Kim Jeong-wan, chairman of Maeil Dairies (68), has been consistently sharing news about Sangha Farm through his Instagram. He records and shares everything from welcoming domestic and international visitors to the mundane changes at the farm.
Kim, who has not been widely exposed, sharing the field through social network services (SNS) appears to be a strategy to broaden consumer contact and enhance brand trust, beyond just promotion.
According to industry sources on the 11th, Kim recently posted a scene from a meeting regarding the arboretum at Sangha Farm on his Instagram. It is reported that plans for accreditation from the ArbNet and the Botanic Gardens Conservation International (BGCI) were discussed at the meeting. ArbNet certification is awarded to arboreta with plant diversity and educational or research functions by a global network of arboreta centered in the United States. The Botanic Gardens Conservation International is an international organization based in London, UK, with over 800 botanical gardens as members worldwide. The post also conveyed the intention to develop Sangha Farm as an ecological and cultural hub while strengthening an ESG (environmental, social, and governance) management system and visitor-centered content.
Not only does Kim frequently post business-related plans, but he also shares seasonal events and small changes at Sangha Farm on SNS. In June, he introduced the preparation process for the 'Lavender Garden' event with photos, writing, 'Sangha Farm is currently preparing for its first Lavender event.' Throughout the event, he posted several photos of the lavender farm. On another day, he shared the news of the animals at the farm along with the caption, 'A peaceful day at Sangha Farm. Come and enjoy.' He also shared news of creating new habitats for sheep raised at the farm through his Instagram posts.
In addition to Sangha Farm, Kim is expanding his communication with followers by sharing news about other businesses within the group, such as Paul & Mill, and the Sapporo Premium Beer Stand that opened last month in Seongsu, Seoul. Since his first post in November last year, he has gained over 1,200 followers.
Sangha Farm is a sixth industrial model project that Maeil Dairies has been preparing since 2008. The sixth industry combines agriculture, forestry, and fisheries (primary industry) with manufacturing (secondary industry) and services (tertiary industry) to utilize local resources comprehensively. It greatly contributes to increasing farm income, creating local jobs, and invigorating the economy. Maeil Dairies opened Sangha Farm in 2016, eight years after planning, on approximately 35,000 pyeong of land in Sangha-myeon, Gochang-gun, Jeollabuk-do. All activities, from production to processing, service, distribution, lodging, and experience, are carried out in one place. A spokesperson for Maeil Dairies noted, 'As of the end of July, the total number of visitors reached 1.67 million, and it is expected to reach 1.78 million by the end of the year.'
However, the management situation at Sangha Farm is not easy. Sangha Farm started with each contribution of 5 billion won from the government and Gochang-gun, and 10 billion won from Maeil Dairies. Subsequently, Maeil Dairies invested an additional 17 billion won to reach the current scale. According to a report from the Financial Supervisory Service's electronic disclosure system, Sangha Farm's sales last year were 31.6 billion won, and operating losses were 4.1 billion won. It has recorded continuous losses since 2019. Shortly after its opening, it faced the adverse situation of the COVID-19 pandemic. Since then, it has been experimenting with various businesses and continuing facility investments.
Although Sangha Farm is currently in the red, Maeil Dairies considers it a symbolic business that enhances brand value and its ESG image. Last year, it opened a 15,000 pyeong 'Sangha Arboretum'. While preserving the ecology of the existing forest, 140,000 trees including evergreen and deciduous trees, shrubs, and flowering plants were planted. Just last month, they launched a shared office-type workation space called 'Pavilion' to reflect the demand for digital nomads and corporate workshops, as well as various golf packages in collaboration with four nearby golf courses.
An official from the food industry stated, 'With the decline in domestic milk consumption due to low birth rates and changes in eating habits, Kim seems to be trying to establish Sangha Farm as an experiential content hub and a platform to experience the company's brands.' He added, 'By directly communicating with consumers through SNS, it is likely a strategy to enhance loyalty and support long-term business diversification.'