Kim Jeong-sook, a 31- year-old homemaker in Seoul, buys groceries through the Internet shopping mall with her co-workers. The Internet shopping mall is operated by a group of farmers from her hometown.
“There are many advantages to buying vegetables, rice and honey directly from a farmer and a beekeeper,” she says. “The price is somewhere between the wholesale price and the retail price because I place a large order with my colleagues. I feel I get ripped off whenever I see the retail price in a supermarket or a department store.”