What does the name “Arete” mean, and how did the brand begin?

“Arete” comes from an ancient Greek word meaning “the highest state of excellence.” The name embodies our philosophy of uncovering the hidden value of local agricultural products and restoring them to their best form. The brand was launched in May 2025 with its first product, “Bamyul Chestnut Paste,” made using imperfect chestnuts from Gongju, Chungcheongnam-do. We are growing not as a simple food company, but as a social brand that realizes the “circulation of value.”

How did the idea for “Bamyul Chestnut Paste” come about?

Gongju is one of Korea’s leading chestnut-producing regions, but most irregularly shaped chestnuts are discarded. We believed that by using these “imperfect” chestnuts, we could reduce losses for local farms while offering consumers a healthy source of enjoyment. Rather than creating a simple dessert, we wanted to develop “a product with heart,” one that carries both a story and the spirit of giving.

What was your main focus while developing the product?

Above all, we focused on preserving the “true flavor of real ingredients.” We minimized the use of preservatives, colorants, and artificial flavors to highlight the natural taste of Gongju chestnuts. Instead of artificial sweeteners, we used natural cane sugar to achieve a gentle sweetness, while the package design features the Chinese character “栗” (chestnut) as its centerpiece, expressing Korean sentiment in a modern way.

What challenges did you face during the development process?

Because chestnuts are highly seasonal, maintaining consistent quality during processing was difficult. Their color and aroma tend to change over long periods of storage, so we conducted multiple experiments with processing temperatures and sealing methods. We also went through many rounds of trial and error in finding the right balance between design and functionality to make the product stand out as a refined gift item.

What did you learn or realize through participating in the contest?

The contest served as an opportunity for us to rethink the “essence of a tourism souvenir.” We came to realize that the keywords of locality and sustainability are not merely trends, but directions our brand should continue to pursue. The judges’ feedback also reminded us of the enduring importance of storytelling.

What direction is Arete pursuing for the future?

Starting with chestnuts, we plan to expand our lineup to include other local produce such as peaches, strawberries, and blueberries. Our goal is to grow beyond a local brand and evolve into a global one that introduces “Korean healthy snacks” to the world. Above all, giving new life to discarded agricultural products remains Arete’s most important mission.