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June 26, 2006 Volume 30, Issue 36 |
Connection may spur new U.S. ‘Seoul’ food
Mississippi State researchers and officials of a South Korean food products company are taking a can-do approach—actually a “mandu” approach, to be precise—in devising ways to spice up American menus.
The Food Science Institute and International Business Strategy Program are teaming up with the 58-year-old firm, Chew Young Roo, to develop and introduce a variety of “Seoul food” products to Western diets.
Mandu, or Korean dumplings, is one of the Seoul-based company’s specialties.
“Korean dumplings are unlike what we think of as dumplings, since they are stuffed products that include meat and vegetables in steamed dough,” explained Benjy Mikel, FSI director for MSU’s College of Agriculture and Life Sciences.
“The dough pastries typically are filled with a mixture of ground meat, scallions and garlic,” added Korean native J.P. Shim, an award-winning veteran professor who is IBSP leader in the College of Business and Industry. “They can be steamed, deep-fried or served in soup.”
Mikel and Shim recently visited the South Korean capital to seal the deal with Chew Young Roo’s chief executive officer, Sung-Soo Park. The agreement later was signed by MSU President Robert H. “Doc” Foglesong and vice presidents Colin Scanes of research and Vance Watson of agriculture, forestry and veterinary medicine.
The Korean company has pledged to make a significant contribution to the university—contingent upon successful completion of the project, expected to start this summer.
“Chew Young Roo will supply food products and the FSI will use those as a baseline to develop ‘Americanized’ versions,” said Mikel, who also heads his college’s food science, nutrition and health promotion department.
“We’ll start this summer evaluating the acceptance of the traditional (Korean) products and determine how to modify those to meet U.S. tastes,” he added, noting that various faculty and students within his department will be involved in the project.
Shim’s international business program will assist from an economic feasibility standpoint—providing a business model, marketing strategy, distribution channels, communication technology, cultural perspectives, and other information.
“Chew Young Roo currently exports its products for the Korean grocery or restaurant markets in Los Angeles, but has plans for further expansion,” said Shim, who has known Park for many years.
“If consumer demand for the dumplings is high enough to generate profits, CYR plans to build a factory in the Golden Triangle Area,” he said.