수산식품의 지역 HACCP 추진과 생산지 브랜드화를 통한 제품차별화 전략에 관한 연구

A Study on the strategies of product differentiation through the local HACCP promotion and the branding of origin for sea food : Focused on the case of Hokkaido Shibechu-chou local HACCP in Japan

As the standard of living increased rapidly in recent years, the attention on food safety is growing. The introduction HACCP is now proceeding as the method of efficiency to manage the risks for the maintain food safety. HACCP is enforced to make sure the health safety from the ingredients production to processing and distribution process all over the world. In Korea, the legislation of HACCP regulations in Food Sanitation Act promoted in 2005. The purpose of this study is to examine the branding of origin and product differentiation by the building of HACCP system. For the purpose of this study, we evaluate the branding of origin to meet the customer’s needs that pursue the food safety. As a result, it’s possible to build HACCP system for seafood through every steps in supply chain such as the catch landing, transportation, auction, processing, and distribution. Customers could take the food certified by HACCP without any doubt. Also it’s possible to the promotion of brand image for the origin and differentiation advantage through the local HACCP system. The local HACCP system would be the motive of operating continued corporation and the main power for the reinvigoration of local economy.