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Consumers-Choice Best Rice Brands 2004
The Korea National Council of Consumer Organizations announced the results of its annual rice brand evaluation, conducted between April and October this year. This program, sponsored by the Ministry of Agriculture and Forestry, was launched for the first time last year.
The program is to help consumers make informed decisions in a market where over 1,000 different rice brands are being distributed simultaneously, by providing them with accurate and objective facts about the marketed brands. The purpose of the program is also to build consumer trust in domestically-produced rice, promote transparency in distribution structure, boost the competitiveness of Korean rice, and increase rice consumption.
In 2004, 61 brands, recommended by municipal and provincial governments across the country and related organizations, were evaluated for quality, taste and presence of foreign varieties. These scores are combined with consumer satisfaction scores to produce global scores. The 12 highest-scoring brands were as follows:
◇ Top 12 Rice Brands
○ Grand Prix Winner (1):
Hwanggeumbitnoeul Ssal (Chungcheongnam-do)
○ Best Brand Prize Winners (5):
Dalmagi Ssal (Jeollanam-do),
Hamchoromi (Jeollabuk-do),
Hannune-banhan Ssal (Jeollanam-do),
Gimpogeumssal (Gyeonggi-do),
5℃ Ion Ssal (Gyeongsangnam-do)
○ Honorable Mention Winners (6):
Imgeumnimpyo Icheon Ssal Gold (Gyeonggi-do),
Asan Malgeun-ssal (Chungcheongnam-do),
Donggang Dream Saengmi (Jeollanam-do),
Saemangeum Ssal (Jeollabuk-do),
Chamjin Ssal (Gyeongsangbuk-do),
Chamsut-gwa-Chitosan-euro-Jaebaehan-Ssal (Jeollabuk-do)
1. Overview of 2004 Rice Brand Evaluation Procedures
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1. Nominations for 61 brands received
(sent in by municipal and provincial governments, related organizations) |
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2. Sample collection and evaluation contracted
(Korea National Council of Consumer Organizations)
- Citizens Alliance for Consumer Protection of Korea) |
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◦ Only distributors having sold KRW 300 million and over in 2003, whose projected sales amount to KRW 500 million and over were considered.
◦ Took into account levels of brand recognition, prices and quality evaluation reports from other organizations |
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◦ Random sampling from retail outlets;
sampling unit was per retail package.
◦ Randomly sampled four times over a 2-month period; sample products, assigned with uniquely-identifying numbers, were repackaged and sent to specialized labs and research institutes for evaluation.
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3. Grading
(National Agricultural Products Quality Management Service) |
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4. Tasting
(Korea Food Research Institute) |
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◦ Grading by visual inspection
- Measured items: 10
- Sensory evaluation items: 4 |
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◦ Objective evaluation by an expert panel, using sensorial methods
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5. Presence of Admixed Foreign Rice Varieties
(National Institute of Crop Science) |
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6. Consumer Satisfaction
(Korea National Council of Consumer Organizations)
-Consumers Union of Korea |
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◦ Identification of different rice varieties through DNA analysis
- Determine whether labeled information accurately corresponds to the content
- The higher the composition of foreign varieties, the larger the point deduction. |
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◦ Rice was sampled by a panel of 90 randomly-selected general consumers, prepared, the way it is most commonly done in Korean homes. The participants then expressed subjective judgment on taste, aroma and external appearance. |
2. Analysis of Results
1) Evaluated products and number of evaluation rounds:
Products evaluated increased this year from 51 brands in 2003 to 61 brands. The frequency of evaluation by contracted specialized institutes also rose from 3 to 4. Finally, consumer surveys were conducted twice (90 respondents per survey) instead of once (80 respondents) as in 2003. Accordingly, the objectivity and reliability of the overall evaluation were significantly enhanced.
2) The 2004 Grand Prix winner was Hwanggeum-bit-Noeul Ssal, scoring 1,189.8 points out of 1,400. Five brands, including Hannune-banhan Ssal (Jeollanam-do), Dalmagi Ssal (Jeollanam-do), Gimpogeum Ssal (Gyeonggi-do), 5℃ Ion Ssal (Gyeongsangnam-do) and Donggang Dream Saengmi (Jeollanam-do), which made the top 12 brands this year, were also among last year’s winners; these account for about 50 % of total winning brands of 2003. This is a positive sign indicating continued efforts for quality control on the part of leading brands.
3) By region, Jeollanam-do (Hannune-banhan Ssal, Dalmagi Ssal, Donggang Dream Saengmi) and Jeollabukdo (Hamchoromi, Saemangeum Ssal, Chamsut-gwa-Chitosan-euro-Jaebaehan-Ssal) led other provinces, each accounting for 3 selected brands. They were followed by Gyeonggi-do(Gimpo Geum-ssal, Imgeumnim-pyo Icheon Ssal Gold) and Chungcheongnam-do (Hwanggeum-bit-Noeul Ssal, Asan Malgeun-ssal), accounting for 2 brands each. Two other brands are from Gyeongsangnam-do (5℃ Ion Ssal) and Gyeonsangbuk-do (Chamjin-ssal), respectively.
4) The overall scores from grading and tasting were somewhat inferior to last year’s, most probably due to the typhoon occurring during the harvest season, and other natural disasters. Meanwhile, the average score gap between top 12 brands and the rest of brands evaluated was widened from the previous year, suggesting a trend toward a marked quality differentiation in the rice market.
- Ratio of Average Score of Top 12 Brands to Global Score
․ Grade: (2003) 4.8% → (2004) 14.3%
․ Taste: (2003) 5.5% → (2004) 4.6%
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2003(2002 crop) |
2004(2003 crop) |
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- Global average |
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․ Grade |
89.4% |
78.4 |
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․ Taste |
73.6 |
69.2 |
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- Top 12 brands |
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․ Grade |
94.2 |
92.7 |
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․ Taste |
79.1 |
73.8 |
5) The overall purity score, based on the level of admixture of foreign varieties rose from 62% in 2003 to 77%. The level of consumer satisfaction also improved, climbing from 65% in 2003 to 67.9%.
3. Examples of Quality Control Initiatives Undertaken by Some of the Top 12 Rice Brands
1) Grand Prix winner: Hwanggeumbit-Noeul-Ssal (Agricultural Cooperative Federation of Wonbuk, Taean, Chungcheongnam-do)
◦ Formed rice production complexes (10 – 34 ha) through contract farming and unified to a single rice variety
- Rice seeds are soaked in a solution of Chitofarm (chitosan + pyroligneous acid), diluted with water 1: 200-300 for about 3 to 4 days.
2 to 3 days prior to transplanting, seedlings are sprinkled with 1:1000 Chitofarm solution.
To prevent insect damage, the transplanted seedlings are sprayed with 1:1000 Chitofarm solution starting from 10 days after transplantation at intervals of 15 days between June and September.
◦ Harvest is performed when the grains are about 90% ripe and the entire contracted production is sold as rough rice. Rice is dried within RPCs (rice processing complexes) at room temperature. An organized production system is implemented, including a segregated storage system to prevent accidental mixing with other varieties, which has helped them earn the quality certification by the National Agricultural Products Quality Management Service.
◦ The army and other government organizations provide them with subsidies toward the purchase of Chitofarm and the construction of an automated rice nursery center.
◦ A recall system for products that are deficient or otherwise deemed unsatisfactory by consumers has been put into place. This speedy recall system, whose processing cost is paid for by the Agricultural Cooperative Federation, has further enhanced the level of consumer satisfaction on Hwanggeumbit-Noeul-Ssal.
2) Best Brand: Dalamgi Ssal (Agricultural Cooperative Federation of Gunseo and Wolchusan, Yeongam, Jeollanam-do)
◦ Yeongam’s high-quality rice production project is 100% contract farming, involving Yeongam-gun County, the County’s Regional Office of the Agricultural Cooperative Federation and member cooperatives. The growers are now producing a single rice variety through an environment-friendly farming method, using little pesticide and only organic fertilizers.
◦ Rice varieties that are adapted to local areas, determined through soil tests, are selected for contract farming, so that each area forms a collective production unit of a single specific variety. Contracts entered between growers and the regional Agricultural Cooperative Federation are based on the principle of single cropping system, and specific harvest periods are designated.
- Yeongam-gun County and the Agricultural Cooperative Federation provide educational and information services to regional growers, as well as offering guidance.
◦ During the cultivation stage, growers closely collaborate with local agricultural research centers to ensure that seedlings are transplanted in a timely manner; that nitrogenic fertilizers and pesticides used are kept to a minimum; that guidelines for drainage is respected; and that harvest is done at the right time.
◦ During the harvesting and processing stage, harvested rough rice is delivered in contracted amounts, and the quality management process at this time include measures for proper drying and storage of grains and segregate storage to prevent accidental mixing of between different varieties.
◦ From 2002, the Dalmagi production complexes receive subsidies intended to improve the quality of local rice crops, paid out toward the purchase of crop-specific mixed fertilizers and organic fertilizers, and the costs of shipment and sales.
4. A Rice Fair for Rice Evaluation 2004 and a Consumer Rally to Boost Rice Consumption to be Hosted
The Korea National Council of Consumer Organizations, to wrap up its rice brand evaluation program for 2004, will be hosting a rice fair and a consumer rally to boost rice consumption on November 12 at 2:00PM, at aT Center.
On the program of the rice fair are: the award ceremony to distribute prizes to the winning rice brands and the winners of the online rice dish cooking contest; and the report of the final evaluation results and presentations on best rice producer practices, along with a seminar on the theme of enhancing the efficiency of production and distribution systems for rice.
The consumer rally, after an indoor rally, will move onto the street, inviting the participation of Seoulites at large for the cause of increasing rice consumption. Also in store are other events such as the exhibition on rice evaluation by consumer sampling, various exhibitions displaying rice-related information, a rice dish show and top 12 rice brand show. There will be also a consumer guidebook on rice and rice-related postcards to be distributed to event participants.
▪ Program
- Part I -
Moderator: Park In-rye
(Secretary General of Korea National Council of Consumer Organizations)
13:50 - 14:00 Exhibition viewing and Opening Ceremony (tape cutting ceremony)
14:00 - 14:05 Salutation of the national flag
14:05 - 14:10 Opening address/Jeong Gwang-mo (Consumers Union of Korea)
14:10 - 14:25 Congratulatory address and keynote speech on the subject of increasing
rice consumption/Huh Sang-man (Minister of Agriculture & Forestry)
14:25 -14:30 Activity report on Rice Brand Evaluation 2004/Moderator
14:30 - 14:35 Announcement of the results of Rice Brand Evaluation 2004
and award ceremony
-Announcement of winners/Kim Jae-ok (President of Citizens Alliance for
Consumer Protection of Korea)
-Award ceremony/Minister of Agriculture & Forestry
14:35 - 14:40 Activity report on Online Rice Dish Cooking Contest/ Moderator
14:40 - 14:45 Announcement of winners of Online Rice Dish Cooking Contest and
award ceremony/Kim Cheon-ju (President of Korean Federation of Housewives
Club)
14:45 - 14:50 Opening address for Consumer Rally to Boost Rice Consumption/Lee Yun-ja
(President of National Council of Homemakers Classes)
14:50 - 14:55 Reading of the rally resolution (Kim Geum-hui/President of National Council of
Homemakers Classes Seongbuk District Local Headquarters)
- Part II-
Moderator: Kang Jeong-hwa
(Secretary General of Consumers Union of Korea)
14:55 - 15:10 Keynote speech: Branding Rice – Current Status and Recommendations
/Kim Dong-hwan (Professor at Anyang University Dept. of
International Trade, Retail & Distribution)
15:10 - 15:20 Rice Brand Evaluation 2004
/Hwang Seon-ok (President of Korean National Council of Consumer
Organizations Working Committee)
15:20 - 15:30 Case Study 1/Lee Jong-hun (Director of Agricultural Cooperative Federation of
Wonbuk in Taean, Chungcheongnam-do)
15:30 - 15:40 Case Study 2/Mun Hak-geun (Yeongam-gun County Dept. of Agricultural
Production, Jeollanam-do)
15:40 - 16:00 Questions and answers (questions from the press pool and discussions)
16:00 - 16:30 Gilnori parade and street campaign(aT Center to Hanaro Mart)
※Appendix: Rice Brand Evaluation 2004
Rice Brand Evaluation 2004
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Category |
Ranking |
Name of Brand |
Region |
Grade |
Taste |
Foreign Variety Composition |
Consumer |
Total |
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Grand Prix |
1 |
Hwanggeumbit-Noeul-Ssal |
Chungnam |
384.2 |
281.7 |
397.5 |
126.4 |
1,189.8 |
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Best Brands |
2 |
Dalmagi Ssal |
Jeonnam |
355.5 |
308.6 |
379 |
128.7 |
1171.8 |
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3 |
Hamchoromi |
Jeonbuk |
370.2 |
300.4 |
368.2 |
132.3 |
1,171.1 |
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4 |
Hannune-banhan-Ssal |
Jeonnam |
367.7 |
322.8 |
279.9 |
152.8 |
1,123.2 |
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5 |
Gimpogeum Ssal |
Gyeonggi |
368.5 |
299.1 |
295.7 |
127.9 |
1,091.2 |
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6 |
5℃ Ion Ssal |
Gyeongnam |
393.7 |
295.7 |
254.9 |
139.9 |
1,084.2 |
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장 려 |
7 |
Imgeumnimpyo Gold |
Gyeonggi |
367.4 |
282.7 |
200.0 |
145.4 |
995.5 |
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8 |
Asan Malgeun Ssal |
Chungnam |
377.4 |
281.6 |
181.6 |
133.3 |
973.9 |
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9 |
Donggang Dream
Saengmi |
Jeonnam |
362.6 |
305.1 |
178.3 |
66.9 |
912.9 |
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10 |
Saemangeun Ssal |
Jeonbuk |
359.1 |
303.2 |
185.8 |
64.8 |
912.9 |
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11 |
Chamjin Ssal |
Gyeongbuk |
384.4 |
284.5 |
168.2 |
68.0 |
905.1 |
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12 |
Chamsut&Chitosan..
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Jeonbuk |
359.7 |
275 |
192.4 |
72.9 |
900 |
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