Session 4: Presentation 3: JKCA Experience - Growing Strategy and Activities in the Field (Korea)

Session 4: Marketing Concepts, Strategies and Intermediation Models

JKCA Experience - Growing Strategy and Activities in the Field (Korea)
Presented by Mr. Chang Hyo Kim, Chairperson, Jeju Kiwi Cooperative Association (JKCA)

Kiwi production has a bright future in Korea. Through JKCA, kiwi farmers are organized and become stockholders of the association. JKCA buys the kiwi from their members and sell to the retailers, only charging a 1% commission. With one hectare per farmer, kiwi farming has been very profitable earning the farmer a net income of US$50,000/ha. Because of better technology and farming techniques, the quality of the kiwi fruit has also improved.

With local kiwi demand and prices increasing, there is now not enough fruit to export. JKCA would like to adopt an export strategy and for kiwi, part of which will entail producing some of the fruit exclusively for export. This will involve tasks such as improving quality and distribution, training farmers, and pursuing new initiatives such as establishing a kiwi-packaging center and a tourist farm. However, the problem right now is that there is no clear government policy for exporting kiwi (exporters just follow regular business regulations).

As it ventures into trade-related activities, JKCA also needs to ensure that it implements measures to safeguard the market for local kiwi producers. Another area for improvement is strengthening its link to agricultural extension services.

Download the Korea Jeju Kiwi Association.ppt