Sung-jin Choe’s journey from a family deeply rooted in rice farming to the forefront of agritech innovation exemplifies the transformative potential of technology in agriculture. His startup, Green and Seed Corporation, has developed a sustainable rice farming system that significantly addresses the pressing issues of water scarcity and labor inefficiency. Founded in Jeonju, South Korea, the company harnesses the innovative seed film cultivation (SFC) technique, which integrates film mulching drip irrigation (FMDI) to optimize water usage and crop yields.
Choe’s family background in both traditional rice farming and advanced technologies like computer-aided design laid the groundwork for this initiative. The SFC system, which conserves up to 80% of water while boosting crop yields by 20%, employs a biodegradable film that creates a greenhouse-like environment for seedlings. This method not only enhances agricultural productivity but also minimizes labor requirements and plastic waste, a common issue in conventional farming practices.
With a revenue of $240,000 in 2023 and successful sales in China and Vietnam, Green and Seed Corporation is now setting its sights on the Middle East, a region plagued by water scarcity. The startup’s technology is particularly suited for arid climates, where traditional rice farming is unsustainable due to high water consumption. Choe emphasizes that rice farming accounts for 30% of the world’s freshwater use, making the need for innovative solutions critical in regions like the Middle East, where food security and reliance on imports present significant challenges.
Green and Seed Corporation is poised to make a substantial impact in Saudi Arabia, where it plans to conduct a proof of concept at the National Research and Development Center for Sustainable Agriculture. This initiative aims to demonstrate the effectiveness of the SFC system in reducing water waste, particularly in areas like Al-Hasa, where over 90% of water is lost in agriculture. The potential to replace 1.2 million tons of imported rice annually represents a significant market opportunity, valued at approximately 900 million SAR.
The startup has also gained traction in the UAE, where it participated in the ExpoLive Innovation Impact Grant Program, successfully implementing SFC for wheat and alfalfa cultivation. Choe is actively seeking partnerships to establish SFC Centers in the UAE, which are essential for scaling operations and enhancing regional food security.
As Green and Seed Corporation expands its footprint in the Middle East, Choe remains committed to continuous innovation aimed at achieving higher agricultural yields with less resource input. The company’s focus on addressing the specific challenges faced by farmers, such as water scarcity, underscores its dedication to fostering sustainable agricultural practices that can withstand the pressures of climate change. By positioning itself as a reliable partner in the agricultural sector, Green and Seed Corporation aims to contribute significantly to the region’s sustainability goals while ensuring food security for the future.
