Raising period cut to 28 months or less to lower production costs

Sirloin priced at 6,990–9,990 won per 100g

83% of consumers prefer top two grades

A sales event for short-raised Korean beef [Ministry of Agriculture, Food and Rural Affairs]
A sales event for short-raised Korean beef [Ministry of Agriculture, Food and Rural Affairs]

"Yeongha-nu," a Korean beef brand produced by cutting the cattle-raising period to 28 months or less to reduce production costs, will go on sale at up to 49.9% off at 642 retail stores nationwide. The initiative aims to ease the financial burden on farmers by shortening the raising period — typically over 30 months for Korean beef — while offering consumers a more affordable option.

The Ministry of Agriculture, Food and Rural Affairs announced Wednesday that Yeongha-nu will be available starting Thursday at Hanaro Mart, Kim's Club and GS The Fresh.

Yeongha-nu cuts the standard raising period of 30 months or more by at least two months, to 28 months or less. The core idea is to reduce feed and other production costs through the shorter raising period and pass those savings on to consumers. The government sold 189 head of Yeongha-nu cattle in May and is now expanding the sales network to 642 stores nationwide in the second half of the year.

Prices vary by retailer and grade. Hanaro Mart will sell the first-grade "Silsok" (value) product at six stores in the Greater Seoul area starting Thursday. Sirloin will be priced at 9,590 won per 100 grams, a 21.3% discount from the retailer's regular price, while stew meat and bulgogi will be available at 3,920 won per 100 grams, a 20.3% discount. Sales will continue until stocks run out.

Kim's Club will offer the second-grade "Alddul" (budget) product at 28 stores nationwide Nov. 18–19. Sirloin will be discounted 30 percent to 6,990 won per 100 grams, and stew meat and bulgogi will be discounted 20 percent to 3,990 won per 100 grams.

GS The Fresh will sell the premium "Eomson" (select) product — in grades 1-plus and 1-double-plus — at 608 stores nationwide Nov. 27–28. The 1-plus sirloin will be priced at 8,990 won per 100 grams, a 39.9% discount, with stew meat and bulgogi at 3,490 won, a 41.4% discount. The 1-double-plus grade will offer sirloin at 9,990 won and stew meat and bulgogi at 3,990 won, both at 49.9% off.

GS Retail will also run an online pre-sale through its mobile app "Uri Dongne GS" from Nov. 10 through Nov. 24, ahead of the in-store launch. Discount rates are calculated against each retailer's own regular selling price.

A consumer survey conducted during the first-half sales in May found high satisfaction with Yeongha-nu's lower prices. Among the brand's simplified grading system, 42% of consumers preferred the "Eomson" tier covering grades 1-plus and 1-double-plus, while 41% favored the first-grade "Silsok" tier. The second- and third-grade "Alddul" tier was preferred by 17%.

Retailers also gave positive assessments of the brand's price competitiveness and processing efficiency. GS The Fresh said market feedback confirmed that the beef was cheaper than regular Korean beef with no difference in taste or quality, and that the lower fat content removed during processing resulted in higher production yields. Hanaro Mart said further distribution cost savings would be possible if supply volumes increase and the product becomes available year-round.

Lee Jae-sik, director of livestock policy at the Ministry of Agriculture, Food and Rural Affairs, said the ministry would "continue to work actively so that short-raised Korean beef can establish a stable footing in the market and a livestock distribution structure that satisfies both producers and consumers can take root."


adastra@heraldcorp.com