16 Key Initiatives Established and Implemented
in Line with the Federation's Three Core Strategies
NH Nonghyup Capital announced on October 29 that, in line with the three core strategies of the Nongshim Cheonsim Movement led by the National Agricultural Cooperative Federation, it has established 16 key initiatives that all executives and employees are actively implementing.
Nongshim Cheonsim means that the heart of the farmer reflects the will of heaven. It is a nationwide movement aimed at fostering public understanding of the intrinsic value of agriculture.
The three core strategies of the Nongshim Cheonsim Movement, as promoted by the National Agricultural Cooperative Federation and NH Nonghyup Capital, are: expanding empathy and participation in the value of agriculture and rural communities, increasing agricultural value, and enhancing the value of rural spaces.
All executives and employees are carrying out these strategies by establishing 16 initiatives and a sector-specific implementation system. Each division, department, and employee is required to develop an action plan. Outstanding departments and employees are rewarded with local agricultural products and rural experience accommodation vouchers as motivation.
In the area of expanding empathy and participation in the value of agriculture and rural communities, executives, employees, and customers jointly produce Nongshim Cheonsim Movement content and engage in promotional activities on social networking services (SNS).
Through internal campaigns and agricultural value education programs, the purpose of the Nongshim Cheonsim Movement is shared and embraced by both employees and customers.
In the area of increasing agricultural value, the company is considering launching new loans for the purchase of agricultural machinery exclusively for farmers to support their growth and competitiveness. By providing customized financial services for farmers, NH Nonghyup Capital contributes to creating a management environment that enhances the value of agriculture.
In the area of enhancing the value of rural spaces, the company leverages its existing businesses to improve the quality of life and financial accessibility for farmers through products such as rental cars and auto leases for farmers, as well as loans for purchasing feed for livestock farms.
Jang Jonghwan, CEO of NH Nonghyup Capital, stated, "The Nongshim Cheonsim Movement is not just a promotional campaign, but a movement of empathy and action to protect the value of agriculture and rural communities together. Centered on these 16 initiatives, we will take the lead in building a sustainable rural society through financial support."
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