4 tons to reach consumers through Hanyang Mart in New York and New Jersey
Yeoncheon-gun is sending its locally bred rice variety "Yeonjin" to the United States for the first time, marking the county's first foray into overseas markets with the premium grain.
According to Yeoncheon-gun, a shipment ceremony for Yeonjin rice exports was held Tuesday at the Jeongok Agricultural Cooperative's business center, formally launching the county's push into the global market.
Yeonjin is a regionally specialized variety developed by the Gyeonggi Province Agricultural Research and Extension Services. Yeoncheon-gun has been steadily expanding its cultivation area to establish the variety as the county's signature crop, suited to the local climate and growing conditions.
Yeonjin rice is prized for its large, plump grains, exceptional stickiness when cooked, and a soft texture with a rich, nutty flavor — qualities that set it apart by far from other varieties. Building on those strengths, Yeoncheon-gun has been actively promoting its "Maeil Cheotssal Yeoncheon Rice" brand and working to elevate both the quality and brand value of Yeoncheon rice.
The shipment totals 4 tons and will be supplied to local consumers through Hanyang Mart stores in the New York and New Jersey areas. County officials said the export is significant both for establishing Yeoncheon rice's quality in overseas markets and for securing a stable global distribution channel.
"It is deeply meaningful to be able to introduce Yeonjin rice — the pride of Yeoncheon — to American consumers," Yeoncheon-gun County Chief Kim Deok-hyeon said. "We will continue to strengthen the quality competitiveness of Yeonjin rice, actively develop distribution channels at home and abroad, and do our utmost to enhance the brand value of Yeoncheon rice and increase farm household income."
pjh@heraldcorp.com
