HiteJinro Signs Fourth Investment This Year in Startup 'SiktagiinneunSalm'

[Asia Economy Reporter Choi Saeng-hye] HiteJinro has made its fourth startup investment this year.

HiteJinro announced on the 31st that it has selected the food platform company ‘SiktagiinneunSalm’ (service name: Permil), which secures and distributes high-quality fresh food through direct transactions with over 170 production sites nationwide, as an investment target and signed an equity investment contract.

With the online market rapidly growing, the company decided to invest, highly valuing Permil’s marketability, which combines freshness, high quality, and reasonable prices.

To guarantee product freshness and quality, Permil has continuously expanded its production site network by securing 174 production sites nationwide, 66 exclusive partners, and about 20 exclusive contract cultivation items, establishing an exclusive supply structure. Additionally, Permil’s unique feature is producing and introducing interesting stories about products, such as production sites, producers, and varieties, through various content to aid understanding.

Huh Jae-gyun, Executive Director of New Business Development Team at HiteJinro, said, "As the online market expands and domestic consumers’ desires diversify, products reflecting unique lifestyles are gaining attention. We plan to continue investing in startups that keep pace with changing lifestyles, not only in the F&B sector but beyond."

Meanwhile, HiteJinro has actively started investing in startups across the lifestyle sector this year. After being selected as a corporate angel investor, it consecutively signed equity investment contracts with ‘Appa Company’, ‘Ediyeon’, and ‘Devhead’ starting in May. In 2018, it became the first in the liquor industry to sign an investment contract with ‘The Ventures’ and opened a shared office ‘New Block’ in its Seocho-dong headquarters building, operating various accelerating programs.

This content was produced with the assistance of AI translation services.