SEOUL -- In a bid to satisfy picky customers, South Korea's major convenience store chain, GS25, is set to introduce a pre-order project for tomatoes. Under this initiative, the store chain's operator will accept orders from customers and deliver the fruits, cultivated in the southern port city of Busan, directly to their doorsteps. Additionally, any dissatisfied customers will receive a 100 percent refund.
According to GS Retail, the operator of GS25, sales of fresh fruits and vegetables at GS25 stores surged by approximately 25 percent year-on-year in the second half of 2023. The popularity of fresh products further escalated in January and February, with sales increasing by about 50 percent compared to the same period in 2023.
The pre-order project for "Daejeo" tomatoes is based on GS25's anticipation of a significant rise in demand for fresh fruits and vegetables via online shopping platforms. Daejeo, located in the western district of Busan, boasts mineral-rich soil conducive to tomato cultivation. Tomatoes grown in Daejeo are renowned for their unique flavor, characterized by a subtle hint of saltiness, earning them the nickname "Jjapjjalee Tomato" (salty tomato in Korean).
GS Retail announced that pre-orders for Daejeo tomatoes will commence on March 4. The convenience store will accept orders for only 200 boxes daily, and the tomatoes will be hand-selected by expert farmers to ensure quality. Delivery of tomatoes will begin on March 11.
Yoo Eun-mi, GS25's merchandise director, emphasized that the pre-order service aims to provide customers with a special purchasing experience. Sales directors will visit the farms in Daejeo during the pre-order period to oversee the quality of the fruits. "Starting with Daejeo tomatoes, we plan to expand our pre-order system to include other categories such as fruits, meats, and seafood," Yoo stated in a press release.
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