The competition for local food sales among retailers is intensifying. In the past, fresh produce was primarily differentiated by grade, price, and quantity. Recently, however, the focus has shifted to the region, the producers, and the methods used in cultivation and farming as key differentiators. There is a growing trend to reinterpret local ingredients not just as products but as stories that reflect the philosophy of the producers.
According to industry sources, Shinsegae Department Store is expanding its 'Local is Shinsegae' project to include Korean beef. From July 10 to 16, the food halls at its main store, Gangnam branch, Centum City branch, and Daegu branch will feature Cheongbori Korean beef from Yeonggwang and Yeomul Korean beef from Gangjin. The Cheongbori beef is raised on fermented barley feed in a pasture environment, while the Yeomul beef is raised using a traditional method that involves boiling sesame, oats, and barley bran.
Lotte Department Store is branding not just the regions but the producers themselves in its produce section. At the Nowon branch, the premium grocery store 'Repisserie' is showcasing a 'With Farmer' initiative that highlights the agricultural products of outstanding producers. Featured items include 'Kim Seong-hoon Cherry Tomatoes,' 'Seok Hong-soo Melons,' and 'Ye Gwan-ki Raspberries,' among 12 representative products.
Large supermarkets and e-commerce platforms are emphasizing direct shipping from farms. E-Mart is running a promotion through its 'Order to Home' app, delivering summer fresh produce such as plums, sweet corn, freshwater eel, and pork shoulder directly from farms until July 15. Since its launch in April last year, the Order to Home service has seen a growth trend, with the average monthly customer count in the first half of this year increasing by about 34% compared to the average from April to December last year. Similarly, 11th Street is selling seasonal agricultural and marine products through its fresh food specialty section 'Fresh Table,' featuring high-demand summer items like Iksan honey melons, Yeongcheon peaches, new onions, new potatoes, semi-dried croaker, and freshwater eel.
Convenience stores are also reprocessing local ingredients into ready-to-eat meals. GS25 has launched 'Nutritional Chives Duck Gimbap' using chives from Yangju, Gyeonggi Province, purchasing about 10 tons of chives for this product. Seven Eleven has introduced 'Ulleungdo Spicy Hangover Soup Ramen' made with island thistle from Ulleungdo, showcasing a local dish in a convenient cup noodle format.
Consumer interest in local foods is also growing. According to a survey by market research firm Embrain, 82% of respondents reported having purchased local economy (loconomics) foods, and 88% expressed an intention to buy such products in the future.
An industry insider noted, 'It has become difficult to differentiate fresh produce solely based on price. To expand into premium products or direct shipping services, we need to explain the region, the producers, the delivery methods, and the quality control systems to consumers.'
* This article has been translated by AI.
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