Global Economic Times

Young Farmer in South Chungcheong Province Pioneers Strawberry Export Market with New Varieties, Achieving ₩2 Billion in Annual Sales: HONG MOON HWA Senior Reporter / Updated : 2025-04-25 19:05:56

Hongseong, South Chungcheong Province – South Chungcheong Province is highlighting the remarkable success of a young farmer who has not only developed new strawberry varieties but has also successfully penetrated overseas markets, generating an impressive annual revenue of ₩2 billion. This achievement comes as the province actively promotes smart farms and the cultivation of young agricultural talent as core policies.

On the 23rd, the provincial government and Hongseong County hosted an export consultation and shipment ceremony at Hetero Farm in Galsan, Hongseong. The event saw the attendance of Lee Jeong-sam, Director of the Provincial Agriculture and Livestock Bureau, along with representatives from Singapore's Freshmart, export companies, and related organizations, totaling 15 participants.

Hetero Farm, the venue for the event, is an agricultural corporation established in 2019 by Choi Yi-young, a 38-year-old self-made young farmer. Despite operating a relatively small 9,900㎡ (3,000 pyeong) smart strawberry farm with only six employees, Hetero has achieved an annual turnover of ₩2 billion. This success is primarily attributed to the six new strawberry varieties developed in-house: Honghee, Misil, Goldberry, Pastel Blossom, Red Fox, and Crunchy Berry.

Among these new varieties, Honghee, developed in 2020, has gained significant popularity due to its firmness, high sugar content, and unique aroma that evolves from peach to floral and green grape notes as it ripens.

Goldberry, a more recent addition developed in 2023, is also a high-firmness variety with an extended shelf life, making it particularly suitable for export. It boasts a delightful sweet and sour taste with abundant juice. Recognizing its export potential, South Chungcheong Province has designated Goldberry as a strategic export variety and has been supporting its export through farmer organization, establishment of a cold chain system, and addressing non-tariff barriers since 2023.

The collaborative efforts between South Chungcheong Province and Hetero Farm in exporting these new strawberry varieties have been met with enthusiastic reception in international markets. Following an initial export of 0.5 tons valued at US$13,000 last year, Hetero has already exported 23 tons worth US$236,757 to Singapore, the United States, and Malaysia as of the 22nd of this year. This export volume constitutes approximately 20% of Hetero's annual strawberry production of 115 tons, with the remaining 80% being supplied to major domestic department stores.

Notably, South Chungcheong Province has been actively promoting Hetero's new strawberry varieties in Singapore since mid-January, supplying 21 tons (US$215,000) to 21 outlets of NTUC and Cold Storage, as well as online shopping platforms.

The recent event served as an opportunity for the province to showcase the excellence of the Goldberry variety to overseas buyers and to further elevate the premium image of South Chungcheong strawberries in the international market.

Director Lee Jeong-sam stated, "We plan to establish specialized strawberry export complexes and build a comprehensive cold chain system throughout the export process to enhance the export competitiveness of South Chungcheong strawberries. We will also continue to identify and foster young farmers like Mr. Choi of Hetero Farm, who can serve as leading examples for those starting smart farms in our province."

This success story underscores the potential of young, innovative farmers and the effectiveness of the province's strategic support in developing high-value agricultural products and expanding their reach into global markets. The focus on quality and the development of unique varieties are proving to be key drivers in achieving significant economic success in the agricultural sector.