Lotte Mart Sells 'Daehyanggeum Hwangdo Peach,' Accounting for 3% of Domestic Peach Production

A farmer Kwon Soon-su is cultivating Daehyanggeum Hwangdo peaches in Goesan, Chungbuk. (Photo by Lotte Mart)

[Asia Economy Reporter Seungjin Lee] Lotte Mart will sell 'Sanjittukshim Daehyanggeum Peaches' harvested from 36 peach farms, including the farm of farmer Kwon Soon-soo in Goesan-gun, Chungbuk, at all stores until the 15th.

'Daehyanggeum (Variety Registration No. 4572)' is a variety applied for plant variety protection by Shinsu Farm located in Chungbuk. It accounts for about 3% of domestic peach production and is a rare variety that accounts for less than 10% of production even in Chungcheong-do, a major peach producing region. It is especially resistant to softening and has excellent shelf life, making it strong against the rainy season, and is characterized by its excellent fragrance.

The 'Daehyanggeum Yellow Peach' introduced by Lotte Mart this time is the result of the Sanjittukshim project, which has been operating since August last year. 'Sanjittukshim' is a project to discover and nurture excellent local product producers who produce agricultural, livestock, and marine products with 'tukshim' (steadfastness) in production areas nationwide. Daehyanggeum peaches are mainly produced in Goesan, which has many mountainous areas with good drainage, even sunlight exposure, and fertile soil.

Song Ha-sook, MD (Merchandiser) at Lotte Mart, said, “During the process of traveling nationwide to find high-quality peaches, we discovered Daehyanggeum peaches and commercialized them as Sanjittukshim peaches. Since it is a rare peach with a small production volume, we hope it will be an opportunity for customers to experience an uncommon product.”

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