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Delivering healthy super food to Korean consumers
CEO Cho Dal-Ju of Cho Dal Co., ltd.

People-oriented Cho Dal leads the super food market

Super food is known to raise our immunity against various diseases caused by pollution, stress and irregular meals. While super food became common long time ago in many advanced countries, it was introduced to Korea only 5 years ago. However, the market in Korea has grown fast despite the short history through instant rice and food and the sales have been estimated to be worth around KRW 100 billion. One of the top contributors to this remarkable growth is CEO Cho Dal-Ju of Cho Dal. Cho established the company in March 2013 and has grown the business with its two super foods: Quinoa and Amaranth. But it was not easy to sell these super foods as they were rather unfamiliar to many Korean consumers who had a sense of hostile to imported agricultural products back then. “Everybody wants to lead a healthy life. Quinoa and Amaranth are known as the grains sent by the God and they were loved by many people in the world. I recognized their value and was determined to introduce these super foods to Korean consumers” said Cho. Cho saw the sales growing gradually ever since launching the business in 2013. Despite a sales drop in 2015 when MERS hit Korea, Cho recovered back the sales in 2016 and has turned the business into a corporation with the new business name Cho Dal. “Cho Dal will include import and selling of raw materials of super foods in addition to the current distribution business so that we can provide better super foods at rational prices” said Cho.

‘kamu kamu’, containing 60 times more vitamin C than lemon,
arrives Korean market

Cho shows a grave concern over the heated-up price competition by companies hoping to cash in on the super food market in Korea. “Korean sellers tend to jump into trendy products to create a fast profit by offering lower price than the rivals. But what they do is that they import cheap Chinese raw materials in order to meet the unit price necessary” explained Cho. Cho Dal, on the other hand, provides high quality raw materials in close cooperation with Dongwon Home Food and introduced various products including Amaranth tea. Rather than pursuing a short term profit, Cho thinks first the health of Korean consumers. ‘Kamu kamu’ especially is one of the main products to promote. It contains natural vitamin C more than any other food on earth: 60 times more than lemon. It is the highest quality fruit which provides natural vitamin C without sugar and has 16 times more sulfation factor than synthetic vitamin which is good for anti-aging. “Kamu Kamu belongs to plum family only produced in the tropical rain forest in the Amazon. A 1~2 grams of the imported Kamu Kamu powder can suffice daily allowance of vitamin C for adult” explained Cho. Cho signed an exclusive supply agreement with a Korean businessman, who has supplied natural materials to the world from Peru for the last 10 years, for importing yearly 200 tons of Kamu Kamu. The company in Peru has cutting edge Japanese refrigeration equipment and is producing various natural materials of the Amazon. It is the sole company in the world which uses the freeze-drying method to maintain all the nutrients of Kamu Kamu unlike the existing Kamu Kamu powder products in Korea which lose part of nutrients through hot-air drying. The powder from Peru melts well in cold water and 100 grams of the powder contain more than at least 14,000mg of vitamin, 7 times more than other products. The powder currently is supplied by Sangshin Group in Japan, Dupont in the US and Cho Dal in Korea. Cho Dal also is soon supplying the products to Chinese market. “We’ve already been supplying Kamu Kamu in powder, extract and juice and will be making into a drink, yogurt, snacks and cosmetics with the goal to release them by early next year. The expected sales are KRW 10 billion but we are targeting to achieve total sales of KRW 15 billion by the end of 2017” said Cho. Having these goals set in the step by step procedure, Cho and his staff are determined with responsibility and mission to raise health of Korean people through quality super foods. <Power Korea> wishes Cho and Cho Dal a successful 2017. 
 


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