Support for Market Expansion and Value-Added Creation
Implementation of Hyundai Department Store Entry and F&B Menu Development
"We Will Lead the Promotion of Excellent Farms"
Hyundai Green Food is taking the lead in nurturing outstanding young farmers who will be responsible for the future of agriculture in Korea. The company is launching a farm win-win project that supports promising young farming successors and returning young farmers actively working in major production areas nationwide by helping them expand sales channels and create added value through linkage with secondary industries.
Hyundai Department Store Cheonho Branch is selling agricultural products grown by young farmers at the Hyundai Food Hall. [Photo by Hyundai Green Food]
Hyundai Green Food, a comprehensive food company affiliated with Hyundai Department Store Group, announced on the 28th that it will launch the young farmer cultivation project "Cheongnyeon Sagye (Four Seasons)." Cheongnyeon Sagye signifies the four seasons of young farmers who pour sincere sweat and passion into protecting our land and agriculture.
The Cheongnyeon Sagye project aims to support the expansion of sales channels for agricultural products produced by young farmers and link them to manufacturing and processing (secondary industry) so that they can focus stably on production and research.
Hyundai Green Food’s initiative to nurture young farmers is intended to contribute to preventing the disappearance of rural areas and, furthermore, to establish a network for supplying high-quality premium agricultural products. According to Statistics Korea, in 2022, the proportion of elderly farmers aged 65 or older exceeded 50% for the first time, reaching 52.6%, and the farming population has been decreasing by about 3% annually, putting rural areas at risk of extinction.
Hyundai Green Food operates a mentoring system between buyers and young farmers, providing consulting on the application of eco-friendly and low-carbon farming methods and the selection of varieties based on premium fresh food market trends. The harvested crops undergo a strict verification process and are sold through Hyundai Department Store’s eco-friendly agricultural product brand "Sandeulnaeum." If necessary, B2B (business-to-business) sales support is also provided to about 1,500 client companies.
The company also helps create added value through manufacturing and processing. This involves selling secondary processed products using seasonal agricultural products grown by young farmers under Hyundai Green Food’s food and beverage (F&B) brand. Until the 5th of next month, an event will be held at Sandeulnaeum stores in the food halls of all 16 Hyundai Department Store branches, offering up to 40% discounts on melons, tomatoes, herbs, fruits, and vegetables harvested by young farmers.
Hyundai Green Food plans to expand the number of young farmers supported by the project from 29 this year, up from 16 last year, to as many as 150 within three years. Lee Heon-sang, Vice President and Head of the Product Division at Hyundai Green Food, said, "We will continue to take the lead in expanding sales channels and engaging in community win-win activities so that young farmers can establish themselves as a new hope for Korean agriculture."
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