BKF 2011 - KARA's Color Food

Special
42 Korea AgraFood
2011
National
Brand
Awards
One of the most important keywords that determines the competitiveness of businesses in the
21st century is “brand.” Since the quality of a product is fundamental to its survival in the global
market, a differentiated brand image is now one of a few factors that can decide whether a product
appeals to consumers or not. The National Brand Awards - an event at which Korea’s best
brands are selected and awarded - is marking its second year. This year a total of 1,953 brands
participated in the competition.
The winners of the national brand awards were chosen through an online survey of brand
awareness, customer satisfaction, and loyalty, as well as the impartial and fair evaluation of a panel
of brand experts. Here are fifteen agricultural and marine products whose brands won awards.
2011 National Brand Awards
Enjoy Reliable Shopping in the Comfort of Home Every Day
Gyeonggi Cyber Marketplace
(http://KGFarm.gg.go.kr) covers
5,300-odd agri-products and agro-specialties.
This direct-dealing type of online
market boasts a membership of
130,000 accounts.
Buyeo-gun runs
a brand, “Goodtrae,”
for its agriproducts
and agro-specialties. The
brand name is given to the superior
products harvested from the best farm
fields. The eight agri-products - button
mushrooms, cherry tomatoes, melons,
oak mushrooms, watermelons, chest-
“Gochang
Hwangtobaegi G
Watermelon” is a
brand of delicious watermelons grown
in the abundant red soil that faces the
sea breeze on the west coast. The watermelons
selected to use the brand
name are exclusively 11 brix or more,
weighing over 6kg, and cultivated in
The keys to the success of the shopping
mall include selecting high-quality,
safe agri-products; giving slots to
the farmers who produce excellent
agri-products; rendering follow-up
services and quality monitoring in association
with consumer groups; and
implementing a recall system in
which producers exchange/return the
Best Produce Grown in the Best Fields
nuts, cucumbers, and strawberries -
each earned the brand name after going
through a rigid screening process.
The products labeled Goodtrae are
grown with eco-friendly farming
methods.
Last year, the brand raked in a
whopping KRW 150 billion through
large distribution chains as well as on-
Luxury Watermelon fetching KRW 170,000
GAP (Good Agricultural Practices)
certified facilities. These strict standards
have gained the branded watermelons
credibility with consumers.
Gochang-gun is putting a lot of effort
into making the watermelon a
health-giving and prestigious fruit: the
county supports watermelon farms on
913ha with awning facilities; develops
products by themselves when a consumer
raises complaints.
The shopping mall organizes various
events including one in which potential
consumers are invited for a “green
tour” to enjoy a hands-on experience of
harvesting farm produce. Check out the
best Korean agri-products on the
Gyeonggi Cyber Marketplace.
line sales networks like G-Market and
Goodtrae Marketplace. They also
pulled in KRW 20 billion through exports.
The brand is now shooting for
KRW 200 billion in this year’s sales. In
future bids to increase brand awareness,
Buyeo-gun plans to carry out numerous
promotion activities and build a
“Goodtrae Eco-Friendly Theme Park.”
superior breeds in the Gochang
Watermelon Test Center; and conducts
research to prevent harm from
repeated cultivation. These efforts
seem to be paying off as the wholesome
watermelons fetch around KRW
170,000 and come in various kinds
such as stevia, germanium, and selenium
watermelons.
Issue189 Jun. 2011
43