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The Finest Rice Brand ‘Icheon Rice’

Icheon rice, the well known Korean brand, started exporting to captivate the appetites of rice eaters around the world. In Korea it has been historically recognized as the best quality rice from the Chosun dynasty period when it was dedicated to the kings. In recent times it has been exported to Jakarta in Indonesia, the third biggest rice producing country in the world. The amount of rice was seven tons worth 20,000 USD.
The exported price is 28.4 USD per unit (1 unit=10kg), which is 2.7 USD more expensive than the domestic price. The main target consumers are middle and upper class people in Jakarta and the retail price for them is around 35 to 40 USD per unit.

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A pot of cooked rice

Icheon rice is popular in Korea because it contains many nutrients such thiamine, niacin, essential amino acids, vitamins, iron; and it tastes great! The brand name of the exported rice - that has passed through a quality producing system regarding cultivation, harvest, storage, and selling - is ‘Hanoromi.’ It is grown in the finest rice-cultivating area in Janghowon in Gyeonggi-do. There are five kind of Icheon rice; Hanoromi (the best quality among the Icheon rice brands), Haedlemi (precocious species rice), Chamgyeulmi (standard rice), Cheongsemi (washed rice) and Younslemi (organic rice). These varieties of rice meet different customer preference but the Hanoromi brand has been chosen to export to well off consumers in Jakarta.

Icheon rice has been taking the opportunity of exporting as a result of the influence of the 10th World OKTA Leaders Convention and the Export Discussion Meeting in April 2008. Locally, Cho Byeong-don, the President of Mugunghwa Utong Co., (PT.KOIN BUMI), suggested to the mayor of Icheon exporting agricultural products during a discussion meeting. Last year, Icheon-si attended the 2nd Gyeonggido’s best agricultural products’ publicity and sales promotion get together in Jakarta, and contracted an MOU (Memorandum of Understanding) with PT.KOIN BUMI and SAMMICOMMERCE Co.
Rice exporting has significance for two reasons: Its high export price and in Indonesia, the target country for sales, it targets one of the world’s biggest rice producers. Icheon-si plans to enlarge export in a future to Japan, China, and the United States. Han Man-hong, manager of Ssalsarang-team (love rice) in Icheon-si, said: “The quantity of Icheon rice is not enough even for the domestic market because of its tremendous popularity. However, we are going to continue to export because it increases the value of our brand and wins recognition abroad for Korea’s agricultural products.”


Inquiries    Han Man-hong
Tel   +82-31-644-2316
Fax   +82-31-644-2339
E-mail   h1h@daum.net

Park Sung Eun  parkse@agrinet.co.kr

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