NongHyup Launches 'National Rice Consumption Promotion Campaign' to Stabilize Rice Prices

NongHyup has decided to launch a large-scale rice consumption promotion campaign to stabilize rice prices.

The NongHyup Central Association announced on the 29th that it plans to continuously promote the "National Rice Consumption Promotion Campaign" until the end of the year by investing a budget of 100 billion won to fundamentally resolve the difficulties faced by farmers due to the recurring instability of rice prices every year.

To this end, NongHyup will comprehensively promote ▲ the national "Eat Breakfast" campaign ▲ expansion of rice exports and sales ▲ revitalization of the rice processed food market. Through this, they plan to consume about 50,000 tons of inventory currently held by regional NongHyup branches and restore the annual per capita rice consumption of 60 kg before COVID-19, thereby contributing to the stabilization of rice prices.

Exterior view of NongHyup Central Association.

Specifically, they plan to create a nationwide rice consumption boom by promoting the Eat Breakfast campaign across the entire organization. In addition, they will expand participating schools, distribution companies, and enterprises in university programs such as "1,000 Won Breakfast," convenience store campaigns like "Everyone's Breakfast," and corporate "Worker Breakfast" programs, which were previously conducted with the government, to generate real demand for breakfast.

Along with this, leveraging the Korean Wave, they will focus on promoting exports of rice and rice processed products. They plan to support ancillary costs such as transportation fees, which have been the biggest obstacles to exports, to increase export volumes, while diversifying export products such as frozen gimbap and conducting promotions at local Korean marts and Korean restaurants.

To revitalize the rice processed food market, NongHyup will also strengthen its production capabilities by developing hit products. They plan to build a production base and activate sales of rice processed foods by supporting NongHyup branches that produce and sell rice processed foods or supply rice for processing and alcohol production.

Furthermore, to promote the consumption of domestic rice, they will hold evaluation contests from August to November to discover excellent traditional liquors and rice processed foods, and in December, they will host the "Our Rice, Our Liquor K-Rice Festa," including an awards ceremony for outstanding entries, continuing the atmosphere of rice consumption promotion.

Kang Ho-dong, Chairman of NongHyup Central Association, said, "In difficult and hungry times, the comfort given by a warm meal is a precious memory that cannot be exchanged for anything else, and Korea has achieved its current economic development through the power of rice alone." He added, "NongHyup will launch a large-scale rice consumption promotion campaign to restore the value of the power of rice, breathe new life into the rice industry, and lead the stabilization of rice prices."

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