Hyundai Department Store Group Purchases 200 Tons of Jeju Carrots to Support Local Farmers

Hyundai Green Food Utilizes Juice and Group Meal Menus
Major Affiliates Including Hyundai Department Store Launch Discount Sales

Hyundai Department Store Group announced on the 15th that it will purchase 200 tons of premium carrots from Jeju Agricultural Cooperative Joint Business Corporation. The group plans to promote carrot consumption by leveraging the capabilities of its major affiliates, including department stores, home shopping, and Green Food.

A consumer is examining the 'Jeju Carrot Cake' made with Jeju-grown carrots at the VEZZLY premium bakery brand operated by Hyundai Green Food at the Trade Center branch.
[Photo by Hyundai Department Store Group]

According to Hyundai Department Store Group, this purchase is a measure to support farmers experiencing the "paradox of a bumper harvest," as last year's large typhoons all bypassed Jeju, causing carrot harvests to surge by about 85% compared to the previous year. Since carrot consumption remains steady while production has sharply increased, farmers' profitability could worsen, so the group aims to stimulate consumption to stabilize supply and demand. The amount being purchased this time is twice the average monthly usage of Hyundai Green Food, Hyundai Department Store Group’s comprehensive food company affiliate.

Hyundai Department Store Group plans to first increase carrot usage in group catering through Hyundai Green Food. They will develop various menus using carrots, such as "Carrot Rape Tofu Noodle Vietnamese Wrap" and "Ory Steak with Carrot Puree," and propose these to client companies. Additionally, through food and beverage brands operated by Hyundai Green Food, such as "Bezzle" and "Joan the Juice," they will develop and introduce carrot-based items like carrot cake and carrot juice.

Hyundai Department Store will hold events to promote carrot consumption. Until the 18th, premium Jeju carrots will be sold at more than 55% lower prices than the average price in January last year at food halls in 12 stores across the Gyeonggi, Incheon, and Chungcheong regions. Carrot desserts will also be offered in the department store’s premium customer lounges to increase consumption. Furthermore, Hyundai Home Shopping is considering conducting live broadcasts from Jeju carrot farms through its mobile live commerce channel "Shora." Welfare solution company Hyundai Easywell will hold a carrot discount event targeting 3 million employees of over 2,500 client companies.

A representative of Hyundai GF Holdings, the holding company of Hyundai Department Store Group, said, "Through this carrot purchase, we hope to ease the difficulties faced by Jeju carrot farmers even a little and provide customers with various menus using high-quality carrots. We will continue to carry out win-win activities that provide practical help to local communities while enhancing the competitiveness of food ingredients."