Jeonbuk Province Opens 6th Rural Convergence Industry Excellent Products Store in Jeongeup City

Jeongeup Horticultural Cooperative Jeonbuk Rural Convergence Industry Excellent Product Center (Branch No. 6). Photo by Jeonbuk Province Provided

[Asia Economy Honam Reporting Headquarters Reporter Kim Tae-in] Jeonbuk Province announced on the 6th that it will open the 6th Jeonbuk Rural Convergence Industry Excellent Products Store (hereinafter referred to as the Antenna Shop) at the Jeongeup City Horticultural Cooperative Local Food Direct Store on the 7th.

The Antenna Shop is a type of marketing space designed to increase awareness of rural convergence industry certified products among consumers, test consumer responses, and enable producers to sell products that consumers want.

The 6th Antenna Shop, newly opened this time, is located inside the Jeongeup Horticultural Cooperative Local Food Direct Store and houses 160 products from 30 locations, including health foods, sauces, snacks, and ready-to-eat foods.

The products in the store were selected through an Antenna Shop product evaluation meeting held at the end of last year. They have been improved in line with changes in agri-food trends and are expected to increase consumers' purchasing motivation.

Additionally, the store operation is directly managed by the ‘Jeonbuk Rural Convergence Industry Management Cooperative,’ composed of members certified by Jeonbuk Province’s rural convergence industry certification management bodies. This aims to create synergy among certified management bodies and lead Jeonbuk’s rural convergence industry.

Currently, Jeonbuk Province operates five Antenna Shops that promote and sell rural convergence industry certified products and local specialty products. Last year, sales grew by 31% compared to the previous year, reaching 2.1 billion KRW, successfully realizing the value-based agriculture of Samrak Nongjeong.

Choi Jae-yong, Director of the Agriculture, Livestock, and Food Bureau of Jeonbuk Province, said, “This is very welcome news for rural convergence industry certified management bodies struggling with business operations due to the prolonged COVID-19 situation,” and added, “We will continue to provide active support to expand the market for Jeonbuk’s excellent rural convergence industry products.”

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