Fresh Plaza: Whimori, a brand known for freshness, safety and quality, ensures high quality control of the products and advanced traceability system. Launched in Tokyo, Japan in 2004, Whimori was created to represent the leading agricultural products of Korea and make a mark in the world market. Paprika, pear, and chrysanthemum were the first three products offered followed by King Oyster mushroom, rose and kimchi. At the moment, there are six Whimori products available in the market and strawberries are expected to be
added to the list. Whimori has an advanced traceability system wherein consumers can easily trace the quality of the products which provide information on the cultivation, producer and the product itself. It gives the consumers the assurance of how safe the products are and guarantees the quality. Its traceability system is continuously being developed by Korea Agro-Fisheries and Food Trade Corporation or aT to compete in the global market. aT makes Korean products establish a stronger global presence and provides agricultural 
marketing services. In order to acquire the Whimori brand, exporters must pass a thorough inspection of the product from all aspects by aT and the Korean government, from the techniques used in the cultivation of the product in the field to ensure high quality and freshness to marketing plans of the Korean exporter. Additionally, Whimori participated in the FOODEX Japan 2012 in March and received positive results from the event which inspires more the team to continue promoting the brand internationally.
Due to the positive feedback, the event served as a turning point to relaunch Whimori and even to start advanced branding soon. It aims to build more personality on the products and to attract more prospects. Whimori products are popular among Japanese consumers for both paprika and flowers. The demand in King Oyster mushroom and pear is increasing among American and European consumers. 
Next year, Whimori is expecting to launch their new traceability system worldwide which fits in the digital world we live in. In the meantime, Whimori is getting more popularity by means of brand launching, participating trade fairs and by mass media promotion. Whimori products are ISO, GAP and HACCP certified. Contact details: Mr. JooYong Lee, aT Korea Agro- Fisheries & Food Trade Corporation, tel 0082-2-6300-1448, cel 0082-10-8679-9909, pathfinder@at.or.kr, www.at.or.kr, Publication date: 6/1/2012 , Author: Yzza Ibrahim, Copyright: www.freshplaza.com, Source: Fresh Plaza
