Emart Signs Business Agreement with Nongchunjinheungcheong... Leading Coexistence with Farmers

Product Discovery, Consulting, and Store Entry Support

Emart announced on the 19th that it has signed a business agreement with the Rural Development Administration for the mutual development of agriculture and rural areas.

Both parties plan to collaborate on discovering domestic agricultural products and processed goods by region to commercialize and expand sales channels. This agreement was promoted to support farmers exhausted by prolonged COVID-19 and consumption stagnation caused by high prices and high interest rates.

Kwon Cheol-hee, Director of Rural Support Bureau at Rural Development Administration (left), and Hong Seong-su, Executive Director of CSR at Emart, are taking a commemorative photo after signing a business agreement.
[Photo by Emart]

Starting this year, an annual Rediscovery Project will be conducted. The Rediscovery Project is a business where Emart discovers high-quality local specialty products, supporting sales channel acquisition and promotional activities. Based on Emart's distribution know-how, new stories and designs are applied to farm products that reflect regional characteristics and introduced to Emart customers.

Emart has expanded the Rediscovery Project from Gangwon Province in 2018 to Jeju Island and the Gyeongbuk area. In particular, Rediscovery Project stores have been established in representative stores of each region to introduce products reflecting local characteristics to customers. Currently, Rediscovery Project stores have expanded to 11 locations, including Seogwipo Branch, Chuncheon Branch, and Gyeongsan Branch.

About 500 types of Rediscovery Project products are being operated. Sales amounted to approximately 3 billion KRW last year, and greater synergy is expected through this agreement. This year, the project will expand to the Jeolla region, next year to the Gyeongsang region, in 2025 to the Chungcheong region, and in 2026 to the Gangwon and Jeju regions.

An Emart official said, “We will actively promote various collaborative projects to maximize synergy effects for rural coexistence and realize ESG (Environmental, Social, and Governance) values.”