Buying ‘ugly produce’ helps support local farmers. In response to the October hailstorm that hit Danyang, Jecheon, and Chungju in northern Chungcheongbuk-do, local governments in Chungcheongbuk-do and elsewhere have begun to market “ugly agricultural products” such as apples bruised by hail. (Image provided by Chungcheongbuk-do office)
SEOUL, Nov. 7 (Korea Bizwire) – In Seoul’s affluent Gangnam district, historically known for its high real estate prices, an increasing number of homemakers are now on the lookout for what’s colloquially known as “economical imperfect produce.”
Imperfect produce refers to items that may not meet the conventional standards for shape or size but boast excellent quality in terms of freshness, taste, and nutritional value. Interestingly, even in areas known for their high unit prices, a trend towards “price-focused” consumption is emerging during times of escalating costs.
For instance, in September and October, Kim’s Club Gangnam experienced a remarkable 230 percent year-on-year surge in sales following a “Sweep and Save Vegetable” promotion, as reported by Eland on Monday. Kim’s Club is a mid-to-large-sized discount store specializing in food, operated by Eland Retail.
It offers 15 varieties of side dish vegetables at prices up to 60 percent below the market rate, although these items may not be as profitable.
The response to this initiative was overwhelming, with the company selling a staggering 2,400 cucumbers in a single day, representing an eightfold increase from its previous daily sales of around 300 cucumbers.
Kim’s Club Gangnam store manager Ahn Kyung-min shared that some customers were even disappointed by the limited availability of these budget-friendly options, highlighting a growing preference for cost-effective produce, even in the upscale Gangnam shopping district where patrons were traditionally inclined towards expensive vegetables with fancy packaging.
Additionally, Lotte Mart reported that sales of ‘B+ grade produce’ in its four stores located in Seocho-gu and Songpa-gu, Seoul, surged by more than 40 percent year-on-year from January to October.
Buying ‘ugly produce’ helps support local farmers. In response to the October hailstorm that hit Danyang, Jecheon, and Chungju in northern Chungcheongbuk-do, local governments in Chungcheongbuk-do and elsewhere have begun to market “ugly agricultural products” such as apples bruised by hail. (Image provided by Danyang)
During the most recent September-October period, sales in the four Gangnam stores increased by an impressive 70 percent, surpassing the growth rates of all their other stores, which stood at 30 percent. Lotte Mart offers B+-grade products, which are slightly undersized or may have minor blemishes, under the name “win-win produce” at prices up to 30 percent lower than the market rate.
This trend can be attributed to the high price volatility of fruits and vegetables, making imperfect products a more attractive option. In the current year, extreme weather conditions and soaring inflation have led to a significant increase in the prices of several vegetables, such as ginger (97 percent), carrots (33.8 percent), and onions (21.5 percent) from January to October.
The wholesale price of apples is projected to reach 50,000 to 54,000 won for 10 kilograms this month, marking an increase of 79.9 to 94.2 percent compared to last year, as per the Korea Rural Economic Research Institute.
In response to these challenges, online retail giant Coupang has taken steps to support local farmers by purchasing 18 varieties of imperfect vegetables, including radishes, carrots, cucumbers, and bell peppers from regions impacted by adverse weather conditions between July and September.
These items are offered at a 30 percent discount, with products like ‘ugly but delectable white cucumbers’ selling for 4,000 won for a bundle of five, and ‘ugly but delicious zucchini’ available for 1,000 won each.
A Coupang representative highlighted the increasing popularity of ‘ugly but delicious vegetables,’ driven by customers who prioritize freshness, taste, and cost-effectiveness over the appearance of the produce. This initiative aims to create a mutually beneficial scenario for local farmers facing difficulties while also stabilizing prices.
In June, Coupang also procured 60 tons of apples from Yeongju and Chungju in North Gyeongsang Province, which were adversely affected by hail, offering them at a 13 percent discount to provide further support and value to customers.
Ashley Song (ashley@koreabizwire.com)
