (Taiwan News) — Taitung County Government has launched a program that links herb farms with tourism to create a novel travel experience.

The county government said it held an industry briefing Thursday to connect herb growers with tourism and service operators. More than 60 businesses took part, including farms, food companies, and travel firms.

The county government commented that it is focusing on lifestyle branding and real-world use rather than large-scale production, CNA reported.

“Herbs are a natural bridge between agriculture, tourism, and daily life,” Deputy County Magistrate Wang Chih-hui (王志輝) said. He added the county wants herbs to move beyond the farm and into the travel and hospitality industries, according to UDN.

The program is counting on small-scale and flexible partnerships to open up more sales channels for herbs, per Yahoo News. Officials said this step-by-step approach will build working examples and strengthen industry ties.

Officials said the matchmaking is expected to lead to more than 20 new herbal products or services, which are set to reach consumers later this year. They added the county will continue promoting the “Taitung Herbs” brand and fold the results into future marketing and industry plans.