From Sungnyung to Nurungji: A Korean Farmer’s Journey of Innovation and Community

In the rural landscapes of Yecheon-gun, Gyeongsangbuk-do, South Korea, a returning farmer is revitalizing local agriculture through innovative food processing and a deep commitment to community. Hwang Seong-hee, CEO of Ro&Farm, is transforming traditional agricultural products into modern, health-conscious snacks and ingredients, demonstrating a new path for rural economic development.

A Return to the Land and a Vision for Processed Foods

Hwang Seong-hee returned to her husband’s hometown of Yecheon in 2020 with a clear vision: to create a business focused on the processing and distribution of agricultural products. The brand name, Lo&Pharm, embodies the philosophy of “Recovery On,” aiming to create foods that restore energy and well-being. This concept stemmed from a personal experience where the simple comfort of sungnyung (scorched rice) provided relief during a period of chronic illness, inspiring her to develop healthy and accessible food options.

Building a Foundation of Knowledge and Quality

Recognizing the necessitate for specialized skills, Hwang actively pursued training in agricultural processing. She completed programs at the Farmers’ Academy in 2021 and the Agricultural Technology Center’s ‘Agricultural Product Processing Entrepreneurship Training.’ A cornerstone of Ro&Farm’s approach is a dedication to high-quality raw materials. The garlic used in their signature products is the domestically developed ‘Hongsan Garlic’ variety from the National Institute of Horticultural and Herbal Science, sourced directly from farms cultivated with care by her in-laws, and husband.

Garlic Nurungji: A Crunchy Path to Success

After approximately two years of development and refinement at the Yecheon Agricultural Products Processing Technology Support Center, Ro&Farm launched its flagship products: ‘Garlic Nurungji’ and ‘Garlic Sauce.’ The Garlic Nurungji is now available in original, garlic-flavored, and garlic butter varieties, gaining popularity as a healthy and flavorful snack. Hwang leveraged training received at the processing center to enhance her product photography and online sales skills, becoming a prominent figure in local online commerce, known among farmers as ‘Labang Star.’

Expanding Reach and Recognition

Ro&Farm is actively expanding its sales channels beyond local markets. The company participates in large exhibitions like ‘Mega Show’ and is pursuing partnerships with major distributors, including Kakao Shopping and Hyundai Department Store. These efforts have been recognized with awards such as the Excellence Award at the Gyeongbuk Agricultural Information Competition and the Korea Venture Agricultural University Rural Development Administration Director’s Award.

A Commitment to Community

Hwang’s dedication extends beyond business success. She serves as the secretary general of the Korean Food Research Association and actively participates in local volunteer initiatives. Her husband, Choi Jae-yu, further contributes to the community as a volunteer firefighter, Saemaeul leader, and autonomous committee member. Ro&Farm demonstrates its commitment to social responsibility through annual donations and the sharing of their agricultural products with those in need.

“Returning to farming was a journey we took together, not alone, and as I was able to start with the help of the region, I similarly want to continue farming that grows together with the region,” says Hwang, emphasizing the collaborative spirit driving Ro&Farm’s success.

Ro&Farm’s story exemplifies how technology and dedication can revitalize local agriculture, creating new value from Yecheon’s agricultural heritage and offering a promising model for rural communities.