An idea enterprise leading a simple and new dietary life 

- Kim Seon-guk, president of Thenaum Co. for Fooding Factory 

Lately, increase in 1-2 person households is also increasing the popularity of small-pack products of on/offline mart. Ingredients on a large mart are mostly of large volume. However, there are youths who cannot be equipped with professional kitchen appliances and goods because of their need for frequent move and two-income families in short of cooking time because of frequent night duty. In these circumstances, Thenaum, a manufacturer and distributor of convenient cooking, is wining popularity by launching ‘Fooding Factory,’ which is a new-concept brand in understanding and reflecting the dietary life pattern of such customers. 

Diverse and convenient good menu enjoyed at home 

Fooding Factory, a compound of ‘Food’ and a present progressive form ‘Ing,’ is carrying out the motto, “To lead along the modern dietary culture from the start.” Fooding factory is supplying the convenient small-pack menu not influenced by region, age and time through an online site. Especially, you can purchase a conveniently-cooked food easily made even at a compact kitchen for 1-2 person households with a simple cooker. Besides, it supplies products of in-house planning, research, manufacture and design, not one circulated in the market, at a reasonable price. Kim Seon-gook, who was acting as MD for clothing and miscellaneous products at an online shopping mall, watched the customers’ needs for food distribution and future possibility of development while doing brand product planning and sales at a distribution business of chicken franchise and founded Thenaum, an online food distribution company, in August 2013. Fooding factory, which is Thenaum’s independent brand, circulates small-pack units and semi-cooked food in convenient cooking to fill the demand for small-pack products of small-size families. Besides, it is distributing the menu of ingredients for differentiation of the menu needed at caf?, draft beer and powdered food shop of the self-employed by developing them. For the self-employed, they supply ingredients in consideration of fashion and turnover. They developed a hygiene small packing for 1-2 persons to make a convenient cooking possible with a merit that anyone can make the menu easily without difficult process of cooking. Besides, as the customers’ demand for food safety has increased with quality of taste, the company is carrying on with online sales by signing a contract with ‘Woori Flour Feeding’ well-known as an eco-friendly company. The popular menu of Fooding factory is powdered food, bakery-like dessert and side dish for wine, with high sales of the idea product, such as Zolmyun Tokpokki, big cheese stick, honey bread, Odari fried dish and fried potato. Its own brand foods are co-produced with a manufacturer in OEM contract with a specification based on the research of Fooding Factory head office with the system of delivering them around the country by the stock in the head office distribution center equipped with a cold storage warehouse.  

Also known for the system for operator and customer as well as diverse events

Thenaum Fooding Factory is selling products through open market, social commerce and the company’s mall. It is also an official sales agent for online circulated food such as a beverage brand Dole Korea, eco-friendly brand Purunai and Nolbu Co. All the staff of Thenaum, including President Kim has lots of career in franchise business and practical experience in online market field. Thus, it was possible to make a deal in distribution with recognition of the accuracy and specialty as an online operator wanted by the brands of food service or beverage. President Kim said, “Since the launch last year, we have made efforts to be recognized as a long-term brand by putting up our merits of low prices, sanitary packing and one-or-two-person’s portion, quick day shipping and safe delivery. For characteristics of online field, we have carried on with the customers’ experience event in the company’s mall and official blog, while participating in the experience event of It’s Free, which allowed delivering products with only delivery fees, by advancing into auction. Currently, the company’s main customers are the younger generation in their 20’s and 30’s while with many customers in 30’s and 40’s in B2B membership system. For a new food brand, visual effect is important but giving a chance to try taste and confidence in the product is the way to lead to repurchase. Getting the positive review on taste and word of mouth through the customer’s comments must have been the secret of the increase in sales.” For diversity of the semi-cooked food with possible limits in menu, Fooding Factory is constantly developing a new menu in the process of coming up with an idea, handing over a tentative plan to a manufacturer, manufacturing a sample for tests on taste and selling it on the market after approval. Usually, it takes two or three months until the last phase but in the time period with changing conditions and sense of the season as these days, he says, it is important to observe the customer’s taste well without being contented with the hit items. For price competitiveness, he is earning confidence by carrying on with a discount event, etc. on hit menu by period. This is a win-win system for operator customers on small-size caf?, pub, small beer, etc. by accepting proposals, improvements and ideas of new menu and supporting the shop operation through developing menus that are helpful in sales. In this way, Fooding Factory is intended to emerge as a leader in ‘dietary culture moving one step closer to customers’ through its company brand, construction of distribution network, online contents, development of new menu and customer service.