Kids from urban areas experience rice seedlings transplanting in Tongzhou. [Photo/Nantong Daily]

In recent years, in response to the national development strategy for rural vitalization, the Tongzhou district of Nantong city – located in East China's Jiangsu province – has worked hard to promote the steady growth of the farmers' incomes and to expand the local agricultural economy.

It's done this through initiatives combining rural development with tourism, industries and intangible cultural heritage.

To meet the desire by urban residents for a slow-paced rural lifestyle, farms for leisure and to experience agricultural activities were born at just the right moment in Tongzhou and have gradually gained popularity.

Happy Farm, located in Tongzhou's Dongshe town, is one of them. On June 21, the day of Summer Solstice, a rice transplanting experience activity was held. Over 20 groups of families participated, under the guidance of staff from Happy Farm.

"Though covered in mud, the kids were very happy," said Li Li, one of the participants. "They seldom participate in such activities. Through labor, they also get to know that food is hard-won."

In recent years, Tongzhou has also devoted efforts to support the development of leading local agricultural enterprises. Jiangsu Giant Food Co Ltd in Liuqiao town is an example. Integrating planting, processing, marketing, research and development of vegetables, it is engaged in agricultural industrialization.

Every year, Giant Food signs cooperation agreements with vegetable plantations, professional cooperatives and farmers in Liuqiao and surrounding areas, specifying the vegetable varieties, the sowing time, cultivated area and purchase quantities.

What's more, the district's government attaches great importance to boosting rural vitalization through local customs, especially intangible cultural heritage items such as handicrafts.

Xiting cracknel is a traditional snack food in Tongzhou. To better meet market demand, Nantong Xiting Cracknel Co Ltd developed new flavors – cream, orange, sweet-scented osmanthus and scallion oil. With the help of online and on-site sales channels, the company has achieved sales revenue of nearly 20 million yuan ($2.97 million) over the last two years.

Now, there are 33 intangible cultural heritage items of different levels in Tongzhou, which help local farmers to secure a better life.