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Biz News Korea(Eng)
Nonghyup to singularize Korean farm produce exports under NH K-Farm label
- Collected
- 2016.05.19
- Distributed
- 2016.05.20
- Source
- Go Direct
On Tuesday, Lee Sang-wook, chief executive of Nonghyup Agribusiness Group, said that all agricultural products exported by Nonghyup will be applied with the family brand from raw products to processed goods.
Nonghyup plans to develop NH K-Farm as a brand that represents Korean farm produces and pitch them through Korean dramas or mobile channels like the YouTube. It said it is benchmarking Zespri, a joint kiwi brand developed by the New Zealand government in 1997, which accounts for 30 percent of world’s kiwi fruit market.
“In Korea, Zespri earns 100 billion won ($84.5 million) in revenue (every year) but the operation here is looked after by only four supervisors,” Lee said.
Lee said that Nonghyup plans to establish a distribution network that allows it to immediately sell agricultural products through credible local retailers and distributors in the export market. He added that Nonghyup will then set up an overseas branch depending on the demand.
Nonghyup is also expected to pioneer into new markets as part of efforts to boost exports. It plans to cooperate with major online and offline retailers in China such as Beijing Hualian Group and Alibaba Group to expand market entry and promote customized marketing to meet consumer trends in major export countries including the United States.
By Seo Dong-cheol
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]