INTERVIEW Cheonggukjang master reaches more people
CEO Seo Bun-rye of Seoil Farm, maker of traditional Korean pastes including 'cheonggukjang' / Courtesy of Seoil FarmBy Kim Ji-sooANSEONG, Gyeonggi Province — “Cheonggukjang,” or thick soybean paste, may be an acquired taste for some, especially young Koreans. But over the years, this often smelly, once expedient source of protein, has become popular for many reasons.First, packaged cheonggukjang is readily available for today’s consumers, but small-batch cheonggukjang is also growing visibly. One artisanal cheonggukjang brand comes from Seoil Farm, which has operated since the mid-1980s and whose CEO, Seo Bun-rye, is also the nation’s sole government-designated master of the food.The well-kept farm is expansive with an area of 30,000 “pyeong” or 99,000 square meters, and is home to an upscale, country-club-style edifice. While the farm’s cheonggukjang has been well-known among some consumers for a while, it has reached a broader market recently and is selling out through home shopping channels. Whenever the product sell
Mar 14, 2018