Over 300 Products Across 6 Categories Including Meat, Seafood, and Fruit
"Focused on Discovering Products That Surpass Existing Quality Standards"
On April 22, e-commerce platform Kurly announced the launch of its premium fresh food section, "The Purple Selection."
The Purple Selection is a premium section where fresh foods are curated once more based on freshness, sustainable value, and expanded experiences. It features products that surpass Kurly's existing standards, comprising six categories?meat, seafood, fruit, vegetables, rice, and dried and roasted nuts?with over 300 items.
For meat, Kurly has prepared items such as Hanwoo 1++ beef with a marbling score of 8 to 9, similar to its own brand "PPUL." Products with a marbling score of 8 or higher are typically used in high-end dining restaurants. For seafood, Kurly selects the best products from the day's catch at various seasonal fishing grounds and ports.
Fruit and vegetables have also been further enhanced in quality. For fruit, only those with an average Brix level at least one point higher than existing Kurly products are selected, allowing customers to enjoy seasonal fruit from renowned regions even more sweetly. Currently, items such as Geumsil strawberries and Jeju apple mangoes are available.
Customers can also purchase unique vegetables with distinct flavors and textures typically found in Michelin-starred restaurants. The selection includes familiar options like organic kale, eco-friendly beets, celery, and paprika, as well as items that broaden culinary experiences, such as red sorrel and parsnip.
Rice and dried and roasted nuts are also rigorously selected for high quality. For rice, factors such as milling date, method, and variety are meticulously checked to ensure a chewy texture. For the currently available "7-day Hyangmi" rice, only products milled within seven days are delivered. Since rice begins to oxidize after 20 days post-milling, the 7-day Hyangmi variety offers a significant advantage in freshness. Likewise, for dried and roasted nuts, only products roasted within seven days are selected to maintain their freshly roasted aroma and flavor. The assortment includes products that best express the optimal characteristics of each variety, preserving the unique texture of dried and roasted nuts.
Jeon Mihui, head of Kurly's Onsite Marketing Group, said, "We have gathered only the best products that exceed Kurly's existing selection criteria in The Purple Selection," adding, "We will provide a differentiated customer experience through even stronger product quality and curation."
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