Lotte Mart Launches Domestic Pure Rice Variety 'Chindeulmi'

[Asia Economy Reporter Seungjin Lee] Lotte Mart is taking the lead in selling domestically purebred rice varieties.

On the 11th, Lotte Mart announced that it will sell 'Chindeulmi,' a domestically purebred rice variety grown in Seocheon, Chungnam, reflecting the increased demand for home-cooked meals due to the novel coronavirus disease (COVID-19).

'Chindeulmi' is a new rice variety developed by the Rural Development Administration, grown in the Seocheon area where the Geum River meets the sea. It contains abundant nutrients, has a sticky texture, and is resistant to rice weevils and pests.

Generally, rice varieties such as Koshihikari, Sindongjin, Odae, and Samgwang are well known, but besides these, there are many domestically developed purebred varieties with excellent quality and taste.

Accordingly, Lotte Mart will exclusively operate Chindeulmi among large retailers to promote and popularize the excellence of domestically developed purebred rice varieties. In addition to Chindeulmi, they plan to continuously expand the operation of purely domestic varieties such as Saechungmu and Yeonghojinmi.

Meanwhile, until the 16th, 'Nature's Answer Chindeulmi 10kg' will be sold to L.Point members for 30,800 KRW, and a limited-time card discount benefit will be offered until the 12th. L.Point members who pay with the event card can purchase it at an additional 10% discount for 27,720 KRW. The early-ripening new rice 'Elgro Autumn New Rice 4kg' will be sold to L.Point members for 16,800 KRW.

Kim Miran, MD (Merchandiser) of the Dry Food Team at Lotte Mart, said, "As demand for home-cooked meals has recently increased, more customers are looking for high-quality rice, and domestic farmers are developing and cultivating good rice varieties. We will continue to operate domestically developed rice varieties, including Chindeulmi, which we are introducing this time."

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