Name "I Have" Brand Marketing Agency of Jeju National University
GGN 4052852766296 Website
Country Republic of Korea


This is a farmers group growing fishes called olive flounder. It was established by Jeju National University to initiate sustainable aquaculture three years ago. Olive flounder is one of the most popular fish for consumers in Korea and Japan. This fish is used usually for sashimi and sushi, and a species representing Jeju industry. Jeju is the biggest island in Korea. It is located in Southeast area on Korea peninsula. This island has various kinds of production industries of aquaculture, agriculture, fishery, and forestry. These productions are consumed by tourists from domestic cities and other countries. It has many beautiful landscapes in the land and seasides.

The mission of our group was to enhance value of products in Jeju island, especially olive flounder. We considered what would be the best value of products from Jeju. Our conclusion was ‘ sustainability’. Conventional olive flounders are grown by methods to maximize short-term productivity and profitability by overusing antibiotics and high density without regard for animal welfare or environment conservation. We studied the fish industry and realized consumers demand safer and more sustainable products for the next generation. We found out GLOBALG.A.P. covers all the subjects demanded by consumers.

It was not easy to persuade producers who already have a high income from their conventional fish farming. There are about three hundred olive flounder producers in Jeju. Most of them wanted to keep their high-input system. But some knew it was not sustainable for the environment, safety, health, and their economy. They agreed that conventional production may not be easy to continue in future without change and agreed with our direction to build sustainable system. Around twelve producers gathered to project our mission at first. But half of them decided not to join when they encountered detailed GLOBALG.A.P. Standards and the many requirements of improvement. Many of the rest felt it was to arrange their new system to meet the standards in the course of discussions and meetings. Finally, two farmers remained and structured their systems, patiently expecting that they would be the pioneers of a  desirable producer group. We got GLOBALG.A.P. Certification last May through many trials and efforts in the last couple of years.



It looks like a small accomplishment having only two producers. But it was an historic achievement for the movement of sustainable aquaculture practice in the island and the country. Other producers who didn’t participate showed increased interest in this sustainability program compared to last year. Furthermore, the governor of Jeju province was moved to set the direction to support GLOBALG.A.P. by our efforts. The governor announced the expansion of the GLOBALG.A.P. program for fish farm industry in Jeju island. His plan was reported in a regional newspaper. We expect the governor’s support can broaden the value of GLOBALG.A.P. aquaculture and lead many producers to convert to a more safe and sustainable way. It was a big accomplishment made by producers, technical advisers, consultancy, and the funding government.

Jeju island has special water resource which is unique over the world. It is underground seawater. It is from underground but it is not fresh water but salty seawater. This resource became the base of the producers’ sustainable system. The water is stable and limitless. The temperature is 17-18 degree celsius for four seasons and has plenty of minerals. It is always clean because it is filtered by geological strata. The origin of the water is sea waterbodies and constantly comes to the layer of water through basalt stratum. Thanks to this great water resource, the producers have optimal  farming conditions. The temperature is the best for olive flounders. The only thing that the producers should do is controlling the density of fish biomass. Once they set appropriate fish density in the tanks, other conditions were easy to be controlled because of this wonderful water. Other usual producers grow fishes in more density for more profit. But we set the density for fish health to 60-80% of conventional aquaculture, so that fishes have high immune system. It was true the fishes were healthier than usual production. It was possible to produce without antibiotics or with minimal antibiotics. Of course this fish health program made our farmers produce in environment-friendly methods. We could keep water discharge free from contamination. Sustainable use of water made it possible to minimize water contamination and produce antibiotic-free fish.

We are sure this creative and sustainable production technology may motivate other aquaculture producers. We had happy news that the government will support this program. GLOBALG.A.P. was the power of our movement.