Busan Daily – October 16, 2013 – The World is Our Stage
Busan Daily – October 16, 2013 – The World is Our Stage
▲ Angel President Jeom Doo Lee Kim explains the advantages of stainless steel made green juice. Angel offered.
"We are recognized around the world because we make products from the heart for the health of the family."
The Angelia Juicer, made by Angel Co., Ltd. in Shinpyeong-dong, Saha-gu, Busan, is more popular in foreign countries than Korea. Exports account for more than 90% of total sales. Angel says its marketing strategy is nothing more product descriptions in English on the internet. Nonetheless, foreign buyers from Russia, the US, Germany, the UK, and Japan have called or visited the company to buy Angel Juicers. A Russian buyer is raising the sales of the juicer, advertising Angel Juicers on their own in magazines and installing an outdoor billboard in their local city.
Exports exceed 90% to more than forty countries
Foreign buyers line up for distributor rights
More juice and nutrients than other products
As overseas buyers have heard word that Angel Juicers are good, buyers are trying to monopolize overseas distributing rights. It is an envy of other exporting SMEs who have participated in overseas exhibitions and visited overseas buyers for many years doing overseas marketing.
"We were surprised at the first time that foreign buyers who had received the sample of the juicer wanted to buy the products as if they were competing with each other," said Angel CEO Jeom Doo Lee Kim. "Buyers are impressed with the excellence of our products and are willing to be responsible for overseas marketing. So, we are exporting to forty countries around the world," she said. Angel Juicers are recognized by overseas buyers as being superior in quality to other companies' juicers. Kim developed her product by hand with love and care while caring for her family. In the late 1970s, her husband suffered from angina due to a business failure, and her youngest daughter was unable to eat properly and was malnourished. Kim first developed a machine similar to a juicer in 1982 after studying ways to easily make and eat natural foods with brown rice, vegetables, etc. to treat the symptoms of family members.
I made this product and sold it, but it was expensive and there was a lot of inconvenience to buyers because there was no ability to extract the juice. Kim succeeded in making machines with the ability to extract juice two years later after a long struggle, and it became popular nationwide by steadily selling fifty units every month. At the time, however, the products were made of aluminum and plastic, which made it easier for them to corrode and break down, complained housewives.
Since then, Kim has been constantly improving her juicers to make it easier for housewives to think about their family's health first. Angel has spent 7 billion won over fifteen years up to 2006 to solve the complaints and inconveniences of housewives and to manufacture the products with stainless steel which is rated as the safest material for food. Angel's stainless-steel juicer Angelia, which is developed like this, is now boasting of excellent quality and has gained popularity overseas. Kim said, "Angel Juicers are strong first—they are resistant to corrosion and not easily broken. Their excellent quality will not change even after twenty years." "It produces more juice than other company’s products. It’s benefit it that [it produces] a lot of nutrients without damaging them." In fact, the Korea Food Research Institute analyzed the nutritional composition of green juice in 2009, and found that the juice of Angel Juicers contained 82.8mg and 15.0mg per 100g of calcium and magnesium, respectively, three to seven times more than other products.
Angel will continue to improve the quality and function of the juicer from the viewpoint of housewives and consumers and plan to introduce an automation system to the manufacturing process in order to enhance price competitiveness through cost reduction.
Kim said, "Although it is important for us to sell juicers, we would like to help people to live healthy and happy lives by spreading representative health foods such as natural juice." “We will do our best to produce products that help consumers live healthy lives. " She also dreams of building a nursing center to help patients with 'good food' such as juice.
moon@busan.com
Reporter Kim, Hyeong