밭작물 브랜드 육성 방안 연구 } : 한국농촌경제연구원

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연구보고서

밭작물 브랜드 육성 방안 연구

2007.07.01 54148

과제성격

수탁보고서(C2007-22)
저자

성명환, 승준호
등록일

2007.07.01
연구주제

농업정책일반

요약문

최근 농산물 시장을 둘러싼 국내외 여건이 크게 변하고 있다. DDA, FTA 협상의 진전과 타결은 농산물 시장의 개방이 더욱 확대될 것임을 의미한다. 밭작물 또한 시장개방 확대가 불가피하며 국내 밭작물의 경쟁력을 떨어뜨리는 요인으로 작용할 것이다. 따라서 시장개방 확대에 따른 밭작물의 경쟁력을 높이는 방안을 모색하는 것도 중요한 과제의 하나이다.
농산물에 대한 소비자의 선호와 국내 농산물 유통환경이 최근 크게 변하고 있다. 소비자는 안전하고 우수한 품질의 농산물을 선호하며, 유통업체의 대형화와 직거래 유통도 늘어나고 있다. 따라서 이러한 농산물 유통환경의 변화를 감안한 농산물 생산 및 공급체제, 유통체계를 갖추어야 한다.
밭작물의 경쟁력을 강화하기 위해서는 밭작물의 재배단계에서부터 수확후 유통단계까지 종합적인 관리를 통한 품질 향상, 우수브랜드의 개발과 그 경영체를 육성해야 한다. 이를 통하여 밭작물의 품질 경쟁력을 제고하고 외국산 밭작물과의 차별화를 도모함으로써 시장개방 확대에 대응해야 할 것이다.
따라서 이 연구의 목적은 시장개방 확대에 따른 밭작물의 경쟁력을 높이는 방안을 도출하는 것이다. 세부적인 연구내용을 살펴보면 첫째, 밭작물인 콩, 옥수수, 감자, 고구마의 수급 및 유통 현황, 주산지 실태를 파악하였다. 둘째, 농산물시장 개방 확대가 국내 밭작물 시장에 미치는 영향과 밭작물 사업 현황을 파악하여 밭작물 사업의 문제점과 과제를 도출하였다. 셋째, 고품질 밭작물 브랜드사업 모델 개발 및 육성 방안을 제시하였다.

The relatively high prices of domestic agricultural products are predicted to weaken their market competitiveness due to the extension of the agricultural market opening derived from trade agreements such as the DDA and FTAs. The tariff rate may not be kept as high as its current rate if the DDA is concluded, and the tariff rate on agricultural products shall be largely reduced if FTAs are concluded one after another. The purpose of this study was to suggest strategies for developing a brand promotion project as a way to enhance the competitiveness of domestic upland crops faced with changes in their market conditions.
Currently, the cultivated size of upland crops per farm household is smaller than 0.1ha in most cases, which is quite small. Therefore, It is necessary to enlarge the size of production area for their stable supply in terms of quantity and foster a representative brand for each main producing region. These days, consumers prefer safe and good quality agricultural products, and distributors are getting enlarged, specialized, and chained, thus resulting in the dramatic changes in the marketing situation of agricultural products. It is, therefore, indispensable to systematically produce, supply, and distribute various kinds of agricultural products. It is necessary to promote the differentiation of upland crops as specialty brands and secure competitiveness through economies of scale and specialization.
An SWOT analysis on upland crops indicates that the consumers have high reliability on domestic agricultural products. The efforts to make profits by developing various uses of upland crops have not been fully implemented in the past, and their marketing structure has been also weak. As a result, the marketing of upland crops has been susceptible to unfair distribution: the low-priced imported products could have been mixed and distributed together with domestic products. However, it is possible to convert the marketing of domestic agricultural products into a new growing industry through the increase of consumers’ interest in safe foods and the specialization of upland crops. On the other hand, more imported upland crops may penetrate into the domestic market as the market is getting more opened through FTAs, DDA, etc.
It is indispensable to enhance the quality of domestic upland crops through comprehensive management on every stage, including farming, harvesting and distribution stages, and develop good brands together with the fostering of management bodies of such brands. To foster specialty brands of upland crops, it is basically needed to have a capability to produce and distribute the upland crops of equal quality. It is required to unify varieties and standardize farming methods to secure and maintain equal high quality. A planned production system should be established concerning variety selection, soil and farm management, post-harvest management, commercialization, etc; contract farming should be obligated; own quality standards should be set; and an operating body for quality management should be organized.
To develop brands of upland crops, it is essential to organize an execution body of a proper size and extensively support every aspect of brand developing efforts. Producer bodies should be organized first in the places where properly scaled production is possible. This project should be carried out by introducing an integrated production, processing, and distribution system that can manage varieties selection, farming, storage, processing, standardization, classification, distribution, sales, publicity, and services.
For the successful branding of upland crops, it is indispensable to clearly set the roles of every participating body, including local governments, agricultural technology centers, producers, farmers’ cooperative associations, distributors, etc. The government should play the role of a fair supervisor of the market. The government should establish a production infrastructure for high-quality, safe agricultural products and an institutional system for safety management at the production stage; support facilities that will play the role of a distributor, such as an agricultural marketing center at the management stage after harvest; and manage and supervise whether standardized products are distributed in the market without any problem at the distribution stage.

Researchers: Sung, Myung-Hwan and Seung, Jun-Ho
Research period: 2007. 5 - 2007. 7
E-mail address: mhsung@krei.re.kr