Thanks to the 'Jecheol Core' trend... Hyundai Green Food sees increase in fresh food pre-order sales

March Pre-Order Sales Jump 49% Year-on-Year
Seasonal Core Trend and Ingredient Distribution Capabilities Drive Growth

Hyundai Green Food, a comprehensive food company affiliated with Hyundai Department Store Group, announced on the 10th that sales from its fresh food pre-order service conducted last month increased by 49% compared to the same period last year.

The pre-order service is offered through Hyundai Green Food's official online mall, Greeting Mall, delivering seasonal agricultural, fishery, and livestock products. Orders are accepted in advance, quantities are confirmed two days prior, and then delivered. The company explained, "Since its launch in 2021, sales have steadily increased, with a 28% growth last year compared to the previous year," adding, "The number of products sold through the pre-order method also rose from about 30 in 2021 to 135 last year."

This service is gaining attention as the 'Seasonal Core' trend is becoming popular, especially among younger generations. 'Seasonal Core' is a newly coined term combining 'Core,' which refers to a specific trend or style, with 'Seasonal,' describing the phenomenon of perceiving the enjoyment of seasonal foods as trendy.

In fact, the MZ generation that enjoys Seasonal Core delights in eating seasonal foods and sharing them on social networking services (SNS). The number of Instagram posts mentioning 'seasonal' increased by about 79%, from approximately 95,000 in 2022 to about 170,000 last year.

Moreover, Hyundai Green Food's expertise and network in food ingredient distribution synergize with the Seasonal Core trend. Based on a nationwide producer network built through supplying ingredients to Hyundai Department Store food halls and over 600 group catering sites, Hyundai Green Food secures and sells seasonal agricultural, fishery, and livestock products at their optimal peak taste periods.

A company representative stated, "We communicate with a total of about 500 agricultural, fishery, and livestock producers, including 30 designated farms and ranches nationwide, starting six months before the harvest season to check the growth environment of the year and manage expected harvest times," adding, "Through systematic management, we can provide fresh foods not just at the 'seasonal' time but at the most delicious 'right time.'"

This year, seasonal fruits and other agricultural, fishery, and livestock products introduced through the fresh food pre-order service have continued to sell out. Representative examples include 'Gyeongnam Sancheong Mannyeonseol Strawberries,' 'Jeju Jocheon Redhyang,' and 'Jeonnam Yeonggwang Chamgulbi' launched in January, as well as 'Chungnam Asan Low-Carbon Han-don Pork Belly and Neck Set' and 'Gyeongbuk Pohang Guryongpo Boiled Bakdal Crab' sold in February.

Hyundai Green Food plans to increase the number of pre-order items by 30% this year to about 170 types. In addition to fresh foods, they will diversify their product lineup by selling secondary processed foods made from domestic seasonal agricultural products, such as 'Ice Roasted Sweet Potato' made from Muan sweet potatoes and 'Cabbage Gonjjangi (dried cabbage strips)' made from Uiseong cabbage.

Starting this year, agricultural products produced by young domestic farmers will also be introduced through pre-orders. Since April last year, Hyundai Green Food has been operating the 'Young Farmer Development Program (Cheongnyeon Sagye),' where agricultural product specialists propose varieties that match the latest market trends to young farmers and provide know-how on eco-friendly and low-carbon farming methods. Over the past year, Hyundai Green Food has provided consulting to 31 young farmers and plans to select excellent products among them for sale through the pre-order service starting this year.