In March, ripe strawberries are in season with vivid red colors and sweet fragrance. At this time of the year, preparations would have taken place for strawberry festivals in April. This year, due to COVID-19, most festivals are either canceled or replaced with non-face-to-face methods. The strawberry farmers in Nonsan, Chungcheongnam-do, also suffered significant damage. SPC Group launched new products made of Nonsan’s pristine strawberries through the “Happy Mutual Growth Project” to relieve farmers’ concerns who cultivated high-quality and outstanding domestic strawberries year-round.
Happy Mutual Growth Project Episode 3:Nonsan Strawberries
Pristine Strawberries Developed by Nonsan Strawberry Laboratory
Nonsan’s Specialty Product: Pristine Strawberries
Nonsan is an ideal region for growing strawberries with fertile soil, clear water, and abundant sunshine. Nonsan Strawberry Laboratory has been working hard to develop domestic varieties in this ample environmental condition. Thanks to their effort, Nonsan is now one of the biggest strawberry production areas in Korea. Previously, the strawberry market in Korea had been dominated by Japanese varieties Red Pearl and Akihime. The game-changer in town arrives in 2005 when Seolhyang is developed at a breeding ground in Nonsan, Chungcheongnam-do. As it became widely popular for the soft texture and sweet flavor, Nonsan Strawberry Laboratory continued to develop new varieties to satisfy consumer needs. Such domestic varieties include Kingsberry, the sweet aromatic fruit almost as big as an adult’s palm, and Vitaberry with luscious, red hues and crunchy texture.
Nonsan Strawberry Farmers’ Effort to Create High-Quality Domestic Varieties
Also, since the 2000s, Nonsan has grown strawberries with eco-friendly farming methods, using helpful microbes and natural predators of pests. Customers can count on quality and safety as the strawberries undergo three different sorting operations from harvesting to shipping. Nonsan strawberries are beloved from overseas as well for the juicy fruit and high sugar content.
Expansion of Happy Mutual Growth Project to Shared Value Creation Model
Agreement Signing Ceremony for the Happy Mutual Growth Project
Thanks to the tireless efforts of strawberry farmers, Nonsan’s pristine strawberries have become one of the most popular exports to destinations such as Russia, the United States, and Southeast Asia. However, due to the persistent COVID-19 situation since last year, this year’s export revenues have suffered significantly. The farmers’ concerns have deepened as the Nonsan Strawberry Festival, which has been celebrated since 2001, and hands-on activities at strawberry farms are also reduced in scale or changed into contactless events. To alleviate the struggle of strawberry farmers and provide support, the SPC Group signed the “Mutual Growth Agreement for Revitalizing the Consumption of Agricultural Products” with Nonsan City. First, we plan to purchase about 1,000 tons of local produce from Nonsan, including strawberries, and use them to showcase a variety of new products.
Thanks to the tireless efforts of strawberry farmers, Nonsan’s pristine strawberries have become one of the most popular exports to destinations such as Russia, the United States, and Southeast Asia. However, due to the persistent COVID-19 situation since last year, this year’s export revenues have suffered significantly. The farmers’ concerns have deepened as the Nonsan Strawberry Festival, which has been celebrated since 2001, and hands-on activities at strawberry farms are also reduced in scale or changed into contactless events. To alleviate the struggle of strawberry farmers and provide support, the SPC Group signed the “Mutual Growth Agreement for Revitalizing the Consumption of Agricultural Products” with Nonsan City. First, we plan to purchase about 1,000 tons of local produce from Nonsan, including strawberries, and use them to showcase a variety of new products.
SPCGroup’s History of Mutual Growth
The SPC Group has been working on mutual growth with the local community for 12 years in accordance with its management philosophy. In September 2020, this collaboration became a CSV (Creating Shared Value) model under the name “Happy Mutual Growth Project.” We were able to use domestic produce to create quality products, and customers were able to participate in the consumption of value, leading to mutual growth with local farmers. Following potatoes from Pyeongchang, Gangwon Province, and carrots from Gujwa, Jeju, how did the strawberries from Nonsan, the third produce of Happy Mutual Growth Project, transform into our products?
Premium cakes made of Nonsan strawberries at Paris Baguette
Fresh Strawberry Cake at Paris Baguette
Paris Baguette became widely popular for cakes and desserts using carrots from Gujwa, Jeju Province. This time, we launched “Nonsan Strawberry Cake,” a premium dessert that pleases both the eye and the tongue through collaboration with Nonsan farmers. When you cut the cake stuffed with Nonsan strawberries, it reveals the tangy strawberry compote, fresh cream, and heavy-textured creme legere (rich custard cream mixed with fresh cream). The technique where strawberry slices surround the cake for additional aesthetic purposes is called “fraisier.” Once you take a bite, the refreshingly sweet flavor will captivate your taste buds.
Paris Baguette’s Nonsan Strawberry Products
Fresh strawberry salad and drinks at Pig in the Garden
Pig in the Garden’s Nonsan Strawberry Products
Pig in the Garden, a premium salad specialty shop, has also launched products that use Nonsan’s pristine strawberries. First, “Nonsan Strawberry Cobb” is a limited-time salad dish made of various seasonal ingredients such as sweet and juicy strawberries, avocado, and kumquat. It also offers three drink choices: Strawberry Basil Mojito, which adds the unique aroma of basil to fresh strawberries, Strawberry Latte that combines sweetness with the smooth texture of milk, and Strawberry Juice that delivers the natural flavors of fresh Nonsan strawberries.
Together, we looked at how Nonsan Strawberries made their sweet transformation through the SPC Group’s third Happy Mutual Growth Project. From Paris Baguette’s skillful reinterpretation of strawberry cakes to the Pig in the Garden’s salad and drinks that showcase the natural flavor of freshly picked strawberries, we have successfully reproduced the Nonsan Strawberry Festival at these shops. Find Paris Baguette or Pig in the Garden near you to experience the wonderfully sweet and tangy strawberries from Nonsan!
