• 한국작물학회:학술대회논문집
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• 한국작물학회 2017년도 9th Asian Crop Science Association conference
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• pp.254-254
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• 2017

This study evaluated the grain quality of local brand rice from 6 major rice exporting countries which are anticipated to export their rice to Korea. Recently, with the end of the postponement of rice import tariffs in 2014, Korea is in a very easy environment to import foreign rice. Therefore, the quality evaluation of local brand rice in those countries is needed to secure the quality competitiveness of Korean rice, also to protect the rice industry in Korea. We provided total 38 local brand rice from USA(7), China(16), Australia(4), Thailand(3), Vietnam(5) and India(3), and 2 imported brand rice through MMA from USA and China to find out the status of the grain quality for each country. For the quality evaluation, we analyzed the physicochemical properties, milling and palatability-related characteristics. The amylose content on country average ranged from 24.4(India)~16.2%(Thailand). The protein content was 6.66% by overall average, and was higher in order of India(7.86), Australia(6.80), Vietnam(6.61), Thailand(6.59), China(6.28), USA(5.82). In Toyo glossiness value, it ranged from 75.7~45.2, and the figures in USA and China were the highest level. The head rice ratio ranged from 95.2~72.4%, and the figures in Thailand, USA and China were distinctly high. When we analyze the palatability of boiled brand rice with Chucheongbyeo as check variety by expert panelists, several rice brands from USA and China showed equal or better scores in shape, smell, taste, stickiness, texture and overall score, although most rice brands showed a tendency to decrease significantly in the taste characteristics compared with Chucheongbyeo. From the above results, it can be seen that the grain quality of USA and China rice is very competitive when imported into Korea. The results will provide basic information for the quality control of foreign rice which will be imported into Korea in the near future, also for the quality information which could be applied on the development of high-quality Korean rice varieties. Continuous monitoring about the foreign brand rice is advisable to improve the quality competitiveness of Korean rice.

• 농업과학연구
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• 제26권2호
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• pp.94-105
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• 1999

Chungnam-Do is the major agricultural province, supplies the large amount of rice and has the best situation in rice production. Rice production in Chungnam region is the major income source of farmers in the Chungnam province. In spite of the best quality, the rice quality which is produced in Chungnam province has been underestimated. For the improvement of this situation. Chungnam local government has developed the 'Cheong-Pung-Myeong-Wall' brand. The objective of the study is to give marketing information on 'Cheong-Pung-Myeong-Wall' rice for its sales promotion. The survey data on consumption patterns of consumers in the Taejon city who consume the 'Cheong-Pung-Myeong-Wall' rice were used in the analysis. The conclusions of this study may be summarized as follows : Generally the people who live in the Taejon city and consume the 'Cheong-Pung-Myeong-Wall' rice satisfy its quality, but the sales promotion of 'Cheong-Pung-Myeong-Wall' rice is needed For the sales promotion of 'Cheong-Pung-Myeong-Wall' rice, diversification of products, efficient usability of market agency, improvement of packing design, adequate advertisement, guarantee of 'Cheong-Pung-Myeong-Wall' rice taste and food safety, introduction of differentiated price by the producing region are required.

• 한국식생활문화학회지
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• 제25권3호
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• pp.270-284
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• 2010

The objective of this study was to familiarize people with the native local food of Chungnam Province by developing its regional food as a culture resource. Native Local Food Search and luxury itemization based on regionally-characterized stories enhances self-perception of the national culture, promotes appropriate local images to the public, and contributes to the local economy by increasing regional tourism. Therefore, this study researched local stories of cultural significance, that is, those connected to the history and originality of Chungnam Province, and developed contents related to Chungnam native local food. Features of the native local food were introduced by a story telling method in order to appeal to the five senses. The story was composed for easy understanding of the value of food, and the brand image of Chungnam was developed based on representative historical stories of the region. In this study, the following were developed as representative images of Chungnam: 'Royal meal table of King Moo-ryung' in Kongju was presented by recomposing the story of King Moo-ryung, a famouns king of the Baekje era; 'Mong-yoo-do-won's rice meal table' was introduced via Mongyoo-do-won's painting by Kyeon An, a famous painter of the Chosun era who was born in Seosan. The 'Royal meal table of King Moo-ryung' was set with food made from local farm products, demonstrating the flavor and elegance of the Baekje era. 'Mong-yoo-do-won's rice meal table' resembled Kyeon An's Mong-yoo-do-won-do, which has a background featuring early spring. The rice table was designed to remind people of a flamboyant painting like a scattered peach blossom leaf in the early spring. To verify the health effectiveness of each rice table, the function of each ingredient was investigated through 'Sik-ryo-chan-yo:a dietary treatment', which was published by Soon-Ui Cheon during the Chosan era. According to the results, most of ingredients are certainly beneficial to health, as was recognized in the early Choson era.

• 동아시아식생활학회지
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• 제20권5호
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• pp.785-793
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• 2010

This study aimed to identify particular foods that would be most appropriate as representatives foods of Daejeon, as well as the key factors affecting the branding of image of those foods. To achieve these aims we carried out a survey amongst 1,600 citizens and visitors. The Daejeon representative foods were determined to be Gujeuk Dotorimuk (Gu-jeuk acorn jelly), Hanbat Seolleongtang, Dolsotbap (stone pot mixed rice), Sutgol naengmyeon (Sutgol Cold Noodles), Daecheongho Minmulmaeuntang (Daecheong lake freshwater spicy fish soup) and Samgyetang (casserole of spatchcock with ginseng). These six dishes were designated as representative foods in 2001. Findings from the survey indicated the lowest level of brand! dish awareness was 11.6% generally and the top two preferences for the representative foods were ranked as, Samgyetang (24.8%) and Dolsotbap (23.6%). According to an awareness survey age differences played a significant role. Adults displayed a much higher awareness than younger generations. The survey also found that Daejeon city was strongly associated with images of science and technology, particularly areas such as Expo and the Daedeok Valley. This study's results suggests that developing a menu and marketing strategy based upon associated regional images may increase awareness for local foods among young consumers.

• 농촌지도와개발
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• 제21권3호
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• pp.215-241
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• 2014

마케팅 활동에서 브랜드의 영향력이 증가됨에 따라 국내의 농식품 시장에서 다양한 쌀 브랜드가 개발되고 있으나 지속적인 관리 부재로 인하여 경쟁력이 상실되고 있다. 본 연구는 지방정부, 개별경영체들이 개발한 쌀 브랜드의 인지도를 향상하기 위한 브랜드 자산평가 모형을 개발하기 위하여 수행하였다. 이를 위해 먼저 브랜드 전문가를 통한 전략캔버스(ERRC) 분석을 실시하여 쌀 브랜드 자산 요소를 도출하고, 설문조사를 실시하여 브랜드에 대한 자산 속성의 가중치를 도출하였다. 이는 브랜드 개발에 대한 기존연구에서 더 확장된 분석방법으로써 기 개발된 브랜드의 자산평가를 통해 마케팅 전략을 수립하는데 있어 중요한 산출지표로 활용할 수 있다는데 의의가 있다고 하겠다. 연구결과 브랜드 자산에 대한 가치를 향상시키기 위해서는 고객과의 유대감 형성해야하고, 유대감을 측정하는 세부항목은 만족도, 만족우위성, 재구매 의향, 가격 프리미엄, 구매의도, 주위권유 등으로 나타났다. 브랜드 자산의 가치향상을 위한 유대감 형성방안 전략은 다음과 같다. 첫째, 일정수준의 품질을 확보한 쌀에 대해서 지역의 대표 쌀 브랜드명을 포장재에 표시하도록 하여 명품화를 추구한다. 품질수준이 확보된 브랜드 쌀은 지역 브랜드로 통합하여 규모화하고, 지속적인 품질관리와 브랜드 관리를 해야 한다. 둘째, 품질과 브랜드가 뒷받침되는 상품은 프리미엄 상품으로서 고가전략으로 접근하되 포장단위를 다양하게 구성하여 고객 만족도를 높여야 한다. 셋째, 지인추천이 이루어질 수 있는 프로모션, 이벤트 등을 실시하여 홍보력을 높여야 한다.

• 한국식품영양과학회지
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• 제46권11호
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• pp.1336-1342
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• 2017

본 연구는 시판되고 있는 경기도, 충청남도, 경상북도, 전라남도 등의 지역에서 시판되고 있는 브랜드 쌀 품종과 대형마트에서 판매하는 PB 제품의 이화학적 특성 및 호화 특성을 분석하여 비교 검토하였다. 쌀의 일반성분 분석에서 수분함량은 15.67~17.03%, 조단백 함량은 5.73~6.30%, 조지방 함량은 0.38~0.95% 그리고 조회분 함량은 0.23~0.56%로 나타났고, 전라남도 일미벼 품종과 경상북도 일품벼 품종의 수분 함량이 높았고, 경기도 고시히카리 품종과 전라남도 호평벼 품종의 조단백 함량이 낮았다. 쌀가루의 색도에서 L값은 96.76~97.27, a값은 -1.63~-0.63 그리고 b값은 2.00~2.60으로 나타났다. 쌀가루의 수분흡수지수는 1.21~1.39로 나타났고, 수분용해지수는 0.63~0.93%로 경기도 고시히카리 품종과 전라남도 일미벼 품종에서 낮게 나타났다. 쌀가루의 아밀로오스 함량은 14.63~20.86%로 경기도 고시히카리 품종과 전라남도 일미벼 품종에서 낮게 나타났다. 쌀가루의 X-선 회절도를 측정한 결과 모든 품종의 쌀가루는 A 도형을 나타냈다. 아밀로그램에 의한 쌀가루의 호화 특성 분석 결과, 호화개시온도는 $59.57{\sim}63.23^{\circ}C$, 최고점도는 569.00~718.67 B.U., 최고점도 시 온도는 $87.23{\sim}89.27^{\circ}C$, 최저점도는 264.67~295.00 B.U., $50^{\circ}C$로 냉각한 냉각점도는 418.33~563.33 B.U., 강하점도는 303.00~423.67 B.U. 그리고 치반점도는 212.67~265.33 B.U.로 나타났다. 시차열량주사계를 이용한 쌀가루의 호화엔탈피 측정 결과 호화개시온도는 $54.66{\sim}58.63^{\circ}C$, 호화정점온도는 $65.87{\sim}68.14^{\circ}C$, 호화종료온도는 $73.37{\sim}75.54^{\circ}C$ 그리고 호화엔탈피는 1.98~2.95 cal/g으로 나타났다. 내부치밀도와 호화 개시온도가 높고 수분흡수지수, 조단백 함량, 아밀로오스 함량 그리고 아밀로그램의 최종점도 및 치반점도가 낮으면 식미가 좋은 품종으로 봤을 때 경기도의 고시히카리 품종, 전라남도의 일미벼 품종 및 호평벼 품종 그리고 충청남도의 삼광벼 품종이 우수한 품종으로 나타났다.

• 한국유기농업학회지
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• 제11권2호
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• pp.23-42
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• 2003

The study must have standpoints for the stable market construction of the Environmental-Friendly agricultural products of the quality-certificated which has rapidly grown due to a discussion of the environment and agriculture, income increase and the interests on foods stability. The survey was conducted through face-to-face interview of 200 adults who are in their twenties or more in Cheonan-city. In this research, the Environmental-Friendly agriculture was a clean agriculture not using a fertilizer or chemicals and the agriculture which protects the environment by preventing the environmental pollution. In the analyses of the consumer's willingness to pay, the rice showed 69,851 won, and a lettuce and bean-curd showed 947 won and 1.412 won respectively. In terms of current issues of the policy, to establish the stable circulation structure and consumption strategy, there must be a clearness raise of the Quality Authentication (QA) Mark. To raise the trust through quality authentication, there must be transparency raise of information by distribution stages and the thorough post management of the official institutes. Also, to persue the competitive product differentiation, there must be the settlement of the product brand on the market, development of the new production technology and a classification of consumers by incomes. Finally to construct stable distribution and price system, there must be active participation of the local agricultural cooperatives in the distribution of the Environmental-Friendly agricultural products of the quality-certificated and the understanding of the proper price of the consumer market and flexible strategy of the price change.

• 한국육종학회지
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• 제41권3호
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• pp.288-291
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• 2009

"동해진미"는 중만생종이면서 쌀 품위가 좋고 밥맛이 양호하며 내병성이 양호한 품종으로 주요특성과 수량성을 요약하면 다음과 같다 1. 출수기는 평야지의 보통기 재배에서 8월 14일로 "화성벼"보다 2일 늦은 중만생종이다. 2. 주당수수와 수당립수는 "화성벼"보다 약간 많은 편이고 현미천립중은 22.4 g으로 "화성벼"보다 다소 가벼운 중립종이다. 3. 불시출수와 수발아가 안되는 편이고, 위조현상에 강하고 성숙기 엽노화가 느린 편이며 내냉성은 "화성벼"와 출수 지연일수는 비슷하나 임실률은 낮은 편이다. 4. 잎도열병은 중도이상의 저항성이며 도열병 내구저항성도 "화성벼"보다 강하다. 흰잎마름병($K_1{\sim}K_3$)과 줄무늬잎마름병에는 저항성이이나 오갈병 및 검은줄오갈병과 충해에는 약하다. 5. 심복백은 거의 없고 "화성벼"수준으로 맑고 투명하며 도정률, 완전미율이 높다. 아밀로스함량은 "화성벼"보다 조금 높고 단백질함량은 낮으며 밥맛은 양호하다. 6. "동해진미"의 쌀수량은 보통기 보비재배 6개소에서 평균 6.05 MT/ha로 "화성"보다 9% 증수되었으나, 이모작재배에서는 4.97 MT/ha, 만식재배에서는 5.13 MT/ha의 수량을 보였다.