When you think of Zespri, kiwis come to your mind, and when you think of Sunkist, oranges comes to your mind. This shows that branding is important for exporting agricultural commodities.
The National Agricultural Cooperative Federation plans to unify all the export brands that differ by region and commodity to create one representative agricultural brand of Korea.
Park Jin-hyung has more.
There are about 2,000 agricultural brands used in more than 1,000 local branches of the National Agricultural Cooperative Federation, such as Naju pears, Daegu crab apples and Haman watermelons.
Though familiar domestically, they sound less so to buyers and consumers overseas, so the brands fall behind globally famous agricultural brands, such as Sunkist, Del Monte and Zespri, in terms of negotiations.
To solve this problem, the Federation has revealed the new common brand for exports: NH FARM.
NH is not only an acronym for the Federation's Korean name, but it also stands for nature and health in English. So the name will give the impression that the commodities are high-quality products produced in Korea.
<President Kim Byung-won / National Agricultural Cooperative Federation> "This will be a medium for increasing awareness about our agricultural goods and a promise to the world of good quality."
The Federation's goal is to apply the NH FARM brand to all the fresh and processed products that it exports, increase export volume and create a global brand.
To that end, the Federation plans to strengthen quality control and stability of supply and demand, and use advertisements and marketing that reflect the local conditions to create "food hallyu."
In addition to the existing commodities, the Federation also plans to diversify its exports to include halal foods and flowering products, so that the volume of agricultural exports, which was at 400 million dollars last year, can grow to a billion dollars by 2020.
Park Jin-hyung reporting for Yonhap News TV.
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