Agricultural Distribution Innovation Proven by 10 Billion Won in Sales
Uiseong County Wins Top Prize in Gyeongbuk Evaluation
Uiseong County has demonstrated the success of its direct agricultural product transaction policy with concrete figures. By implementing a structural strategy that combines online and offline distribution, the county achieved top marks in the Gyeongbuk Agricultural Products Direct Transaction Evaluation.
Uiseong County (Governor Kim Jusu) announced that it ranked first overall among 22 cities and counties in North Gyeongsang Province in the “2025 City and County Agricultural Products Direct Transaction Revitalization Evaluation,” winning the top prize. The decisive factor was not just the expansion of sales, but the establishment of a sustainable distribution ecosystem.
This evaluation comprehensively analyzed one year of on- and offline sales performance of agricultural specialty products, achievements in direct transaction revitalization, and the implementation of specialized policies by each city and county, covering the period from November 2024 to October 2025.
With a scoring system composed of 90 points for quantitative evaluation and 10 points for qualitative evaluation, Uiseong County outperformed competing local governments by achieving strong results across all categories.
According to the evaluation, Uiseong County’s total on- and offline sales of agricultural specialty products reached approximately 10 billion won. In particular, the county received high marks for significantly increasing the proportion of online sales by actively utilizing non-face-to-face distribution channels such as TV home shopping, online shopping malls, and live commerce platforms.
It is analyzed that moving away from a traditional offline-centered sales structure and establishing a stable online sales system has led to a tangible increase in farm household income.
Uiseong County also showed notable results in the direct transaction sector. The county operated and participated in 85 direct transaction markets annually, achieving sales of around 1 billion won.
Over 400 farms participated cumulatively in these direct transaction events, contributing to raising brand awareness of Uiseong’s agricultural specialty products among consumers in the Seoul metropolitan area and other major cities.
Governor Kim Jusu of Uiseong County stated, “Winning this top prize is the result of collaboration between farmers in the field and the local administration,” adding, “We will continue to expand the distribution network that encompasses both online and offline channels to increase farm incomes and structurally strengthen the competitiveness of Uiseong agriculture.”
The achievement of Uiseong County, which has elevated direct transactions from a ‘supplementary measure’ to a ‘core strategy,’ clearly demonstrates how local agriculture must evolve to survive in the market.
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