GS25 signs deal with Yeoju city to launch salads made with local sweet potatoes
In short
Convenience store chain GS25, operated by GS Retail, signed a memorandum of understanding with Yeoju city in Gyeonggi Province on Oct. 8 to develop food products from local farm produce, the company said on Oct. 9. Under the deal, GS25 will develop salad products using Yeoju's sweet potato brand Daewangnimpyo Yeojukkuma (대왕님표 여주꾸마) and run joint marketing. The first product goes on sale on Oct. 13.
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GS25, the convenience store chain operated by GS Retail, signed a memorandum of understanding with the city of Yeoju in Gyeonggi Province on Oct. 8 at Yeoju City Hall to cooperate on developing processed foods from local farm produce, the company said on Oct. 9. Under the agreement, GS25 will develop salad products using Yeoju's sweet potato brand Daewangnimpyo Yeojukkuma (대왕님표 여주꾸마) and carry out joint marketing. [ 1 , 2 , 3 ]
The first product, Yeojugoguma Dakgaseumsal Eneojibol (여주고구마 닭가슴살 에너지볼), goes on sale on Oct. 13. It combines Yeoju-grown chestnut sweet potatoes and vegetables with chicken breast and eggs. Seoul Shinmun reported that it uses vegetables harvested in Yeoju and is priced at 4,900 won, while Maeil Business said it is aimed at consumers interested in health management and dieting. Yeojugoguma Egeubeikeon Ballanseubol (여주고구마 에그베이컨 밸런스볼) and Yeojugoguma Heoni & Rikota Saelleodeu (여주고구마 허니&리코타 샐러드) are to follow in sequence; Maeil Business said they would be released week by week. [ 1 , 2 , 3 ]
According to Seoul Shinmun, the cooperation is not limited to supplying local produce as ingredients but extends from product development to sales and promotion. GS25 will release the salads with its salad partner, the agricultural company Eunseong (은성). Seoul Shinmun described Yeojukkuma as the city's joint agricultural brand and Yeoju as the representative sweet potato growing area of the capital region, while Maeil Business said the city is known as a producer of chestnut sweet potatoes. [ 2 , 3 ]
Seoul Shinmun reported that the signing was attended by Lee Sung-han (이성한), head of GS Retail's MD division, Yeoju Mayor Lee Chung-woo (이충우), Eunseong chief executive Ahn Eun-yeop (안은엽) and other officials from the company, the city and a sweet potato industry federation. [ 2 ]
"Based on GS25's product planning capabilities, we will inform consumers of the value of local agricultural products and expand various cooperation models that can grow together with the regions," Lee Sung-han said. Maeil Business described the deal as part of GS25's 'loconomy' strategy of using regional specialties, and Seoul Shinmun reported that GS25 plans to use its product planning and distribution capabilities to help widen sales channels for local farms. [ 1 , 2 , 3 ]
Why it matters
The agreement links a convenience store chain with a city's farm brand, covering product development, sales and promotion rather than only the supply of ingredients, according to Seoul Shinmun. GS25 said it aims to inform consumers about the value of local produce and to expand such cooperation models, and Seoul Shinmun reported it plans to help widen sales channels for local farms.
Key facts
- GS25 and Yeoju city signed a memorandum of understanding on developing processed foods from local farm produce on Oct. 8 at Yeoju City Hall. [ 1 , 2 , 3 ]
- GS25 will develop salad products using Yeoju's sweet potato brand Daewangnimpyo Yeojukkuma (대왕님표 여주꾸마) and carry out joint marketing. [ 1 , 2 , 3 ]
- The first product, Yeojugoguma Dakgaseumsal Eneojibol (여주고구마 닭가슴살 에너지볼), launches on Oct. 13 and combines Yeoju chestnut sweet potatoes and vegetables with chicken breast and eggs. [ 1 , 2 , 3 ]
- Seoul Shinmun reported the first product is priced at 4,900 won. [ 2 ]
- Two further products, an egg and bacon item and a honey and ricotta salad, are to follow in sequence. [ 1 , 2 , 3 ]
- GS25 is making the salads with its salad partner, the agricultural company Eunseong (은성), Seoul Shinmun reported. [ 2 ]
Confirmed by several sources
- GS25 and Yeoju city signed the agreement on Oct. 8 at Yeoju City Hall. [ 1 , 2 , 3 ]
- GS25 will develop salad products using the Daewangnimpyo Yeojukkuma sweet potato brand and pursue joint marketing. [ 1 , 2 , 3 ]
- The first product, Yeojugoguma Dakgaseumsal Eneojibol, goes on sale on Oct. 13. [ 1 , 2 , 3 ]
- Yeojugoguma Egeubeikeon Ballanseubol (여주고구마 에그베이컨 밸런스볼) and Yeojugoguma Heoni & Rikota Saelleodeu (여주고구마 허니&리코타 샐러드) are to be released afterwards. [ 1 , 2 , 3 ]
Still unclear
- The price of the first product is 4,900 won. Only Seoul Shinmun reports the price; prices of the later products are not given.
- The follow-up products will be released week by week. Only Maeil Business gives a weekly schedule; the other outlets say only that they will follow in sequence, and no dates are given.
What local media are saying
Timeline, local time
- Yonhap reports that GS25 will launch salads using Yeoju sweet potatoes after signing an agreement with the city. [ 1 ]
- Seoul Shinmun reports details of the signing ceremony, the salad partner and the first product's price. [ 2 ]
- Maeil Business reports the deal as part of GS25's 'loconomy' strategy. [ 3 ]