Accelerating the Premiumization of the Region's Signature Brand
Aiming for a Leap Forward in the Pure Hanwoo Industry
Hapcheon County in South Gyeongsang Province, together with the Hapcheon Livestock Cooperative, held the "Hapcheon Hwangto Hanwoo First Auction Ceremony" to promote the excellence of Hapcheon Hwangto Hanwoo, the region's representative brand, and to wish for the strengthening of the local Hanwoo industry.
The first auction ceremony was held on the 29th at the Hapcheon Livestock Cooperative Smart Hanwoo Auction Market. The event was attended by about 100 participants, including Hapcheon County Mayor Kim Yuncheol, Hapcheon County Council Chairman Jeong Bonghun and other council members, Hapcheon Livestock Cooperative President Kim Yonguk, National Hanwoo Association Hapcheon Branch President Kim Jongbae, and local Hanwoo farmers, adding significance to the occasion.
Hapcheon Hwangto Hanwoo has been registered as a brand with the Korean Intellectual Property Office since 1999 and is jointly operated by Hapcheon County and the Hapcheon Livestock Cooperative. Only Hanwoo cattle that have been fed with Hapcheon Livestock Cooperative’s exclusive feed containing yellow soil, following a proprietary feeding management program for more than 16 months, are shipped under this brand. The beef is renowned for its tender texture and exceptional flavor.
The Hapcheon Livestock Cooperative Smart Hanwoo Auction Market, the venue for this first auction ceremony, introduced a real-time smart auction system in 2021 and is a large-scale auction market trading more than 9,000 Hanwoo cattle annually. On the first Thursday of every month, large cattle auctions are held, and on the second and fourth Thursdays, calf auctions take place. On the day of the first auction ceremony, 274 calves were put up for auction, and the event was held successfully.
The ceremony began with the filming of the calf auction, followed by a traditional music performance, congratulatory speeches from distinguished guests, and a commemorative ceremony for the first auction. Four individuals who made significant contributions to the development of the Hapcheon Hwangto Hanwoo brand and the activation of the smart Hanwoo auction market were also recognized with awards.
Mayor Kim Yuncheol stated, "This first auction ceremony was a meaningful occasion to widely promote the competitive quality of Hapcheon Hwangto Hanwoo," and added, "We will continue to pursue the sustainable development of the local Hanwoo industry by focusing on breeding superior genetic resources and establishing a stable foundation for calf production."
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