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Babijoa Challenges the Global Market with Its Functional Rice

Due to the healthy living trend, many people prefer mixed grains to white rice. To appeal to those consumers, producers are offering grains with functional components. One of those producers is Babijoa Corporation specializing in production and distribution of natural functional rice. The company has recently entered the foreign market and is rapidly expanding.

Fun to Watch, Colorful Rice—Yellow, Red, Green, and More
The CEO of Babijoa, Kim Se-won, explains, “Rice is often seen in a negative light, as a carbonate causing obesity and other diseases. However, concerns about the environment and recent findings in nutrition science shed new light on functionally reinforced rice.”
White rice has a great texture but not enough nutrition. On the other hand, mixed grains and brown rice are highly nutritious but less delicious due to poor texture. Babijoa has succeeded in developing functional rice that takes the advantages of both, white rice and brown rice or mixed grains.

In addition, the company applies an evaporative coating technology which minimizes the changes in rice tissue while preserving its texture.
Babijoa offers several types of products: Hongkuk Rice Plus, Turmeric Rice Plus, Chlorella Rice Plus, Blueberry Rice Plus, and 16 Daily Vegetables. Hongkuk Rice Plus is fortified with red yeast and calcium, an important ingredient for bones and metabolism. Turmeric Rice Plus and Chlorella Rice Plus are colored with healthy turmeric and chlorella. Blueberry Rice Plus is a combination of the superfood blueberry and organic black rice. 16 Daily Vegetables is a grain mix containing beet, kale, spinach, and other healthy vegetables.

Functional Rice of Babijoa: Great Texture, Nutrition, and Taste
The Embryo Bud Rice series was released by Babijoa last September and is attracting a lot of attention from consumers. The products contain natural ingredients such as red yeast rice, turmeric, and pine needles in addition to embryo buds which are responsible for 66% of the nutrition in rice. There are several types of products depending on the additional ingredient: Gabajoa, Gabajoa Hongkuk, Gabajoa Turmeric, and Gabajoa Pine Needles. Embryo Bud Rice is highly nutritious and can be used for various dishes—rice porridge, side dishes, salads, yogurt, and many more.

This February, the company launched yet another product series: Ener-Rice. It is a diet snack made with roasted brown rice and vegetables or fruits. “Fruits with Brown Rice” contains Hallabong, citron, and grapefruit. “Vegetables with Brown Rice” uses spinach, lettuce, and broccoli. “Well-being with Brown Rice” is a snack made with jujube, white lotus, and red yeast rice. Finally, “Today as Well Granola” brings together 31 types of vegetables. The caloric value is only 121 kcal per package (30g). Abundant dietary fiber (2.64g) makes the snack both nutritious and effective when dieting. All of the products come in small packages so are easy to carry and to have anytime and anywhere.

Focus on the Development of Products for Export
To demonstrate to the consumer the high quality and safety of its products, Babijoa has obtained HACCP, ISO22000, and organic processed food certifications. Babijoa’s effort is widely recognized as its products were featured in mass media many times and selected in 2015 and 2016 as part of the so-called “Hit 500” products of small and medium enterprises with good business potential. They are now available at large grocery stores, major supermarkets such as E-mart and Lotte-mart, and various shopping malls.

The company broke into the US market in 2013 and plans to accelerate its overseas business in the near future. Currently, its products are sold in the US, the UK, and Taiwan. Kim says, “Since the Korean market is different from markets of other countries, we are focusing on developing products that fit the characteristics of each market.” He adds, “We are doing our best to attract foreign buyers by participating in trade exhibitions. We would like to sell our products in many markets in addition to the three existing ones.”

Babijoa CO., LTD.
Tel 070-7817-1792 (management supporting department)
Fax +82-51-517-7834
E-mail master@babijoa.co.kr
www.babijoa.co.kr

AgraFood  leehw@agrinet.co.kr

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