Global Olive Oil Brand 'Lachinata Korea' Appoints Jeon Bong-sik as New CEO

2023 Domestic No.1 Olive Brand Ambition Declaration, "We Will Dominate the Domestic Market"

Rachinata Korea's new CEO Jeon Bong-sik is delivering his inaugural address.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Yong-woo] Jeon Bong-sik, the new CEO of La Chinata Korea, held an inauguration ceremony and officially started his duties on the 29th.

La Chinata Korea Co., Ltd., an affiliate of Daesungmun Group, has declared next year as the inaugural year to dominate the domestic olive oil market and is continuing its growth by recruiting experts.

La Chinata Korea is the exclusive official distributor of the Spanish lifestyle brand LA CHINATA in Korea. The company operates three directly managed stores domestically and has expanded to nine department stores nationwide, achieving rapid growth every year.

CEO Jeon Bong-sik joined Samsung Group as part of the 29th class and is recognized as a distribution expert who has worked at Shinsegae Co., Ltd., Hotel Shilla Duty-Free, and handled duty-free business at Hyundai Department Store.

Since starting domestic operations in 2018, La Chinata Korea has targeted the domestic market of ‘LA CHINATA,’ Spain’s national olive oil brand, after market exploration and product testing. The company explained that this talent recruitment was carried out to maximize growth potential in line with this trend.

Established in 1932, La Chinata has established itself as a representative brand of Spanish olive oil for over 90 years, gaining a reputation at home and abroad for its premium olive oil.

Compared to the acidity of high-end olive oils distributed domestically, which ranges from 0.2% to 0.8%, La Chinata’s olive oil maintains low acidity at 0.1% to 0.14% through low-temperature natural processing, preserving natural antioxidants such as oleic acid and polyphenols in abundance.

The company’s products, as a Spanish national representative brand, offer a diverse lineup ranging from Mediterranean and European regional food ingredients to natural cosmetics and are exported to 58 countries worldwide.

In his inauguration speech, La Chinata Korea CEO Jeon Bong-sik stated, “We will lead the leap to become the number one olive brand in Korea by enhancing brand value, boosting sales through revitalizing online business, and creating a virtuous cycle that energizes the organization.”