WINNERS GALLERY

The collaborative brand ‘Goodtrae’ was developed in 2003 to adapt to the rapidly changing market environment and to embody the desires of the residents of Buyeo County, Chungcheongnam-do. The use of the brand ‘Goodtrae’ has been granted to companies that have passed rigorous evaluation criteria, including △farming experience, △internal quality control, △production facilities, △distribution status, and △external credibility every two years. So far, a total of 694 organizations have been authorized to use the brand and are actively sharing its value.

Buyeo County supports systematic operations to enhance the capabilities of authorized organizations through △management education, △tailored consulting, and △management performance analysis. Buyeo County also conducts regular inspections of farms by deploying dedicated quality management personnel. Furthermore, Buyeo County rigorously manages product quality through quality checks by a consumer monitoring group both online and offline. As a result, in the first brand valuation conducted in 2023, Goodtrae was evaluated △with a national recognition rate of 48.5% and △ a monetary value of the brand 392.9 Billion won, surpassing its product sales revenue of 302.9 Billion won by 127% . Buyeo County is not complacent with these achievements and is currently pushing for amendments to the ordinances to strengthen the criteria for Goodtrae brand authorization and is promoting brand globalization. Efforts include △opening overseas specialty stores, △expanding export channels through the formation of specialized areas, and △striving to establish itself as a global brand through the dissemination of excellent technologies.

Park Jeong-hyun, the mayor of Buyeo County, stated in his inauguration speech, “The year 2024, when Goodtrae celebrates its 20th anniversary, is a significant year.” He added, “I will make it the starting point for a leap forward to re-establish the value of our brand, which has historical and identity significance, and ensure the stable production of high-quality products, aiming to become a ‘Goodtrae’ that continues for 100 years as a global brand.”