Green Umbrella Revives Gimcheon Shine Muscat Through Public-Private ESG Partnership

Green Umbrella, a child welfare organization, has launched a public-private partnership to revitalize Gimcheon's Shine Muscat grapes. The initiative involves local government, public corporations, platform companies, and manufacturing firms working together to secure sales channels for the fruit and support underprivileged children.

The 'Gimcheon Shine Muscat Food Upcycling' campaign, in collaboration with Gimcheon City, Korea Expressway Corporation, Food Factory, and Kakao Makers, focuses on utilizing about 2.69 tons of Shine Muscat grapes that might otherwise be wasted due to quality concerns. Each partner organization plays a distinct role based on its expertise, from procurement to processing, sales, and donation.

The Korea Expressway Corporation is investing 50 million won in social contribution funds to purchase the grapes. Food Factory will process them into 150g cup fruit products, while Kakao Makers will provide a sales platform. This integrated approach ensures the grapes find a market, reduces food waste, and directly benefits children in need.