WINNERS GALLERY

Q1. How was the brand ‘Saenggeojincheon’ made?

Saenggeojincheon rice, one of five agricultural specialties of Jincheon-gun, is recognized for its superior taste, glossiness, and chewy texture. Jincheon-gun deeply appreciates this as Saenggeojincheon rice was recognized for its superiority.

Saenggeojincheon was developed in 2008 in order to secure consumers’ confidence and increase the income of rice farmers as the governor allowed the producers of good agricultural specialties in Jincheon-gun to use a joint brand to enhance the image of their goods.

Jincheon, Chungcheongbuk-do is called ‘Saenggeojincheon’ meaning that it’s the perfect place to live because of the superb nature and environment, fertile land, good harvest, and the generosity of the residents. Using the name ‘Saenggeojincheon’ as the brand for good agricultrual products, Jincheon-gun aims to make people recognize the agricultural specialties from Jincheon-gun as prestigious agricultural products.

Q2. What kinds of activities are implemented to enhance the brand value?

Jincheon-gun approves the producers of good agricultural specialties to use the brand ‘Saenggeojincheon’ in accordance with the strict and sophisticated assessment standards of 12 items, including △farming experience, △ popularity and achievement, △ suitability to detailed quality criteria per goods, △ distribution status of products, and △ objective quality control status every second year for identifying good agricultural specialties and securing consistent quality, and continuously checks the quality management status every year.

Moreover, Jincheon-gun implements strong administrative actions, including the cancellation of approvals and the suspension of use of the brand in order to prevent damage to Saenggeojincheon image or infringement upon the quality specifications or guidelines for the safe use of pesticides by those who are approved to use the brand Saenggeojincheon.

Q3. What is the future plan?

Jincheon-gun will develop policies and expand markets more progressively in order to strengthen the competitiveness of Saenggeojincheon rice as rice is the main staple of Korea.

For coping with the rapidly changing rice industry environment, the Saenggeojincheon rice variety was changed from Chucheong rice, the exotic variety, to Alchan rice, the Korean variety last year. Alchan rice is very delicious with disease tolerance against rice blight and bacterial blight. Selecting and promoting Alchan rice as the representative rice variety of Jincheon-gun, Jincheon-gun will enhance the value of Saenggeojincheon rice, which is recognized as the quality rice representing Korea.