"Uiseongjin Rice Launches Brand Redesign"...Comprehensive Overhaul of Quality Management System

Uiseong County in North Gyeongsang Province has embarked on a full-scale initiative to foster its premium rice brand by overhauling its management system to enhance the quality competitiveness of its flagship regional rice, "Uiseongjin Rice."

The county government (headed by Governor Kim Jusu) recently announced that it had held a "Meeting to Strengthen Quality Management and Competitiveness of Uiseongjin Rice," attended by officials from the local Rice Processing Complex (RPC) and representatives of rice-producing farms. During the meeting, they discussed actionable plans to improve the fundamentals of the branded rice.

Discussion Meeting on Enhancing the Quality of Uiseongjin Rice

원본보기 아이콘

This meeting was convened to diagnose the factors behind quality variations and weakening brand competitiveness in the distribution market for Uiseong rice and to shift from simple price competition to a value-added strategy centered on quality. The participants shared issues across the entire production, processing, and distribution stages and agreed on the need for a fundamental overhaul of the quality management system.

To enhance the objectivity and efficiency of branded rice management, the county is restructuring the management framework into a dual system led by the local government and the RPC, with clearly defined roles for each stakeholder in the rice industry. Producers are responsible for cultivating high-quality rice that meets the brand standards, RPCs manage procurement, processing, and production in accordance with raw grain management guidelines, and the government will supervise compliance with brand management standards for products distributed in the market, thereby systematically maintaining brand credibility.

Additionally, to ensure uniform quality, the four existing branded rice varieties (Miso Jinpum, Yeongho Jinmi, Migam, and Ilpum) will be consolidated into two: Miso Jinpum and Yeongho Jinmi. Notably, Miso Jinpum has been selected this year as a variety for public rice reserves, which is expected to help secure a stable production base and further strengthen market competitiveness.

To improve seed purity, government-distributed seeds will be given priority, thereby minimizing quality variation from the raw material stage. The simplification of rice varieties is also expected to strengthen brand identity and enhance consumer recognition.

The support system will also be restructured to focus on performance. Until 2025, support will be provided for production in accordance with changes to rice varieties, but starting in 2026, support will transition to being based on actual production of high-quality branded rice. Then, in 2027, additional production subsidies reflecting actual sales volumes will be introduced, strengthening RPCs' responsibility in management and establishing a support structure linked to market performance.

Kim Jusu, Governor of Uiseong County, stated, "For Uiseong rice to become a trusted premium brand among consumers, thorough quality management must be ensured throughout the entire process, from production to distribution. Based on responsible management by RPCs and the active cooperation of farmers, we will further elevate the brand value of Uiseong rice."

Uiseong County plans to use this management system overhaul and quality innovation to cultivate "Uiseongjin Rice" as a premium branded rice with nationwide competitiveness, thereby strengthening the foundation for sustainable growth in the local agricultural sector.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.