Hyundai Green Food Expands Support for Young Farmers with New Online and Offline Specialty Sections

Expansion and Operation of the "Cheongnyeon Sakae" Young Farmers Program
Discounts on Water Parsley, Melons, and More Until May 4

Hyundai Green Food, a comprehensive food company under Hyundai Department Store Group, announced on April 27 that it will expand and operate the "Cheongnyeon Sakae" program, an initiative designed to support and collaborate with young farmers.

Young farmers selling agricultural products they cultivated at the food hall of Hyundai Department Store The Hyundai Daegu, located in Jung-gu, Daegu.
[Photo by Hyundai Green Food]

Cheongnyeon Sakae is a program that Hyundai Green Food has been operating since 2022 to help expand sales channels for agricultural products produced by young farmers, contribute to preventing the decline of rural communities, and establish a high-quality agricultural supply network. To date, young farmers from 62 farms have participated in the program.

The company stated that it plans to expand the Cheongnyeon Sakae program beyond simply selling agricultural products grown by young farmers at Hyundai Department Store food halls. The expansion will include the creation of dedicated online and offline specialty sections that introduce and feature products from young farmers, as well as a significant increase in the number of young farmers eligible for support.

Hyundai Green Food will first set up a dedicated space themed "Monthly Young Farmer" at food halls in Hyundai Department Stores nationwide, where each month a single young farmer will be spotlighted and their agricultural products will be offered at discounted prices. Previously, agricultural products harvested by young farmers were sold under the eco-friendly agricultural brand "Sandeul Naeum." Through the Monthly Young Farmer initiative, more detailed information about the producer, cultivation process, and product characteristics will be provided. In addition, Hyundai Green Food plans to launch a new specialty section for young farmers on its official online mall, Greeting Mall, to further expand sales channels.

The first Monthly Young Farmer featured this month is farmer Kim Sugun from Cheongdo-gun, Gyeongsangbuk-do, who cultivates water parsley. Hyundai Green Food also plans to increase the number of young farmers participating in Cheongnyeon Sakae to 100 and diversify the range of products available for sale.

Furthermore, starting this year, the company will produce and sell secondary processed foods such as "Ice Roasted Sweet Potato" made from sweet potatoes grown in Muan, Jeollanam-do, and "Dried Peach Snacks" made from peaches grown in Goesan, Chungcheongnam-do, at corporate in-house cafes operated by Hyundai Green Food and on Greeting Mall, in addition to existing fresh produce offerings.

Hyundai Green Food will hold the Cheongnyeon Sakae spring season event until May 4. Seasonal agricultural products produced by young farmers from renowned regions across the country?including Cheongdo water parsley, Muan sweet potatoes, Seongju melons, and Goseong blueberries?will be sold at up to 50% off at all 15 Hyundai Department Store locations and at the food hall of Connect Hyundai Busan.

Lee Heonsang, Head of Product Division (Vice President) at Hyundai Green Food, stated, "The core of the Cheongnyeon Sakae program is not simply to support young farmers, but to help them build production and distribution competitiveness. We will continue to leverage our expertise as a food specialist company to support the independence of young farmers and contribute to the sustainability of rural communities."