Seven Eleven Launches Fresh Food Integrated Brand Seven Farm... Expanding Specialized Stores

Seven Eleven has launched Seven Farm, an integrated brand encompassing the fresh food category.

[Asia Economy Reporter Lim Chun-han] Seven Eleven announced on the 12th that it has launched Seven Farm, an integrated brand encompassing the fresh food category.

Seven Farm conveys the message that you can encounter freshness every day at convenience stores, a daily life platform, with the concept of a nearby and convenient urban oasis farm. It was originally the name of an agricultural product sales corner set up in the mobile app in April last year to support local farms affected by COVID-19, but it was converted into a fresh food strategic brand due to positive consumer response.

It sells not only vegetables and fruits but also meat and seafood. The product lineup focuses on small-sized products for 1-2 people to pursue economic consumption, and different brand cover colors are applied by product category for distinction. Fruits are red, and vegetables are green.

Seven Eleven plans to designate about 400 stores in major residential commercial areas nationwide as Seven Farm specialized stores within this month, organize exclusive zones, and expand to 1,000 stores by the end of the year. The initial product launch includes 8 types of vegetables (cut green onions, peeled onions 2-pack, one-meal vegetable stir-fry rice, etc.) and 5 types of fruits (single banana, jujube cherry tomatoes, etc.). On the 21st, 10 additional types of vegetables will be introduced.

To commemorate the launch of the Seven Farm brand, Seven Eleven is holding a 1+1 event on three types of one-meal vegetables and cut green onions until the end of this month. Using this event, customers can purchase at prices 40-50% cheaper than at supermarkets. Additionally, since the 8th, for two weeks, at Seven Farm specialized stores only, customers who purchase Seven Farm products worth 5,000 won or more will receive a free bunch of green onions, limited to the first 100 customers per store.

A Seven Eleven official said, “Through the Seven Farm brand, we will build an image of healthy and fresh food with differentiated value unique to Seven Eleven.”