President Myung Hyung-sup told the entire company early in the year Daesang Corp. should boost earnings from its major lines of businesses and build the bases for its future growth engines this year, taking them as a key management plan for some time to come.
Daesang Corp.’s three key objectives in its management plan for this year, which will celebrate the centennial anniversary for the food maker will be continue to strengthen its traditional sectors of operation; food condiments and pastes to ensure stable income for the company while seeking future growth engines for its sustainable growth.
The key representative product, “Miwon” will continue to be pushed to boost its sales through marketing offensives, along with hot pastes including that made with unpolished rice and sauce germinated for over a year that should be continued to be pushed for sale to recover their market shares lost in the past several years. The company will also should push the sale of the ‘Whistling Cook,’ instant food that the company introduced to enter the instant food market to cut up its rightful market share.
Chungjungwon of Daesang Co. is ready to introduce its “Whistling Cook” technique, which signals that food is finished cooking and is ready to eat, along with six new kinds of food to go with it.
The food company developed what it calls a new way of simple cooking under the concept of “The Food World of Cooking with Sounds” along with six kinds of foods made with “the sound cooking system.” They include a cream chicken stew, tomato chicken curry, flour wrapped meat balls with beef juice and grilled Pollack and mushrooms, among others.
At the moment, the market for instant food is projected at around 590 billion won, including fried rice, foods made with pasta sauces, soups and stews with beef and pork, which are regular Korean foods making up a large portion of the market. The Whistling Cooking technique includes instant foods, including traditional “in home style” Korean foods, targeted for the people in their 30s and 40s with children.
A special feature of the Whistling Cooking technique is that the foods cooked with the system taste and look like they were cooked at home. A cooking valve is attached to the cover of a cooking pot or other container so they can be cooked quickly, minimizing any damage to food materials and thereby maintaining freshness.
The available food includes home-cooked meals from such countries as Britain, China, Belgium and Korea. Daesang began choosing food according to results from studying 180 foods from around the world. They finally selected six foods to satisfy the tastes of the general public in Korea, going through seven stages to select them.
They chose chicken cream stew from Belgium; a cream tomato chicken curry from Britain; flour-wrapped meat balls with beef juice from China; grilled Pollack and mushrooms from Korea; an olive pork rose stew from France; and a tomato hot chicken soup from Italy. They should be stored in a refrigerator until they’re ready to be cooked on electric ranges. When the whistle is sounded, the food is ready.
The company worked for a long time to develop the Whistling Cooking technique and the recipes for the foods under the supervision by Chef Kim Kyu-jin, who has many years of experience working for top-class hotels in Korea. Daesang FNF was launched on Dec. 1, 2006, through the acquisition of the food business of Doosan Food BG by Daesang Corporation to strengthen its fresh food business, and is specializing in the production of fresh foods, such as Jongga House brand kimchi and tofu.
Going forward, refrigerated fresh food businesses will form the majority of the food business in accordance with consumers’ preference for fresh foods. However, the domestic business is still inferior to that of international leading providers of fresh foods in its size or competitiveness. “That’s why it is a fact that our dining tables are filled with the products by overseas food companies,” the company said.
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