CJ Freshway has partnered with CJ ENM to promote the consumption of Gimpo Gold Rice, a local specialty. This initiative aims to support local farmers by connecting media content with group meal distribution networks.
From August 26 to September 17, CJ Freshway provided rice made from Gimpo Gold Rice to over 30 group meal clients nationwide and conducted promotional activities.
This effort was planned in conjunction with CJ ENM's original content program 'Local Calling,' which introduces unique local ingredients. The episode featuring Gimpo Gold Rice included appearances by hip-hop group Dynamic Duo's Choiza and chef Lee Won-il, who highlighted the rice's quality. Gimpo Gold Rice is known for its glossy and clear grains, grown in the fertile soil of the Han River's lower reaches and influenced by the coastal winds of the West Sea.
CJ Freshway purchased a total of 6 tons of Gimpo Gold Rice for this collaboration, serving approximately 13,000 group meal customers. The initiative has been praised for enhancing the recognition of high-quality domestic agricultural products and promoting actual consumption through the group meal channel, which serves numerous customers daily.
This expansion of local agricultural product consumption is part of CJ Freshway's ongoing commitment to coexistence management. Since 2024, CJ Freshway has operated the 'Taste of Coexistence' campaign, discovering excellent agricultural products from across the country and supplying them to group meals and in-house cafes.
A CJ Freshway official stated, "We aimed to connect customers with local agricultural products highlighted in our content, providing them with a unique dining experience while offering farmers practical opportunities to expand their market. We will continue to discover outstanding local agricultural products and spread the value of coexistence based on our group meal business capabilities and distribution infrastructure."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.