Emart Launches Fresh Brand 'Farmers Pick'... "Strengthening Grocery Competitiveness"

Emart Farmers Pick logo.

[Asia Economy Reporter Lim Chun-han] Emart announced on the 13th that it will launch a new fresh food brand, ‘Farmers Pick,’ to lead the purchasing standards for fruits and vegetables.

Farmers Pick’s core value is that Emart directly selects farms with excellent expertise and participates in quality control, selection of superior products, and distribution processes to supply delicious fruits and fresh vegetables. Farmers Pick agricultural products undergo strict evaluations based on size, color, weight, variety, national certification, and post-harvest management standards.

Analyzing data from about 1,000 farms in more than 10 regions nationwide with ideal conditions for producing apples with high sugar content due to large temperature differences, only farms that continuously produce high-quality apples are allowed to use the Farmers Pick brand. The apples must meet criteria such as a sugar content of 13 Brix or higher, a crisp texture, and a size that fits 40 to 60 apples in a 15kg box. Paprika must also be grown using eco-friendly methods and pass strict standards for pesticide safety. Only paprika that meets the criteria of vivid color, fresh stems, and a size of 180 to 230g suitable for cooking can carry the Farmers Pick brand.

The reason Emart is launching Farmers Pick is that grocery competitiveness is becoming increasingly important. According to Statistics Korea, last year, agricultural, livestock, and fishery products accounted for only 3.8% of total online transaction volume, but these products made up nearly 25% of Emart’s total sales. This shows that offline demand from customers is significant in the agricultural, livestock, and fishery product category.

To commemorate the official launch of Farmers Pick, Emart will hold a week-long event from the 16th to the 22nd, offering a 10% discount when purchasing two items and a 20% discount when purchasing three or more items across all Farmers Pick products. Representative products include Farmers Pick apples, Shine Muscat grapes, Jeju tangerines, and paprika.

An Emart official said, “Farmers Pick’s vision is to lead the overall elevation of domestic agricultural products,” adding, “Our goal is to expand the product lineup to about 100 items through a network of 10,000 excellent farms next year and achieve sales of 310 billion won.”

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