HiteJinro said on the 25th that it delivered relief items to 575 people, including households hit by flooding and seniors living alone who will spend the holiday by themselves, through the San-encheong Welfare Center in Sancheong-gun, South Gyeongsang Province, and the Yesan-gun Senior Welfare Center in South Chungcheong Province.
This support was carried out with the Community Chest of Korea Love Fruit in Seoul. Reflecting the needs of flood-affected households, the company provided practically necessary food such as newly harvested rice, fruit including apples and pears, tuna, and gim (seaweed).
In particular, for the newly harvested rice and fruit, HiteJinro sourced produce harvested directly by local farms through Mister Appa, a fresh food startup in which it has invested equity directly.
Kim In-kyu, CEO of HiteJinro, said, "I hope that neighbors struggling from this year's flood damage will, at least during the Chuseok holiday, set aside their worries, share warmth, and enjoy a bountiful time," and added, "We will continue our corporate social responsibility activities to look after underserved neighbors nationwide."