Coupang announced on the 24th that it will launch its "Premium Fresh" and introduce various premium fresh foods, including fruits, seafood, vegetables, and meat.
Premium Fresh offers over 500 products across 12 categories, including fruits, seafood, vegetables, meat, eggs, and dairy products. Fruits, seafood, and vegetables that meet Coupang's premium quality standards in terms of quality and size will bear the "Premium Fresh" label, ensuring the highest quality for customers through a stringent inspection process.
In the institutional sector of meat, it showcases the finest 1++ grade (two-star) Hanwoo brand products such as sirloin, bone-in bread, Umihak, and Umimoo, while providing free-range No. 1 eggs. For milk, it has expanded its organic brands, which own dedicated farms such as Jeju Seong Isidore Farm, Beomsan Farm, and Youngjoon Farm.
Coupang applies thorough standards to manage Premium Fresh, from the farming environment to the production and distribution processes.
Coupang Premium Fresh exclusively handles products that exceed the "Good" grade typically sold in stores, as well as the relatively superior "Better" grade, offering only the "Best" grade items. Coupang fresh food brand managers (BM) and quality managers (QM) have directly visited major producing areas nationwide to thoroughly examine growing conditions and quality management standards. For example, apples boast a high sugar content of over 14 bricks.
Premium Fresh products undergo a precise five-step quality inspection before reaching customers. First, the weight is checked, and any damage is confirmed during the product commercialization process. After that, the products go through a third selection before moving to Coupang's logistics center, where quality is again verified upon arrival. Finally, only the selected products undergo a final inspection before being delivered to customers. The packaging has also been differentiated. The existing blue shipping invoice has been changed to a green Premium Fresh signature shipping invoice for easy identification.
A Coupang official said, "Premium Fresh will not just be a simple fresh food option, but a new standard for providing the highest quality to customers," adding, "Through stringent quality management and differentiated services, we will enhance the value of the Rocket Fresh brand and lead innovation in the fresh food market."