This Time, Suspicions of Violating the Food Sanitation Act
Baek Jong-won, CEO of The Born Korea, has sparked controversy after it was revealed late that he came up with the idea of using a pesticide sprayer to apply sauce while grilling meat. YouTube channel 'Baek Jong-won'
Baek Jong-won, CEO of The Born Korea, who has been continuously embroiled in controversies related to the company's products, was eventually criminally charged for violating the origin labeling law. Now, he is also facing suspicions of violating the Food Sanitation Act. On the 13th, CEO Baek issued an apology regarding the various controversies, but the company's stock price recently plummeted to an all-time low. This is seen as a result of investor sentiment freezing amid the ongoing scandals.
On the same day, a post was published on an online community raising suspicions that CEO Baek had violated the Food Sanitation Act in the past. The issue pointed out was a scene from the video titled 'Hongseong Global Barbecue Festival' uploaded on November 20, 2023, on the YouTube channel 'Baek Jong-won.' In the video, before the festival, CEO Baek came up with the idea of using a pesticide sprayer to spray sauce while grilling meat. Later, those grilling meat for sale at the actual festival wore backpack sprayers filled with apple sauce and sprayed it on the meat. CEO Baek even expressed his approval, saying "This is great," upon seeing this.
Baek Jong-won, CEO of The Born Korea, has sparked controversy after it was revealed late that he came up with the idea of using a pesticide sprayer to apply sauce during the meat grilling process. YouTube channel 'Baek Jong-won'
According to the Ministry of Food and Drug Safety (MFDS), it is necessary to confirm that utensils used in food preparation are 'food-grade.' If they are not food-grade, there is a risk of harmful substances such as heavy metals leaching out, so only utensils or containers manufactured for food use must be used.
Food-grade utensils refer to cooking tools that comply with the standards and specifications of the Food Sanitation Act and the standards for food utensils, containers, and packaging. Food-grade utensils are marked with the words 'food-grade' or a 'food utensil symbol.' The material name and safety precautions for consumers are also specified.
The backpack sprayer shown in the actual video is presumed to be a product that has not received such certification. When searching for products identical or similar to the one shown in the video, only sprayers for pesticide application or disinfection are found, but no food-grade products are available.
A netizen identified as A, who pointed out the issue, said, "We use cooking utensils when preparing or eating food. Even rubber gloves for kimchi-making and toys that children might put in their mouths receive MFDS certification," adding, "This is due to concerns about heavy metals. But Baek Ssaem (Baek Jong-won) doesn't seem to care much about that." He continued, "I wonder if the container was properly cleaned. Even if the container was, the hose and spray nozzle themselves are probably made of heavy metals," and said, "I have filed complaints with the National Petition Office and the MFDS."
Baek Jong-won, CEO of The Born Korea, has sparked controversy after it was revealed late that he came up with the idea of using a pesticide sprayer to apply sauce while grilling meat. YouTube channel 'Baek Jong-won'
CEO Baek and The Born Korea have been continuously embroiled in controversies since early this year. Ahead of the Lunar New Year holiday, the 'Baek Ham Gift Set' sold at a discount sparked a 'marketing controversy' due to its excessively high price compared to the industry’s top product. On the YouTube channel, a video showing cooking next to a liquefied petroleum gas (LPG) tank led to a fine being imposed.
Additionally, the fruit beer ‘Gamgyul Oreum’ released by The Born Korea’s franchise Yeondon Bolkatsu faced issues due to insufficient content. The chicken steak meal kit, heavily promoted with an emphasis on farmer cooperation, was revealed to have chicken sourced from Brazil. It was also later disclosed that The Born Korea used a vinyl greenhouse near the Baekseok factory for unauthorized purposes and received a demolition order from administrative authorities. Consequently, the Yesan Police Station has received a complaint against The Born Korea and Yedeok Academy for violations of the Farmland Act, Mountainous Area Management Act, and Building Act, and is conducting an investigation.
Recently, it was also revealed that the raw materials of products promoted as domestic were actually from China. Furthermore, a meal kit that labeled Chinese garlic as domestic caused controversy, and CEO Baek was eventually criminally charged for violating the origin labeling law. In response to the series of controversies, on the 13th, CEO Baek posted an apology on The Born Korea’s website, stating, "I deeply feel responsible and sincerely apologize for causing concern to many people due to issues related to The Born Korea," and promised, "We will promptly improve all matters, including legal issues."
Amid the ongoing controversies, The Born Korea’s stock price hit its lowest since listing. According to the Korea Exchange on the 11th, the company's stock price (as of 9:20 a.m. that day) fell to 28,500 KRW early in the trading session. This marks a plunge beyond half from the all-time high of 64,500 KRW since listing, entering a further downward trend.
Industry insiders attribute The Born Korea’s controversies and stock price slump more to 'owner risk' than to business performance. Since CEO Baek has established himself as a leading figure in the domestic food service industry, his actions significantly impact the company’s image and stock price. As the company’s stock price falters, shareholder discussion boards on portal sites have become venues for harsh criticism. Some posts have even called for delisting.
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