Daesang Launches Meat Specialty Shopping Mall 'Meat Project'

Published 07 Jun.2023 08:14(KST)

Direct Management of Distribution Process through In-house Livestock System 구축

On the 7th, Daesang Group announced the launch of the official online shopping mall for ‘Meat Project,’ a meat specialty brand that allows consumers to quickly enjoy fresh refrigerated steaks at home through Hyesung Provision, a subsidiary of Daesang Holdings.

Daesang Launches Meat Specialty Shopping Mall 'Meat Project'

The launch of the Meat Project shopping mall was carried out in response to the increased consumer demand for meat specialty shopping malls due to the rise in meat consumption. According to the Korea Rural Economic Institute, the per capita meat consumption in Korea increased from 31.9kg in 2000 to 58.4kg in 2020. Along with this, the online market has rapidly grown due to COVID-19, and as the food category has become more segmented, consumer interest in livestock D2C (Direct to Customer) sales has also increased.

Daesang Group’s meat brand Meat Project adheres to six principles: ▲selecting the highest quality raw meat ▲maintaining a consistent temperature ▲fresh processing ▲strict weight selection ▲reasonable pricing through one-stop service ▲and customer-tailored delivery. In particular, by providing a ‘one-stop service’ that integrates the distribution process from sourcing raw meat to wholesale, processing, and retail, it plans to maintain the most important freshness of meat and minimize distribution stages to offer high-quality meat at reasonable prices.

To this end, raw meat is carefully selected under strict standards from reliable origins, and freshness is guaranteed through air direct shipping. Additionally, by reducing the movement of raw meat in the processing plants operated directly, customers can quickly and conveniently enjoy fresh steak meat at home. Furthermore, processing and trimming begin immediately after ordering to maximize freshness, accurately maintain weight, and provide customized services such as dawn delivery and designated date delivery to carefully meet consumer needs.

The Meat Project shopping mall is the only steak specialty mall in Korea, selling a variety of beef and pork cuts including popular steak cuts such as tomahawk, T-bone, and Elbon, as well as cuts for grilling, soup, and bulgogi. The interface is designed intuitively so customers can easily find and shop for the products they need.

To celebrate the mall’s opening, a promotional event is being held. Until August 15, customers can earn 50% of their payment amount as points without limits on amount or frequency, up to a maximum of 200,000 KRW, and the first 50 customers each day will receive a free 200g chuck flap steak.

Choi Kwanghyun, CEO of Hyesung Provision, said, “Focusing on the increase in meat consumption and the consumer mindset of wanting to eat properly even if eating just one item, we have launched a D2C meat specialty brand and Korea’s only steak specialty shopping mall that satisfies taste, quality, and price.” He added, “Starting with the one-stop distribution system, we will grow beyond a steak specialty mall to become a comprehensive meat specialty shopping mall.”