SEOUL, KOREA - According to DongeuiBogam, a Korean medical encyclopedia, not only do persimmons cleanse toxins which have accumulated in the body, but they also strengthen the intestines and stomach. In addition, it is known that they are effective in removing freckles and preventing strokes. A Chinese medical text, BonchoGangmok, also mentions that persimmons nourish the heart and lung, cure tuberculosis and heartburn, and open up the stomach for cleansing.
In East Asia, persimmons have been called “the fruit of god” and are often given as gifts as a way to show appreciation to others. The fruit is rich in vitamin A and C, which help improve immunity and prevent colds. Unlike other sources, the vitamin C in persimmons is only slightly depleted when exposed to heat, water, or air.
The fruit is high in minerals including odium, magnesium, calcium as well as iron. Studies have found that their dietary fiber content is twice as much as apples’ and their phenolic compounds are good for heart disease.
Persimmons were originated in China before century. They spread to Korea and Japan, which are now the main producers of persimmons with a harvest of more than one million tons a year. They have been commercially cultivated since the mid-1800s in the West. A considerable amount of persimmons are now produced throughout California as well as Queensland in Australia. The production there is expected to significantly increase in the next few years.
The fruit can be classified into astringent, often called hachiya, persimmon, and non-astringent, or fuyu. Astringent cultivars are mainly located in East Asia. Astringent persimmons are rich in water-soluble tannins in their flesh and lose their astringency with maturity.
Due to their sensitivity to climate, persimmons are a seasonal fruit. They grow best in areas in which the average temperature is between 21 °C and 23 °C. Strong wind can also interrupt the fruit’s growth. In general, the astringent variety is more adaptable to colder conditions than non-astringent.
To eat the fruit in all seasons and remove astringency, Asians have traditionally dried them through a labor-intensive process. This process includes peeling, hanging, and hand-massaging. While being dried, tannin in the fruit changes from soluble to insoluble, removing astringency and increasing sweetness. Dried persimmons have long been the most frequently eaten snack for Asian people during the fall and winter seasons.
Dried persimmons, however, are still unfamiliar in the West. While the import rate of fresh persimmons has been gradually increasing in the United States, dried persimmon has been distributed to East Asian markets only. As the “slow food movement”, which seeks to preserve traditional and regional cuisine, has expanded over the world, people become interested in dried persimmons. Slow Food USA has placed the fruit in its Ark of Taste, "a catalog of almost 200 delicious foods in danger of extinction."
CHUNG-DO PREMIUM PERSIMMONS
Chung-do in Kyungbuk province of South Korea produces the best persimmons thanks to its perfect climate for growing the fruit. Chung-do persimmons have no seeds, a distinctive and exclusive characteristic, which helps make it the known as the best quality persimmon in the country. In particular, dried persimmons from this area known as “gotgam” in Korean, have enjoyed great popularity.
The Korea Agro-Fisheries & Food Trade Corporation, known as aT, saw the opportunity of exporting the fruit to the United States. The Chung-do based-company, Nature Farm, was selected as a main persimmon export agency. Since the fruit is still seen as strange to Americans, the first step was to establish an export root by building solid networks with U.S. buyers. To that end, Nature Farm built and run an office for public relations during the D.C. Food Fair, with the hope of increasing the awareness of dried persimmons.
To successfully enter the U.S. market, Nature Farm thought that it is important to emphasize the strengths of Korean dried persimmons and to distinguish them from the Japanese or Chinese fruit. Their characteristics of being seedless as well as its sweetness and tenderness, gave Korean gotgam a competitive edge. The resulting market analysis supported this, although Korean persimmons are relatively expensive, there has been a steady demand from customers. This data has shown the Nature Farm’s CEO that those who are health conscious and seek slow foods will be willing to pay a premium for quality persimmons.
During the promotional events held at Grand Mart in Washington D.C. and H-Mart in New York, Nature Farm gave out free samples to customers and conducted surveys to record customer opinions. According to the results, ninety percent of customers were satisfied with the company’s persimmons, and 85% of them expressed intentions to purchase the product. Import agencies and supermarkets have started to pay attention to Chung-do dried persimmons.
Nature Farm introduced various products including syrup, semi-dried and dried persimmons to the buyers at Solex Fine Foods, a retailer that provides premium quality delicacies. In addition, Korean chefs were invited to teach how the fruit can be utilized in restaurants. The buyers were impressed with the potential of the fruit as excellent deserts.
Nature Farm also participated in the IFSA In-Flight Meal Forum in a bid to attract premium passengers. Persimmons have satisfied participants and buyers from in all aspects including nutrition and taste. The forum reaffirmed that the fruit is a perfect addition for first-class guests.
