Research Reports
The Strategies to Increase the Export of Korean Agricultural Food in the Middle West of the U.S.
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AuthorKim, Kyungphil
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Publication Date2013.05.30
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Original
Background of Research
The purpose of this study is to suggest strategies that can increase the export of Korean agricultural food to the middle west of the U.S.
Method of Research
This study presented the current state of sale, marketing channel, the recognition and preference of Korean agricultural food through a survey and interviews of CEOs and business managers in the middle west of the U.S.
Research Results and Implications
The agricultural food that are sold in the middle west of the U.S. are supplied from the eastern areas such as New Jersey. The distribution flow of agricultural food is mainly ｢the Busan harbor in Korea → New Jersey harbor in the U.S. → transportation by train → Chicago, Illinois → the middle west region in the U.S.｣.
The recognition of and preference for Korean agricultural commodities are increasing among consumers of the U.S. Especially, the preference for Korean food and snacks is increasing among the consumers due to Korean dramas and K-pops.
The fruits and vegetables that are sold in the U.S. market are cheaper than the ones in Korea. So it will be difficult to sell fresh Korean agricultural produce.
The strategies that may increase the export of Korean agricultural food are suggested by category according to the period of action.
The activities that can increase the export of Korean agricultural food to the inland of the U.S. are advertising and marketing, and those activities can increase consumers' recognition of the Korean products in the short term.
The improvements that should be made in the mid-and-long term are searching of niche products and elimination of obstacles during the distribution process. For example, pears and mushrooms need to be treated and transported under a cold chain system.
Another improvement that should be made in the long term is the development of technologies for low-cost transportation and extension of sell-by dates.
Researcher: Kyung-Phil Kim
Research period: 2012. 8. - 2013. 5.
E-mail address: kkphil@krei.re.kr
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