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iv ABSTRACT A Study on the Production and Marketing of Sprouts and Leaf Vegetables The consumption of sprouts and leaf vegetables is recently being increased as wellbeing foods. They take up a large share in the vegetable markets of the USA, Europe, and Australia; but, in the case of Japan, their share in the vegetable market is small although their share is being elevated. The purpose of this study is to seek ways to promote the sprouts and leaf vegetables industry by investigating and analyzing the current status and technical difficulties on the field with respect to such aspects as cultivation methods, production, distribution, consumption, and seed development. The cultivation area for sprout vegetables was 65ha in 2005. It had increased by an annual rate of 5% on average from 2002 to 2005. In terms of cultivation areas for sprout vegetables, radish sprouts were cultivated the most with a 31% share followed by turnip, alfalfa, salade and romaine. The production amount of sprout vegetables was too small to be obtained before 2002. However, it is estimated to have been 16 billion won in 2005. The area for leaf vegetables was increased to 11,682 ha in 2005 with an average annual increase of 5% from 2000 to 2005. The items which showed large increases in cultivation area were 'Ssamchu', a newly developed variety of cabbage, leaf cabbage, and Pak Choi. The item that showed a reduction in cultivation area was lettuce. The production of leaf vegetables was increased to 290 billion won in 2005 with an annual increase rate of 10% on average from 2000 to 2005. The environment-friendly cultivation of leaf vegetables was at an insignificant level in 2000 but has increased to around 10% in 2005. During the period, environment-friendly cultivation has increasingly been adopted by farmers every year along with the rise in the consumption of high-quality and safe agricultural produce. Sprout vegetables are grown from the seeds that not been treated with chemicals and are harvested within 3 4 days after sprouting; they are cultivated by using an environment-friendly method without the use of agricultural chemicals or fertilizers. Sprout vegetables are cultivated in the form of large enterprises since the production of only one item cannot meet

the needs of consumers. Each enterprise cultivates at least 20 items at the same time. There is the need to establish the strategy for substituting the seed import and increase the export of sprout vegetables through the development of seeds. The sprout vegetable seeds market is estimated to stand at about 2% (300 million won) of the 150 billion-won vegetable seed market in Korea. Of the total sprout seeds, more than 2.4 billion won (80%) of seeds are imported. Meanwhile, the cultivation area of sprout vegetables is expected to increase in the future along with an increase in the amount of money needed to import seeds, thus resulting in the growing need to substitute the import through seed development. Results of customer survey showed: firstly, it was found that, in the case of sprouts and leaf vegetables, high quality and functional vegetables are preferred; Secondly, in the case of leaf vegetables, consumers preferred to buy them by using the conventional weight measurement system rather than in small packages and, in the case of sprout vegetables, mixed small packages were preferred; thirdly, it was found that whether or not the agricultural products were produced through an environment-friendly cultivation method that ensures food safety was an important factor in their consumption. In terms of the development direction for sprout vegetables, they should be cultivated as a 'demand-creation' crop. As the share of persons aware of sprout vegetables is less than 50% of total customers, and only 40~50% of ordinary customers know the beneficial effects and cooking methods of sprout vegetables, and as 50~60% additional demand is expected in the future, the consumption of sprout vegetables is expected to continue the increasing trend. The production of sprout vegetables requires a production system to suppress the propagation of bacteria that may cause food-poisoning. At the same time, strict production management and monitoring are needed. Sprout vegetables need to be developed as the secondary processing industry (sprout soup, sprout cosmetics, and sprout teas) to meet the growth in potential demand. Leaf vegetables need to be cultivated as a new, high-income earning crop. The cultivation area for leaf vegetables has increased from 9,200ha in 2000 to 11,700ha in 2005 with a 5% annual increase on average, while the production amount showed a yearly growth of 10% on average during the same period; the consumption has increased and expanded. As the demand for high quality and safe agricultural products including leaf vegetables is increasing, the production of leaf vegetables, too, should be v

vi converted into environment-friendly cultivation. However, since more than 50% of the cultivation costs are taken up by environment-friendly materials, a government strategy to provide the materials at low costs is required. Researchers: Kim Yean-Jung, Park Hyun-Tae, Han Hye-Sung E-mail address: yjkim@krei.re.kr E-mail address: htpark@krei.re.kr E-mail address: funny1978@krei.re.kr

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7 350 300 250 양채류 200 150 100 새싹 쌈채소 50 조미채소 근채류 엽채류 0 2000 2001 2002 2003 2004 2005

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31 개별소비자 다량수요처 ( 음식점 ) 계

32 30 대량수요처 (48) 생산자 (100) 도매시장 30 (30) 30 소매상 (30) 12 18 30 대형유통업체 (30) 30 개별소비자 (52) 10 홈쇼핑 10 (10)

33 개별소비자 대량수요처 ( 음식점 ) 계

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36 새싹 소매상 생산자

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41 35,000 원 /4kg 상자 30,000 25,000 20,000 15,000 10,000 5,000-1 2 3 4 5 6 7 8 9 10 11 12

42 25,000 원 /100 속 20,000 15,000 10,000 5,000-1 2 3 4 5 6 7 8 9 10 11 12 40000 원 /10kg 35000 30000 25000 20000 15000 10000 5000 0 1 2 3 4 5 6 7 8 9 10 11 12

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46 80 70 60 50 40 30 20 10 0 74.1 64.4 50.1 49.9 35.6 25.9 1 년간평균구입비율 소비형태 : 가정내 소비형태 : 외식 새싹채소 쌈채소

47 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 62.5 58.0 41.2 35.0 2.5 0.8 증가거의비슷함감소 새싹채소 쌈채소 100 80 85.3 75.2 60 40 20 0 21 10 0.7 2.3 2.1 1.5 1.9 건강 맛 낮은가격 외식 직접재배 새싹 쌈

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50 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 71.6 61.3 35.4 27.2 3.3 1.2 계근소포장기타 새싹채소 쌈채소

51 50 45 40 35 30 25 20 15 10 5 0 45.5 47.4 25.1 27 11.3 14.2 16.9 신선도 가격 색깔 / 색택 기능성 ( 항암, 다이어트 ) 7 1.2 4.4 친환경 새싹 쌈

52 45 40 35 30 25 20 15 10 5 0 43.8 26.1 19.7 12.8 5.3 1.2 일반 / 친환경생산자및연락처품목가격중량브랜드

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80 7번보기 : 1 동네채소가게 ( 소매상 ) 2 인근재래시장 3 농가와직거래 ( 생산자단체, 한살림등 ) 4 대형할인매장및백화점 ( 하나로물류센터, 이마트, 백화점등 ) 5 도매시장에직접가서 6 인터넷 /TV 홈쇼핑 7구입하지않음 8 기타 ( ) 8번보기 : 1 품질을믿을수있어서 2 가격이싸서 3 거리가가까워서 4 다른물품들도같이구입할수있어서 5 배달이가능해서 6 기타 ( )

81 10 번보기 : 1 신선도 2 가격 3 색깔 / 색택 4 기능성 ( 항암, 다이어트 ) 5 생산지 6 브랜드 7 기타 ( ) 11번보기 : 1 영양적가치가높아져야한다 2 안전성이높아져야한다 3 신선해야한다 4 색깔이명확해야한다 5 향이독특하고식용을돋을수있어야한다.

82 < 친환경농산물의종류 > 1) 유기농산물 : 전환기간이상 ( 다년생작물 3 년, 그외작물 2 년 ) 을유기합성농약과화학비료를일체사용하지않고재배한농산물 2) 전환유기농산물 : 1 년이상유기합성농약과화학비료를일체사용하지않고재배한농산물 3) 무농약농산물 : 유기합성농약을일체사용하지않고화학비료는가급적권장시비량의 1/3 이내로사용하여재배한농산물 4) 저농약농산물 : 제초제를사용하지않고유기합성농약은농약안전사용기준의 1/2 이하, 화학비료는가급적권장시비량의 1/2 이내수준으로재배한농산물

83 14번보기 : 1 품목 2 중량 3 일반 / 친환경 4 가격 5 생산자및연락처 6 브랜드

84 15번보기 : 1 TV 2 라디오 3 신문 4 지하철 / 옥외간판 5 팜플렛 6 아는사람 7 인터넷 8 구매경험 9 기타 ( ) 16 번보기 : 1 한식류식사에서식미를높이기위해서 ( 예 : 비빔밥, 삽겹살등 ) 2 양식류식사에서식미를높이기위해서 ( 예 : 샐러드 ) 3 일식류식사에서식미를높이기위해서 ( 예 : 회, 알밥등 ) 4 중식류식사에서식미를높이기위해서 5 음식장식용 (decoration) 6 영양적가치를높이기위해 ( 건강상 ) 7 기타 ( )

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