Gwangju City’s ‘Jayeonchae’, Consumer-Selected Most Trusted Brand Award

by Lee jonggu

Published 22 Jan.2025 14:48(KST)

The eco-friendly agricultural product joint brand "Jayeonchae" of Gwangju, a clean area, won the grand prize in the eco-friendly agricultural products category at the "2025 Most Trusted Brand Award by Consumers" ceremony held on the 22nd at the Korea Press Center.

Gwangju City Hall view. Provided by Gyeonggi Gwangju City

Hosted by Digital Chosun Ilbo and sponsored by the Ministry of Trade, Industry and Energy and the Ministry of Agriculture, Food and Rural Affairs, the Brand Award is given to the top leading brands in each category that have accumulated genuine trust from consumers by eliciting consumers' emotion and love based on emotional marketing.

"Jayeonchae" is Gwangju's eco-friendly agricultural and specialty product brand that implies the meaning of "as it is from nature." In 2004, a plan to develop a joint brand for agricultural and specialty products was established, and the brand name was created through a public contest in the same year.

The Jayeonchae brand started granting trademark usage rights in 2006, beginning with Health Country Farm and four other locations, and is currently used by 26 locations and 409 farms. Approved items include over 170 eco-friendly certified agricultural and specialty products from Gwangju, such as oyster mushrooms, shiitake mushrooms, young leaf vegetables, Korean beef, eggs, sprouts, eco-friendly rice, bean sprouts, tomatoes, water parsley, and lettuce.

The characteristics of companies granted the Jayeonchae trademark usage rights include prioritizing the safety of agricultural products by producing eco-friendly agriculture and obtaining pesticide-free agricultural product quality certification, considering consumers' perspectives, and being popular as health foods. Additionally, to newly obtain the Jayeonchae trademark usage rights, companies must receive approval through a strict certification process and rigorous examination by the Jayeonchae Trademark Management Committee. Existing companies with approved trademarks also undergo annual reviews to extend their usage period.

Mayor Bang Se-hwan said, "I am very pleased that Gwangju's eco-friendly agricultural and specialty product brand Jayeonchae has been selected as a brand trusted by consumers," and added, "We will continue to strictly manage it so that consumers can purchase with confidence when they think of Jayeonchae, maintaining the reputation as the best agricultural and specialty product brand through rigorous management."