Daegok Strawberry Farming Cooperative Corporation was established in 2003 as the strawberry export division of Daegok Agricultural Cooperative and was transformed into its current status in 2011. With 14 farms in Daegok-myeon, Jinju City, covering an area of approximately 70,000 square meters, the cooperative has been dedicated to exporting under the "K-Berry" brand for about 20 years. The main export destinations are Southeast Asian countries, in particular Thailand, Vietnam and Hong Kong. Although in smaller quantities, exports also reach Malaysia, India, Singapore and other regions. Notably, the cooperative has maintained a 0% loss rate on exported products, demonstrating its meticulous attention to strawberry production and packaging.

From 2019 to 2023, the cooperative exported products worth KRW 18.4 billion, KRW 17.6 billion, KRW 16.2 billion, KRW 14.5 billion, and KRW 19.8 billion, respectively. Strawberry exports are included in the annual sales calculation from November of the previous year to May of the following year. Initially, the area under cultivation was approximately twice the current size, but due to a decrease in the number of exporting farms and the aging of farmers leading to retirements, the area under cultivation has been reduced to the current size. The Geumsil strawberry, the main variety of Daegok Strawberry Farming, was developed by the Gyeongsangnam-do Agricultural Research and Extension Services. Starting with the Maehyang variety, the first strawberry cultivated in Korea, all areas have been converted to Geumsil in line with the latest trends. Geumsil ripens quickly during cultivation and was the first variety to receive a KRW 100 million royalty and to be exported to the United States. It is characterized by high sweetness, low acidity and a blend of peach aroma, offering a rich flavor.

Strawberry cultivation spans from early April to September. Planting begins in early September, with harvesting from mid-November to the end of May the following year. The cycle of planting, growing and harvesting continues throughout the year. It is crucial to adapt wisely to various climatic changes, such as the rainy season and drought, from May to early September. Unlike other crops with shorter sowing and germination periods, strawberries take two to three times longer to mature from plant to plant. This extended period of 80 to 120 days poses challenges, especially during the overlapping monsoon season. It is therefore essential to gather experience, translate it into data and develop situation-specific solutions.

Ha Young-jun, the 38-year-old General Affairs Manager of Daegok Strawberry Farming Cooperative Corporation, ventured into strawberry farming six years ago. At the age of 32, he became a strawberry farmer in his hometown due to his father's illness. He faced initial challenges and repeated failures in the first 2-3 years. In the past three years, however, he has gained moderate expertise in everything from seedling cultivation to the entire farming process. When he faced difficulties, he always sought the help of three to four experienced people. He contacted them at least once or twice a week to gather data and expand his knowledge. Having overcome challenging times, he is now experiencing significant growth.
Last year, the cooperative achieved sales of about KRW 500 million and exported 32 tons from an area of 12,000 square meters. This accounts for about 25% of the cooperative's total sales. In terms of yield per area, they ranked second, and in terms of total size, they ranked third among the 14 farms. The top farm exported products worth KRW 150 million from an area of 4,000 square meters. Three years ago, the cooperative exported 32 tons from an area of 20,000 square meters, generating sales of KRW 350 million at an average price of KRW 10,000 per kilogram. In 2021, they reduced the cultivation area to 12,000 square meters with no significant difference in yield. They improved revenue efficiency by controlling the area to a size they could fully manage.