Haenam-gun Wins 'Grand Prize' in Agricultural Products Marketing Competition

Published 15 Dec.2021 14:19(KST)

First Award Recipient at the County Level... Directly Operated Shopping Mall Haenam Miso Achieves Success in Activating Local Distribution

Haenam County received the Grand Prize in the local government category of the 2021 Agricultural Products Marketing Awards. ⓒ Asia Economy

[Haenam＝Asia Economy Honam Reporting Headquarters Reporter Kim Hyun] Haenam County, Jeollanam-do (Governor Myung Hyun-kwan) received the Grand Prize in the local government category of the 2021 Agricultural Products Marketing Awards, earning the Minister of Agriculture, Food and Rural Affairs Award and a prize of 5 million won.

According to the county on the 15th, the Agricultural Products Marketing Awards, now in its 12th year, are hosted by the Agri-Food New Distribution Research Institute and sponsored by the Ministry of Agriculture, Food and Rural Affairs, Korea Agro-Fisheries & Food Trade Corporation, and NongHyup Economic Holdings. The awards recognize outstanding production and distribution organizations, companies, and local governments in the horticultural agricultural products sector that have led distribution innovation to strengthen the competitiveness of agriculture and rural areas.

Haenam County is the first county-level local government to receive the grand prize, firmly establishing its status as a leader in agricultural product distribution and marketing.

Haenam County operates an integrated marketing organization through a two-track system consisting of 11 regional agricultural cooperatives and 12 corporate business groups. The county supports production area producer organizations, integrated marketing, and joint brand development, achieving results in revitalizing production area distribution.

For major agricultural products such as Haenam Sweet Potato and Haenam Cabbage, the county has expanded its scope beyond production and distribution to include processing and experiential tourism linked to government public project programs, resulting in increased farm income and enhanced brand value of local agricultural products.

Despite the nationwide contraction of the consumer market due to COVID-19, Haenam Miso, the county-operated online shopping mall, surpassed 20 billion won in sales this year, demonstrating a successful case as the nation's top public shopping mall.

Governor Myung Hyun-kwan stated, “Although it was a more challenging time than ever to sell agricultural products due to COVID-19, we have turned the crisis into an opportunity through the activation of online distribution.” He added, “We will continue to strive to expand the production base of the region’s representative agricultural products and to diversify and specialize distribution to create farm income and revitalize production area distribution organizations.”