Homeplus Opens Online Direct Market for Producers and Consumers... Direct Delivery from Production Areas

On the 12th, models are announcing the opening of the online 'Sanji Jiksong Gwan' at Homeplus Gangseo branch.

[Asia Economy Reporter Seungjin Lee] Homeplus announced on the 12th that it has opened an online ‘Direct-from-Farm Section’.

The Homeplus online Direct-from-Farm Section is a system where producers ship products directly from the farm to customers once an order is placed. It helps farmers develop online sales channels while allowing customers to receive seasonal foods in the freshest condition right at home.

The Direct-from-Farm Section signifies the establishment of a direct marketplace between producers and consumers. In particular, it carries the meaning of ‘win-win’ by supporting small-scale farmers who find online sales challenging in developing sales channels and marketing.

Homeplus operates the online Direct-from-Farm Section with an emphasis on producer-centered direct transactions by introducing a ‘Producer Real-Name System.’ By highlighting the producers’ product expertise, it is expected to increase trust in quality and enhance the competitiveness of farms in the mid to long term.

To recruit verified farms, Homeplus has a Direct-from-Farm task force (TF) composed of offline buyers and online MDs who visit farms in person to recruit producers. After onboarding, Homeplus plans to support farms in all distribution areas, including product quality management, sales, delivery, online page creation, and advertising.

Homeplus plans to open the Direct-from-Farm Section sequentially by region, focusing on seasonal products, and expand direct-from-farm sales by collaborating with 200 farms nationwide this year. Above all, it aims to nurture small-scale farms with good product quality but little online sales experience to boost their competitiveness and provide excellent farms with offline store entry opportunities.

Homeplus selected Jeju, where winter seasonal products are concentrated, as the first region for the ‘Direct-from-Farm Section’ and is collaborating with eight farms in the agriculture, livestock, and fisheries categories to offer 26 products. A large-scale discount event will also be held until the 20th to commemorate the opening.

Representative fruits include pesticide-free tangerines, Taibek mandarins, and Jeju Ruby Gold kiwis. In livestock, Tamline, Jeju’s first company certified for excellent product quality (JQ certification), offers 100% Jeju black pork raised directly at industry-lowest prices. Fresh hairtail, tilefish, and mackerel caught in Jeju’s clean waters are also available through direct-from-farm delivery.

Song Seungseon, head of Homeplus Mobile Business Division, said, “As online fresh food transactions continue to grow, we plan to accelerate the expansion of ‘delicious and fresh’ online business starting with the Direct-from-Farm Section.”

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