Early Morning Delivery Expands Market for "Imperfect Vegetables"... Coupang Purchases 8,000 Tons Over 3 Years

Reducing Farm Disposal Burden and Contributing to Price Stability
Freshness Preserved, Distribution Expanded Nationwide

Coupang announced on November 18 that the cumulative volume of "imperfect vegetables" directly purchased from farms nationwide over the past three years has surpassed 8,000 tons.

Coupang began actively purchasing imperfect vegetables in 2023, the first year of the initiative. Starting with 1,500 tons in 2023, the company directly purchased 3,700 tons in 2024 and more than 2,800 tons from January to October 2025 from local farms across the country. As Coupang steadily increased its annual purchases, the cumulative total over the past three years has now exceeded 8,000 tons. Currently, Coupang works with farms nationwide to handle around 20 types of vegetables, including radishes, mushrooms, carrots, paprika, zucchini, and cucumbers.

Imperfect vegetables are those excluded from general distribution due to not meeting appearance standards, despite having no difference in freshness or taste. Coupang directly purchases these vegetables and offers them at an average of about 20% lower prices. By eliminating complex distribution steps, Coupang inspects and packages the vegetables at its own logistics centers and delivers them to customers via Rocket Fresh early morning delivery.

Imperfect vegetables are gaining popularity among customers who value cost-effectiveness and quality. Products shipped directly from fresh logistics centers are delivered by early morning delivery, allowing customers to receive them with their freshness and flavor fully preserved.

The policy of promoting imperfect vegetables through early morning delivery is providing an opportunity to spotlight a variety of farm vegetables that previously had low customer awareness. Kim Sungsoo, Executive Director of the Songiae mushroom farm, said, "Thanks to Coupang, customer perception of imperfect king oyster mushrooms, which used to be overlooked, has changed positively. Imperfect mushrooms now account for 20% of our total mushroom supply," adding, "Because consumers understand that the shape may differ but taste and quality are the same, disposal costs have decreased and these products have turned into profits."

Coupang plans to further expand its network of partner farms, particularly in mountainous and rural areas. A Coupang representative stated, "Coupang's logistics and technological capabilities are the foundation for supporting farms. We will continue to expand stable sales channels for local farms and create a virtuous cycle by providing customers with fresh and affordable food."

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