“Green tangerines” refers to unripe tangerines left over in the process of selecting tangerines for juice extraction. They rarely attracted any business interest and were usually discarded because they had little commercial value. These days, however, many eyes are on a company that has transformed these abandoned fruits into a beverage and started exporting its products overseas. That company—Juyoung Agricultural Corporation—has been manufacturing and selling its green tangerine beverages under the brand name “Mio Jeju.”
Green Tangerine, With Its Wide-Ranging Efficacies, Turns into a Beverage
The reason that made this “ugly duckling” into a “swan” is the multiple health benefits of green tangerines. They are known for superb antioxidant and anticancer effects. “I was captivated by the taste of green tangerine juice that I happened to drink one day,” explained Jung Byung-wook, CEO of Juyoung Agricultural Corporation. He decided to dive into the commercialization of green tangerines because he “learned about various effects of the fruit and realized that it has a competitive edge in business.”
Accordingly, in 2013, the company received a technology transfer for production of beverages using unripe tangerines from the Korean Rural Development Administration and began developing products which entered the market in June 2016. Its main products, Mio Jeju and Mio Jeju Sparkling, let consumers experience the refreshing taste of green tangerines to the fullest.
Mesmerizing the Overseas Market with the Refreshing Taste of Green Tangerines
The products of Juyoung Agricultural Corporation received much praise at the 2015 show of the best products of sextiary industry being distributed in the market. The show, hosted by the Ministry of Agriculture, Food and Rural Affairs in 2015, awarded Mio Jeju the grand prize. The beverages were also noticed in the overseas markets, and many foreign buyers started looking at green tangerines as a unique business item.
These successes led Mr. Jung to begin an aggressive marketing campaign, sending samples to buyers he had met at overseas expositions. As a result, the company was able to export its beverages to China for the first time in 2015 and now, about 10,000 bottles are sold there every month.
As a next step, Mr. Jung is planning to launch sales in the halal and European markets. To this end, he has established Jejupen Global SDN, a joint venture with a coconut processing company in Malaysia, and is in the process of obtaining Jakim (the halal certification of Malaysia) and KMF (the halal certification of the Islamic federation of Korea). The joint venture will be manufacturing and selling products containing green tangerine and coconut.
Mr. Jung says, “The acquiring of Jakim and KMF halal certifications will enable us to appeal to consumers in the Islamic market.” He adds, “An enterprise running convenience stores in Malaysia is very interested in our products. We expect to start sales of products in pouches from February.” He estimates that 50,000 to 100,000 units of Mio Jeju can be sold in Malaysia in cooperation with the convenience store enterprise.
At the same time, Juyoung Agricultural Corporation is taking necessary steps to obtain the EMAS (Eco-Management and Audit Scheme) certification, which is an environment-friendly certification in Europe. The certification process, which began last June, is expected to be complete by July this year, with the certificate being issued in September. "Similar to halal certifications, EMAS is a prerequisite for export to Europe," says Mr. Jung. "After the certification process is over, we will start marketing our products through the German Chamber of Commerce."
The sales volume goal for this year is five billion won. Based on the current progress, Mr. Jung is confident that the goal can be reached. In addition to the existing Mio Jeju beverages, the company is spurring the development of new products such as green tangerine tea (liquid) and caramel. Mr. Jung promises, "In 2017, we will do our best to deliver green tangerine beverages and concentrates not only to China, but also to the halal markets of Southeast Asia and the Middle East."
Juyoung Agricultural Corporation
Tel : +82-10-2245-8244
Fax : 070-4726-9029
E-mail : email@example.com
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