Higher Quality Drives Sales Again... Lotte Mart Sees 20% Increase in Shine Muscat Sales

Shine Muscat Grapes Face Oversupply as Number of Farms Surges
Wider Quality Variations Drive Down Consumption Despite Lower Prices
Lotte Implements Close Control of Cultivation Days and Sugar Content Throughout Entire Growing Process

Lotte Mart and Lotte Super announced on August 18th that their sales of Shine Muscat grapes last month increased by more than 20% compared to the same period last year. The company explained that its strategy of managing sugar content from the production stage and filtering out products that do not meet its standards led to the sales growth.

Once regarded as a representative premium fruit, Shine Muscat grapes are currently facing oversupply due to an increase in both the number of farms and production volume in a short period. Although prices have dropped by more than 30% compared to five years ago, domestic consumption has yet to recover. The main cause of sluggish demand is cited as declining quality.

Overview of Shine Muscat display at Lotte Mart Zeta Plex Jamsil branch. Provided by Lotte Mart.

Lotte Mart and Lotte Super operate a comprehensive quality control system covering every stage from cultivation to store delivery for Shine Muscat grapes. They operate by signing pre-harvest contracts with partner companies for each farm. Unlike the traditional method of purchasing already harvested products on the market, this structure focuses on managing the quality of grapes from the production phase. The number of operating partner companies has also been streamlined from six five years ago to three currently, further increasing oversight and management at each production site.

Premature harvesting is strictly prohibited during the cultivation process. Throughout the growing period, non-destructive sugar content measurements are checked weekly, and only grapes that meet the pre-set number of cultivation days and sugar content criteria are harvested. Reflecting the Shine Muscat's characteristic of not increasing in sweetness after harvest, the focus is on ensuring full ripeness on the vine.

Site inspections at the production areas are also carried out. Lotte Mart and Lotte Super have 'Inspection MDs' stationed at major fresh produce regions across the country to manage products closely on-site. These MDs frequently visit Shine Muscat partner companies in locations such as Gimcheon and Yeongdong to check both internal and external quality, including grape size, cluster weight, and sugar content. The working environments of the sorting and packaging facilities are also subject to inspection.

After harvest, 100% non-destructive sugar content sorting is conducted for all grapes. Using non-destructive machines, sugar content is measured without damaging the products, and only fruit that meets the company's internal standard of 15 Brix or higher is delivered to stores. This process allows the company to offer consistently good taste and quality across all branches.

Lotte Mart and Lotte Super believe Shine Muscat grapes have the potential to become newly popular as a 'cost-effective fruit' that excels in both taste and price competitiveness. As increased supply has reduced price pressure, the company sees an opportunity for Shine Muscat grapes—with their characteristically high sugar content and product quality—to become a more mainstream daily fruit. Going forward, they plan to continue strict management from the production stage and supply high-quality products, aiming to help revitalize consumer demand across the entire Shine Muscat market.

Choi Hyunkyung, Fruit Team MD (Merchandiser) at Lotte Mart and Lotte Super, said, "Restoring consumer trust in quality is the top priority for revitalizing the Shine Muscat market," adding, "We will ensure that Shine Muscat's authentic sweetness and flavor are fully delivered through Lotte Mart and Lotte Super, consistently providing products of exceptional quality that guarantee satisfaction at any purchase time."

This content was produced with the assistance of AI translation services.