Shinsegae makes peach prices cheaper with farm-to-table system

[Courtesy of Shinsegae Department Store]

Shinsegae Department Store has launched an exclusive sale of Ahn Heung-seop peaches across its nationwide outlets, offering these renowned fruits at a lower price compared to last year.

The move is part of the retailer’s strategy to meet customer demand for high-quality products at competitive prices amid rising food prices.

Ahn peaches, cultivated in Namwon, North Jeolla Province, derive their name from farmer Ahn Heung-seop, recognized for his production of premium peaches.

Beginning his peach cultivation journey in 1988, the 67-year-old introduced greenhouse farming to Namwon in 2001.

This method accelerates the production process by 30 to 40 days compared to traditional outdoor farming, while also mitigating rain-related damages during the rainy season.

In recognition of his steadfast commitment to advancing farming techniques and consistently delivering high-quality produce, Ahn was honored with the prestigious title of “master farmer” by the National Agricultural Cooperative Federation in 2015.

This year, Shinsegae Department Store has priced Ahn peaches at 40,000 won ($29.3) per kilogram (equivalent to six regular yellow and white peaches), down 7 percent from last year’s price of 43,000 won.

With an anticipated increase in supply next month, further reductions in price are expected.

According to the Korea Agro-Fisheries & Food Trade Corporation (aT), peach prices are projected to stabilize nationwide this year owing to a favorable peach harvest.

However, until the shipment of outdoor peaches starts before June, the availability of greenhouse-grown peaches remains limited, contributing to a higher price range compared to the previous year.

In anticipation of the prevailing high fruit prices, Shinsegae Department Store actively negotiated with Ahn to secure peaches at a reasonable price.

Having maintained a business relationship with Ahn for over a decade, and naming his farm as a designated farm alongside SSG.com since 2022, facilitated the establishment of pricing agreements in advance.

Designated farms provide retailers with a direct means of contracting specific farmers to ensure consistent crop supplies annually.

Ahn peaches boast a high sugar content ranging from 12 to 13 brix on average. Given that the general benchmark for quality peaches starts at 10.5 brix, these peaches are considered among the sweetest available in the market.

Additionally, exclusive varieties such as Yellow Dream, cultivated solely by Ahn using greenhouse farming techniques, enjoy popularity among Korean consumers.

To celebrate the summer season, Shinsegae Department Store is offering discounts of up to 30 percent on various peach varieties, including white, yellow, and nectarine from Ahn’s peach farm, at its food halls nationwide from June 19 to 25.

SSG.com, the platform selling Ahn peaches through the designated farm system, will introduce a limited edition of 500 Variety Boxes containing a diverse assortment of peach varieties from May 27 to June 2.