With the steady popularity of Korean culture and trends among Malaysians, fans of K-pop, K-dramas, Korean fashion and all things Korean will now have another thing to shout about – the Korean fresh produce culture.
From household staples, such as cabbage and onions to more exotic selections like Perilla leaves, Incubator pumpkin and Golden enoki, you can now experience a part of Korea at your friendly neighbourhood grocery stores via K Fresh by First Pick chillers.
K Fresh Zone, powered by the Korea Agro-Fisheries and Food Trade Corporation (aT Centre), first started off in Singapore, Thailand and Hong Kong before reaching our shores in mid-2019. It also recently opened a new branch in Vietnam.
Euro-Atlantic Sdn Bhd, a leading local importer, has been chosen by aT Centre to exclusively operate K Fresh Zone in Malaysia, branding it as ‘K Fresh by First Pick’.
Although a rather young homegrown brand, it has already made its way to 11 supermarkets nationwide and four more are set to open by the end of this year.
Each outlet has designated a special location for the K Fresh chiller decorated in royal blue designs. More than 20 varieties of fresh fruits and vegetables are carefully selected and air-flown directly from Korea.
“We usually think of Korean food as the ones from fancy restaurants, but very little effort has been made to educate the public on how these sumptuous foods are made from scratch.
“Through K Fresh, we strive to bring people back to basics by personally choosing the fresh produce and cooking from home, ” said Euro-Atlantic Sdn Bhd managing director Ebby Loo.
Each produce has a story to tell and is unique in its own way. The Euro-Atlantic team has gone to great lengths to search for new and emerging food sources by personally visiting farms, speaking to growers from different regions and evaluating their quality to ensure the produce that arrive in Malaysia are nothing short of fresh.
One of K Fresh’s featured products are the Golden enoki mushrooms, which are specifically grown-to-order and packed with modified atmosphere packaging. This protective gas extends the shelf life of fresh produce, ensuring they stay fresh before consumption.
An array of seasonal fruits is also available such as mini yellow melons (Chamoe), Baekja melons, premium Shine muscat, Kyoho grapes, fragrant white peaches, Singo pear, persimmons, pesticide-free blueberries, mini apples and the popular Maehyang strawberries.
Exciting activities and collaborations are lined up as the K Fresh brand will be partnering local restaurants incorporating K Fresh ingredients, while working with chefs and nutritionists to come up with tantalising new Korean and Malaysian fusion recipes to suit local tastebuds.
Netizens will be able to keep up-to-date with the latest K Fresh happenings by following @kfreshmy on Facebook and Instagram.
K Fresh by First Pick counters are located at these major retailers:
- Jaya Grocer, Empire Shopping Gallery
- Jaya Grocer, One Utama Shopping Centre
- Village Grocer, Plaza Arkadia
- Ben’s Independent Grocer, Publika
- Urban Fresh, Setia City Mall
- AEON, Mid Valley Megamall
- AEON STYLE, Taman Maluri
- AEON, One Utama Shopping Centre
- Everrise, Imago Shopping Mall (Sabah)
- City Grocer, Suria Sabah Shopping Mall (Sabah)
- Maslee Express, Molek Pine 4 (Johor)
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