[KOAT x IT Donga] The Korea Agriculture Technology Promotion Agency and IT Donga introduce promising startups that will lead the development and digital transformation of agriculture in Korea. Meet agricultural startups from across the country that enrich our lives with innovative ideas, products, and unique technologies.

[IT Donga Reporter Kang Hyung-seok] Moving away from traditional agriculture of sowing and harvesting seeds, data agriculture, which utilizes data for harvesting and cultivation, is rapidly spreading. Data agriculture is establishing itself as a next-generation agricultural paradigm that enhances agricultural productivity and management efficiency by utilizing big data, the Internet of Things (IoT), and artificial intelligence (AI) technologies. Agricultural data also serves as a medium connecting consumers and the distribution market, as it records information about production sites, yields, varieties, and quality of agricultural products.



Green Seed is a startup that researches and develops comprehensive agricultural services. Its goal is to implement 'S2T (Seed to Table),' which collects and analyzes data from the production, distribution, and consumption processes of agricultural products, from seeds to production and from harvest to consumption. By establishing the S2T platform, it aims to secure predictability and transparency in the volatile agricultural and fisheries market due to climate changes and to build a 'healthy agricultural ecosystem.' To hear more details, CEO Cho Guk-rae of Green Seed was interviewed.

Desire to Improve Unreasonable Agricultural Distribution Structure with 'Technology and Data'

“In our country, if agricultural production increases by just 10%, prices plummet, and if it decreases by 10%, prices soar. The government is concerned about stabilizing agricultural prices, but distribution is a private sector, so there are limitations. I wanted to solve these supply-demand instability issues with technology and data.”

CEO Cho Guk-rae founded Green Seed with the desire to improve the information asymmetry and uncertainty in the agricultural market. He saw the problems in the agricultural market as structural issues permeating the Korean agricultural ecosystem. To solve these problems, CEO Cho chose to build an integrated ecosystem encompassing the start and end of agriculture. Instead of mediating agricultural products or selling specific technologies, he aims to optimize the agricultural system by accumulating data at all stages, including seed selection, cultivation methods, post-harvest management, final distribution, and branding.

CEO Cho identified watermelon as a notable crop for accumulating data in the agricultural ecosystem. Watermelon has the characteristic of producing only one fruit per plant, making it possible to predict total production relatively accurately by identifying the number of planted seedlings. The cultivation period is also 90 to 100 days, allowing for predictable cultivation cycles. It is an optimal crop for verifying data-based supply-demand prediction models.

To build the data ecosystem, Green Seed has focused on securing competitiveness through hardware, software technology, and high-value-added varieties. The first competitive edge is the 'Elevated Cultivation Device.' It is a cultivation device developed to overcome the limitations of traditional ground cultivation methods. The advantage of elevated cultivation technology lies in significantly increasing productivity per area through 'Dense Planting.' CEO Cho stated, “Typically, about 450 watermelon plants are cultivated in a 200-pyeong greenhouse, but Green Seed's elevated cultivation device allows for nearly double, over 800 plants.” This enables more production in the same space, leading to increased farm income.



Elevated cultivation technology also aids in improving labor conditions. Since heavy watermelons are grown on waist-high frames, laborious tasks such as pollination, pesticide spraying, and harvesting can be performed comfortably without bending over. It provides a practical solution to the aging rural population and labor shortage issues.

CEO Cho explained that typical watermelon cultivation tends to focus on large products over 10 kg, linked to farmers' pride. However, in the modern personalized consumer market, such sizes are burdensome to handle. Green Seed induces watermelons to grow uniformly to the most profitable size of 7 to 8 kg, aligning with market demand to reduce logistics costs and maximize product value.

CEO Cho also emphasized the cost advantages of Green Seed's elevated cultivation technology. Currently, elevated cultivation devices have the advantage of automation but are expensive at about KRW 20 million for a 200-pyeong greenhouse and are not suitable for large fruit harvesting. In contrast, Green Seed's elevated cultivation equipment reduces costs to one-sixth by not applying unnecessary facilities and focuses on large fruit harvesting. As a result of focusing on economic and profitability aspects, a pilot project will be conducted at eight farms nationwide in 2025.



The second competitive edge is cultivating the exclusive variety 'Hami melon.' Originating from the Xinjiang Uygur region in China, this premium melon is known for its crisp texture and sweet juice. Green Seed completed a product that suits Korean tastes after importing over ten varieties and applying various cultivation methods through trial and error.

Hami melon is also cultivated targeting the single-person household market. While melons sold in the market are typically around 2 to 4 kg, Hami melons are harvested at 1 to 1.5 kg. CEO Cho stated, “We aim to improve farm profitability by understanding the market characteristics of each item and implementing tailored strategies accordingly.”

Hami melon also adopts a different strategy from other varieties by supplying seedlings (nursery plants) instead of seeds. CEO Cho stated, “We adopted the seedling supply method to prevent imitation and unauthorized propagation and to accurately grasp the total cultivation quantity of Hami melon.”

Data Agriculture for Producers, Consumers, and Distributors

If Green Seed's elevated cultivation device and Hami melon are the core muscles for business growth, the 'Distribution Management Platform' serves as the central nervous system of the business. The distribution management platform aims to solve problems faced by consumers, producers, and distributors and to create a transparent ecosystem that benefits all.

What advantages does the distribution management platform offer from a consumer perspective? CEO Cho cited 'transparent information provision.' Currently, consumers cannot know when the watermelon they purchase was harvested, what variety it is, or even whether the rootstock affecting the taste is pumpkin or gourd. It helps consumers obtain information corresponding to the value they pay and purchase without relying on luck.

It is also challenging to track the journey of a watermelon from farm to consumer. After being harvested at the production site, it undergoes selection and first auction, moves to wholesale markets like Garak Market for second auction, and is supplied to large retailers through intermediaries, taking at least 2 to 3 days, or up to 4 to 5 days. In this process, most initial production information is lost, and even the stems are cut for freshness. Green Seed's distribution management platform transparently provides data on all distribution processes.

The distribution management platform acts as a shield for producers (farmers) against unfavorable contracts. It can prevent the prevalent 'field transaction' in the cucurbit market, where prices are predetermined based on cultivation area rather than harvest quantity. Even if market prices soar, farmers cannot earn additional profits beyond the contracted price. It is common for distributors to delay harvests citing market prices or to slash prices at the last minute, claiming low quality. Producers not only miss the timing for preparing the next crop but also incur losses. The distribution management platform provides real-time market data and demand forecast information, supporting producers to receive fair prices based on harvest quantity rather than area. Green Seed plans to support direct transactions and fair contracts for crops.

From a distributor's perspective, the distribution management platform can be used as an indicator to accurately grasp the timing and quantity of crop shipments. Without relying on field transactions, it allows for predicting and stably securing the necessary quantities for distribution. This reduces the risk for distributors and ultimately lays the foundation for establishing more stable and transparent relationships with producers.

Green Seed's concern is securing 'partners' rather than technology and capital. They believe that expanding the elevated cultivation device and distribution management platform is essential to truly open the era of data-based agriculture. CEO Cho stated, “I hope young farmers with their farms will become partners with Green Seed. We want to build a partner network that grows together, not just a simple supplier.”

The core of the partnership proposed by Green Seed is joint ownership. By selling Green Seed shares to partner farmers, internal cohesion is created, and farmers become co-owners who have invested in the company. Green Seed provides an ecosystem including ▲patented technology ▲exclusive varieties (seedlings) ▲data platform ▲cultivation manuals, as well as marketing and sales channels. Partner farmers focus on production using the ecosystem.

Drawing the Blueprint for the Data-Based Agriculture Era

Green Seed is gradually taking steps to open the era of data-based agriculture. It was selected for an industry-academia cooperation project in collaboration with Pusan National University under the supervision of the Rural Development Administration. Through this project, Green Seed was able to install data collection systems in four farms and eight greenhouses nationwide. A comprehensive data infrastructure was established, including sensors for temperature and humidity, as well as flow meters measuring soil conditions, solar radiation, and the amount of water supplied to crops.



Green Seed's ability to take steps toward the data agriculture era was aided by the Korea Agriculture Technology Promotion Agency. Supported by the Honam Center of the Korea Agriculture Technology Promotion Agency, Green Seed participated in various programs for stable business operations, including tax support and networking with agriculture-related companies. Advice on marketing and promotion was also helpful. CEO Cho stated, “Sometimes it's bothersome, but it feels like a sister-in-law who becomes a strength at crucial moments. I think Green Seed could grow steadily with the help of the Korea Agriculture Technology Promotion Agency.”

Green Seed is striving to open the next-generation agriculture era by developing technology to improve farm productivity and securing transparency in production and distribution. In the second half of 2025, it plans to inform farms about the advantages of the elevated cultivation device and expand the number of farms applying the distribution management platform. CEO Cho plans to draw a blueprint for opening the data-based agriculture era, focusing on solidly established partner farms rather than speed.

IT Donga Reporter Kang Hyung-seok (redbk@itdonga.com)

Popular News