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Get Your Fix Of Fresh Seasonal Korean Produce At K-fresh Zones Located In Selected Fairprice Outlets

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By Author: Freshmart Singapore
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Fans of all things Korean can rejoice: Korea’s wonderful smosgarbord of seasonal fruits and vegetables can now be easily picked up at exclusive K-Fresh Zone counters, located in 14 selected FairPrice Finest and FairPrice Xtra outlets all throughout Singapore,as well as RedMart, the online grocery arm of Lazada Singapore. This concept is proudly spearheaded by Korea Agro-Fisheries & Food Trade Corporation (aT Center), in partnership with Freshmart, a homegrown fresh food supplier and importer.

NTUC Fairprice Co-operative Ltd is the very first supermarket chain in Singapore to carry K-Fresh Zones, which are exclusive designated zones for premium seasonal fresh Korean produce that have been specially selected and imported from Korea. Some bestselling products that customers have enjoyed being able to get from these K-Fresh Zones at a very reasonable cost include Korean wongbok, ssam cabbage, perilla leaves, chestnut sweet potatoes (goguma), sweet incubator pumpkin, muscat grapes and sweet and juicy Korean strawberries (Seolhyang ddalgi) – which are already a firm favourite among Singaporeans. Some of these produce are available in Singapore for the very first time at the K-Fresh Zones, such as incubator pumpkin, Minari (water dropwort) and Dangjo pepper.
Says Mr Aloysius Voon, General Manager of Freshmart, “The response we’ve had to the K-Fresh Zones in the last one year has been very affirming. There are many people who love all things Korean – and for good reason! “Made in Korea” has become synonymous with quality, and this extends to fresh produce too. Koreans pride themselves on their farming practices that promote high standards of food safety and traceability, resulting in excellent quality control. The produce in our K-Fresh Zones have been specially importedfrom Korea, and we are very happy to avail these produce to people in Singapore.”

The K-Fresh Zones started out as a pilot project in Singapore, to test the concept in South East Asia. With the encouraging response in Singapore, there are plans to increase the number of K-Fresh Zones in FairPrice outlets in the next year, as well astap ononline retail platforms including RedMart, Singapore’s leading online supermarket, to reach out to even more customers who want their fix of Korean produce. Customers can also look forward to a greater variety of produce, with 20 ormore varieties stocked in K-Fresh Zone counters each season.

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