Icheon City·Donwon F&B·E-mart, Launch Agreement for 'Royal Icheon Brown Rice Instant Rice'

[Suwon Ilbo=Reporter Eom In-yong] Icheon City announced on the 30th that it signed a business agreement (MOU) with Donwon F&B; Co., Ltd. and E-mart Co., Ltd. at Icheon City Hall to launch 'Royal Icheon Brown Rice Instant Rice', and established a cooperation system to promote rice consumption and stabilize farm income.

The signing ceremony was attended by Icheon City Mayor Kim Kyung-hee, E-mart Executive Director Nam Ho-won, and Donwon F&B; Distribution Division Head Han Sang-woo, agreeing to cooperate in overcoming the crisis in agricultural sites facing difficulties from recent continued decline in rice consumption and increased inventory, and establishing a stable consumption base for high-quality rice.

According to the agreement, a brown rice instant rice product using 'Royal Icheon Rice', a premium brand rice produced in Icheon City, will be developed through Donwon F&B;'s technology and expertise, and will be presented to consumers through E-mart, which has a nationwide distribution network.

In particular, this product is planned as a convenient food product using brown rice in line with increasing consumer interest in healthy eating, and is attracting expectations as a differentiated product reflecting new consumption trends as well as expanding the foundation of rice consumption.

The city is responsible for stable supply and quality management of raw grain, Donwon F&B; is in charge of product development and production, and E-mart handles sales and distribution, with cooperation carried out through a structure where each organization shares roles.

Mayor Kim Kyung-hee said, "This agreement is a meaningful first step for local government, food companies, and retail companies to come together and solve the structural problem of declining rice consumption," and added, "We expect it will substantially help enhance the brand value of Royal Icheon Rice and increase farmer income."