On the 6th at the Agricultural Products Processing Center (APC) in Eumseong, North Chungcheong. Workers' hands moved quickly as they placed peaches on the sorter at the start of the shipping season. The peaches on the conveyor belt went through "air washing" and then entered a nondestructive sugar content tester. After measuring sugar content and weight, the peaches were moved to outlets by grade and packed.
Only peaches with a sugar content of 11 Brix or higher can carry the "Haetsare" label here. If there are blemishes on the surface or the sugar content falls short, they are classified as grade B. Peaches that do not meet the quality standards are not distributed under the Haetsare brand. This is to protect the trust in Haetsare, which has established itself as Korea's leading peach brand.
Haetsare is a peach brand jointly run by six NongHyup cooperatives in Eumseong, North Chungcheong, and Icheon, Gyeonggi (Eumseong, Gamgok, Gyeonggi Eastern Orchard Association, Janghowon, Samsung, Saenggeuk). Launched in 2003, this is its 23rd year. By building a consistent quality control system from production to sorting and distribution, it has established itself as a brand symbolizing "premium peaches."
Park No-dae, head of the Eumseong NongHyup, said, "As a result of thoroughly managing quality for more than 20 years, consumers now feel assured when they see the Haetsare brand and buy."
◇ Eumseong and Icheon with big daily temperature swings… 20 years of quality control grew "Haetsare"
The Eumseong–Icheon area has natural conditions favorable for peach cultivation. There are many gentle slopes at an elevation of 200–300 meters, and well-drained sandy loam is widely distributed. With large daily temperature ranges and abundant sunshine, peaches produced in this region are considered to have high sugar content and firm flesh.
Thorough quality control has been added to the favorable natural environment. Haetsare's quality control starts at the farm's harvest stage, before peaches arrive at the APC.
Park said, "To prevent pressure bruising on peaches, we require farms to line the bottoms of plastic crates with cushioning material. We also do not stack peaches in two layers."
Peaches shipped from farms are re-sorted at the APC according to appearance, sugar content, weight and other factors. Some large retailers, such as Coupang, station inspection staff at the APC during the shipping season. That is because if products are judged defective after delivery and returned, peaches with low storability are hard to redistribute, which can directly lead to farm losses.
Currently, about 1,900 farms in Eumseong County cultivate peaches on 1,132 hectares. Last year's shipment volume was 11,248 tons, with sales of 61.4 billion won. This year's production is forecast at 12,000 tons, up about 7% from last year, with sales of 63.0 billion won, up 3%.
This year's harvest is also good. With abundant sunshine and relatively little rain during the monsoon, quality is better than average, according to NongHyup.
An Eumseong NongHyup official said, "This year's peaches are sweeter than average and have a better refreshing taste," adding, "While quality has improved, increased production is keeping prices below last year's level."
◇ "Cut fruit" aimed at one- to two-person households… sales quadrupled in a year
Building on more than 20 years of brand trust, Eumseong NongHyup is also moving to develop new sales channels in line with recent changes in consumption. A representative initiative is "cut fruit," aimed at one- to two-person households.
Peaches, as well as local produce like watermelons and apples, are packaged in small portions so they can be eaten immediately without washing or cutting.
Park said, "Even amid high inflation, we noted that the cut-fruit market is growing as more consumers seek convenience."
Results appeared quickly. The cut-fruit business posted sales of 214 million won in 2024, when products were first launched. Last year's sales rose to 815 million won, about 3.8 times higher. This year, with roughly half of the peach shipping season over, sales have already surpassed last year's annual total. NongHyup expects this year's cut-fruit sales to more than double from the previous year.
The cut-fruit business is also contributing to local job creation. During the summer, when peach shipments peak, between 15 and as many as about 30 temporary workers are hired per day. Eumseong NongHyup was recognized for boosting farm income and revitalizing the local economy, winning the top prize at last year's Agricultural Economy Business Awards.
Domestically, while targeting new consumer groups with cut fruit, it is also moving to develop overseas markets. Eumseong NongHyup's peach exports increased from 40 million won in 2024 to 50 million won last year. This year, it also exported 670 kilograms to Indonesia on the 10th of last month.
However, given peaches' low storability, there are limits to significantly expanding exports.
An Eumseong NongHyup official said, "Peaches are difficult to store long term, so developing overseas markets is not easy," but added, "We will expand export markets so that Haetsare is recognized for its value overseas and can command fair prices."