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Brand Development for Rural Specialty Products - A Case Study of Bokbunja Drink in MuJu - (지역특산물 브랜드 개발 사례 연구 - 무주군 복분자 음료 생산 농가를 중심으로 -)

  • Jun, Young-Mi;Ahn, Yoon-Soo;An, Ok-Sun;Kim, Mi-Heui
    • The Korean Journal of Community Living Science
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    • v.18 no.4
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    • pp.655-670
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    • 2007
  • The purpose of this study was to develop a brand naming strategy for rural specialty products of Muju. This study was to apply brand development research to the field. The selected investigation subject, a local farming operation producing a specialty product, was chosen from a New Enterprise Support Project of Farm Women ('06). The selected subject was a farming operation producing bokbunja drink in Muju. The data was derived from 137 female consumers. The major results of this study were as follows. First, the process of brand development strategy was advanced by six steps: Step 1, environment analysis; Step 2, brand case study; Step 3, SWOT analysis (Strength Weakness, Opportunity, Threat factor analysis); Step 4, direction design for brand naming development (Targeting, Brand focus concept extraction); Step 5, brand logo and symbol production; and Step6, Evaluation. Second, to extract brand naming development direction, key concepts in association with natural connection, area features, representative resources, and natural friendship were investigated. Namely, the health function concept was selected on the basis of a consumer recognition investigation where results appeared most highly favorable. Also, it was decided that the direction of brand naming should emphasize a green image and the location name of Muju. Finally, the brand name was decided to be "Saenggichan" bokbunja liquid and the slogan went with "guchondon-native thorn bokbunja from jar maturing."

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Formulation Optimization of Salad Dressing Added with Bokbunja (Rubus coreanum Miquel) Juice (복분자(Rubus coreanum Miquel) 즙을 이용한 드레싱 제조의 재료 혼합 비율의 최적화)

  • Jung, Su-Ji;Kim, Na-Young;Jang, Myung-Sook
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.37 no.4
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    • pp.497-504
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    • 2008
  • This study was conducted for the optimization of ingredients in salad dressing using Bokbunja (Rubus coreanum Miquel) juice. The experiment was designed according to the D-optimal design of mixture design, which included 14 experimental points with 4 replicates for three independent variables (Bokbunja juice $15.70\sim47.10%$, oil $23.50\sim39.20%$, vinegar $3.90\sim19.60%$). The compositional and functional properties of the prepared products were measured, and these values were applied to the mathematical models. A canonical form and trace plot showed the influence of each variable on the quality attribute of final mixture product. By the use of F-test, viscosity, color values (L, a, and b), emulsion stability and sensory characteristics (color) were expressed by a linear model, while the color values (L) and sensory characteristics (smell, taste, and overall acceptance) were by a quadratic model. The optimum formulations by numerical and graphical method were analogous: Bokbunja juice, oil and vinegar of 36.02%, 26.48%, and 12.00% by numerical method, respectively; those of 36.00%, 26.44%, and 12.06% by graphical method, respectively.

Monitoring on preparation properties of Bokbunja (Rubus coreanus Miquel) granule (복분자 과립차 가공특성 모니터링)

  • Lee, Gee-Dong
    • Korean Journal of Food Preservation
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    • v.20 no.4
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    • pp.532-538
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    • 2013
  • This study was done in order to monitor the quality properties of the granule using Bokbunja (Rubus coreanus Miquel) extracts. In order to prepare the granule depending on operational parameters such as content of Bokbunja extract ($X_1$, 0.4~1.2 g), sugar content ($X_2$, 6~10 g) and citric acid content ($X_3$, 0.1~0.3 g), a response surface methodology was applied to monitor the optimum recipes on the organoleptic properties and Hunter's color. The optimum recipe on the organoleptic color showed extract content of 0.96 g, sugar content of 7.05 g and citric acid content of 0.232 g. The optimum recipe on the organoleptic flavor showed extract content of 0.86 g, sugar content of 6.04 g and citric acid content of 0.215 g. The optimum recipe on the organoleptic taste showed extract content of 0.92 g, sugar content of 6.39 g and citric acid content of 0.251 g. The optimum recipe on the overall palatability showed extract content of 0.86 g, sugar content of 6.65 g and citric acid content of 0.272 g. The response surface of the Hunter's color b value was similar to the response of the overall palatability; therefore, the optimum conditions accepted by the consumers were 0.8 g Bokbunja extract content and 0.6 g sugar content in the Hunter's color a value of 6.0.

Quality Characteristics and the Optimization Recipes of Chocolate Added with Bokbunja (Rubus coreanus Miquel) (복분자를 첨가한 초콜릿의 최적 배합비)

  • Yu, Ok-Kyeong;Kim, Min-A;Rho, Jeong-Ok;Sohn, Hee-Sook;Cha, Youn-Soo
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.36 no.9
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    • pp.1193-1197
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    • 2007
  • The purpose of this study was to find the optimal mixing condition of Rubus coreanus extracts, Rubus coreanus powder, and Rubus coreanus flavor for preparation of the Bokbunja chocolate. The physico-chemical characteristics of the Bokbunja chocolate were analyzed and evaluated. The sugar concentration of the Bokbunja chocolate had a tendency to increase as the addition of Rubus coreanus extracts decreased, but there was no significant differences. The hardness was increased with the decreasing Rubus coreanus extracts and increasing Rubus coreanus powder. The L (lightness) value increased with increasing Rubus coreanus extracts and decreasing Rubus coreanus powder, whereas a (redness) and b (yellowness) values increased by Rubus coreanus powder addition. The optimum mixing condition for the Bokbunja chocolate was decided by sensory evaluation. According to the results of sensory flavor, color, sweetness, texture and overall acceptability, the Bokbunja chocolate which was added Rubus coreanus extracts 30 g, Rubus coreanus powder 5 g, Rubus coreanus flavor 0.3 g obtained the best score overall.

Metabolome Analysis and Aroma Characteristics of Fermented Fruit Vinegar (발효 과일식초의 대사체 분석 및 향기 특성)

  • Choi, Chan-Yeong;Park, Eun-Hee;Ryu, Su-Jin;Shin, Woo-Chang;Kim, Myoung-Dong
    • Microbiology and Biotechnology Letters
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    • v.46 no.4
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    • pp.416-424
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    • 2018
  • Vinegar was prepared from the fruits produced in Gangwon province, and major metabolite and aroma components were investigated for acetic acid fermentation. In the case of Meoru-Bokbunja vinegar, the ${\text\tiny{L}}$-alanine content was greatly changed by acetic acid fermentation. Acetic acid had the highest content (43%) of total aromatic components, and the contents of ester compounds, such as ethyl acetate and isoamyl acetate, were significantly increased after fermentation. Omija-Makgeolli vinegar produced linalool and hexanoic acid by fermentation, and terpenoid compound was prevalent (41.5%). ${\text\tiny{L}}$-alanine was also increased in Omija-Makgeolli vinegar, similar to that of Meoru-Bokbunja vinegar. Terpene compounds, such as terpinel-4-ol and ${\alpha}$-terpineol in Omija-Makgeolli vinegar, and ethyl acetate in Meoru-Bokbunja vinegar, were identified as major components in each aromatic formulation.

Conditions for Pigment Extraction from Bokbunja (Rubus coreanus Miquel) Byproducts (복분자 부산물(박) 색소의 추출조건 모니터링)

  • Jeong, Yong-Jin;Seo, Ji-Hyung
    • Korean Journal of Food Preservation
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    • v.16 no.3
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    • pp.400-404
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    • 2009
  • With the aim of using Bokbunja byproducts as natural pigments, characteristics of extracts were investigated after application of different extraction conditions. Total optical density (TOD) of pigment extracts was greatest (9.51 units) when 80% (v/v) ethanol was used as solvent. The polyphenol content was greatest when 40% (v/v) ethanol was used and tended to decrease with higher concentrations of ethanol. The TOD values were increased when citric or lactic acid was added to extracting solvents. Polyphenols were effectively extracted by solvent containing ascorbic acid. As the level of byproducts increased with different extraction procedures, TOD and polyphenol content of byproducts tended to decrease. More than 90% of anthocyanin pigments and polyphenols could be obtained using two extractions with 40% (v/v) ethanol.

Studies on the Mixture Wine Processing using Omija and Pear (오미자와 배를 이용한 혼합 발효주 제조 방법에 대한 연구)

  • Jeong, Seok-Tae;Kong, Mun-Hee;Yeo, Soo-Whan;Choi, Ji-Ho;Choi, Han-Seok;Han, Gwi-Jung
    • Journal of the East Asian Society of Dietary Life
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    • v.20 no.6
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    • pp.896-902
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    • 2010
  • Omija contains high organic acid content (5~7%) that must be reduced in order to produce high quality wine for consumption. In this study, we used pear, which has low total acid but plenty of sugar, to relieve the sourness of Omija material. Our group mixed Omija and pear at a ratio of 1:9 to 1:15 in order to attain a 0.5~0.7% total acid level, similar to commercial wine. As Omija was mixed with pear, the red color of Omija changed to a lighter red color. Alcohol fermentation solution of Bokbunja and Gaeryangmeoru were used to make up for the light red color of Omija pear wine. The red color of Bokbunja was confirmed to be similar to the original red color of Omija. It was proven that addition of 3~5% Bokbunja to Omija pear mixture wine produced replicated the red color image of Omija. Our results show that addition of 2~5% xylitol to Omija pear mixture wine was good by sensory test.

Freeze-thawing Conditions to Produce High Quality Bokbunja (Rubus occidentalis) (냉동유통 고품질 복분자 생산을 위한 냉해동 조건 연구)

  • Kim, Jung-Eun;Jo, Hye-Jin;Yu, Min-Ji;Song, Kyung Bin;Kim, Ha-Yun;Hwang, In Guk;Yoo, Seon Mi;Han, Gwi Jung;Park, Jong-Tae
    • Korean Journal of Food Science and Technology
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    • v.46 no.6
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    • pp.710-715
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    • 2014
  • To date, the quality and safety of frozen bokbunja have not been clearly assessed. To produce high-quality frozen bokbunja, the optimal freeze-thaw conditions need to be explored. The most popular cultivar (Rubus occidentalis) in Korea was selected for this study. To determine the changes in the quality of frozen R. occidentalis berries, different freezing temperatures were used. The berries were frozen at -20, -45, and $-70^{\circ}C$ immediately after harvest. The drip ratio, hardness, pH, sugar content, color, and anthocyanidin content of the frozen and thawed samples were analyzed. The drip ratio, sugar content, and hardness of the berries correlated significantly with the freezing temperatures. The color and pH of the berries were not significantly affected by the freezing conditions. Frozen leaks between cells reduced significantly with decreasing temperatures. The freeze-thawing process significantly reduced the total aerobic bacteria and inhibited the growth of yeast/mold in the berries to about 2 log scales.

Blood Flow Improvement Effect of Bokbunja (Rubus coreanus) Seed Oil in High-Fat Diet-Fed Mouse Model (고지방식이 섭취 마우스를 이용한 복분자종자유의 혈행 개선 효과)

  • Jeon, Hyelin;Kwak, Sungmin;Oh, Su-Jin;Nam, Hyun Soo;Han, Doo Won;Song, Yoon Seok;Song, Jinwoo;Choi, Kyung-Chul
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.44 no.8
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    • pp.1105-1113
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    • 2015
  • Bokbunja (Rubus coreanus) is a Korean fruit and wild black raspberry that has antioxidant, anticancer, and beauty effects due to its abundant polyphenols and anthocyanins. The purpose of this study was to investigate the blood flow improvement effect of Bokbunja seed oil (BSO) in a high-fat diet-fed mouse model. We examined improvement of blood flow and its related biomarkers in vivo. Mice were divided into four groups; Control, high fat diet control (negative control, HFD), salmon oil control (positive control, HFD+commercial n-3 fatty acid), and BSO experiment groups (HFD+2 g/2,000 kcal, HFD+4 g/2,000 kcal). After the mice were sacrificed, plasma triglyceride, cholesterol, and blood flow-related biomarkers (coagulation factor 7, 12, serotonin, TXB2, PT, and aPTT) were measured in mouse blood and organs. BSO reduced blood viscosity through improvement of blood lipids (cholesterol and plasma triglycerides) as well as levels of blood coagulation factors and blood platelet activity. BSO also delayed blood coagulation time. Thus, we confirmed that BSO inhibits excessive blood clotting of blood vessels and improves blood flow. Taken together, these results suggest that BSO decreases plasma triglycerides and cholesterol and improves blood flow by regulating biomarkers.