[Jeongeup=Asia Economy Honam Reporting Headquarters Reporter Kim Jaegil] Jeongeup City in Jeonbuk Province has recently taken steps to enhance the competitiveness of its representative brand, ‘Danpungmiin Rice,’ amid rising consumer expectations for food quality.
According to the city on the 21st, Danpungmiin Rice’s brand image has significantly declined due to conventional farming methods used by producers and the weakening central role of the integrated RPC.
Accordingly, to address these issues, the city has reorganized the production complexes, which had been managed loosely, by reducing and intensively operating the area from 800 hectares to 400 hectares.
The complexes selected for this reorganization include eight sites located in Shintaein, Gobu-myeon, and Yeongwon-myeon, chosen based on various indicators such as cultivation environment and farmers’ willingness to participate in the project.
These complexes strictly adhere to the Danpungmiin Rice Safe Cultivation Manual, producing rice that has earned strong trust from consumers.
The responsible department conducts thorough on-site inspections according to the manual, from seed distribution to rice planting and pest control, and shares the results with the producing farmers.
Additionally, the producing farmers, administration, integrated RPC, and three institutions have established an organic cooperative system through continuous education and meetings, actively working to produce consumer-tailored rice from production to purchase.
A city official stated, “We will actively strive to produce excellent Danpungmiin Rice in the reorganized complexes this year to enhance the image of our representative brand and thereby increase farmers’ income.”
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