마트에 가 보니까 또 캠벨 포도가 많이 있더라고요. 요즘 대세는 샤인 머스켓인데, 사실 저도 최근 몇 년간은 샤인 머스켓을 더 많이 먹게 되었어요. 하지만 캠벨 얼리가 한국에 들어온 것이 1908년이라고 합니다. 그렇다는 것은 샤인 머스켓의 인기가 생긴 지 5년 정도 되었고, 110년 이상 인기를 끌었던 포도는 사실 캠벨 포도였다는 것이죠. 그 영광을 오랫동안 누렸던 포도가 지금은 조금 위축되어 있다는 점이 재미있는 이야기입니다. 아이, 샤인 머스켓, 그만하고 캠벨로 다시 넘어가야 할까요? 이런 생각도 드네요. 포도 전쟁이 어떻게 마무리될지에 대한 흥미가 조금 더 커지고 있습니다. 의대한 기업과의 재미있는 이야기, 그리고 파란만장한 사업 이야기를 들어보는 브랜드 메이커스.

It's time to join economic reporter Choo Dong-hoon via email. Welcome! 

Hello! Today, you've brought us a story about grapes, right? That's correct. I was surprised when I first came in because I thought you had lost weight. It's a nice thing to hear, but compared to Professor Park Jeong-ho, I'm not. 

Today, as you mentioned, I've prepared a story about grapes. I've put together some information about soft, edible items. In fact, the extreme heat we've been experiencing has started to subside, hasn't it? There are seasonal fruits that are just right for this time, and one of them is grapes. 

Anchor, do you like grapes? Yes, I do. Which type of grapes do you enjoy these days? I like South American grapes. South American grapes? Actually, I also like grapes, and when I went to the supermarket this time, I saw Campbell grapes, which I usually eat a lot of, and black grapes are also trending, especially Shine grapes.

It was muscat, and it is currently in progress. There is a discussion about whether it is passing now. I am also curious about how the competition will turn out. In fact, in recent years, I have been leaning a bit more towards Shine Muscat, but when I look into my heart, it was actually more about something unfamiliar and new. If I were to choose between something delicious with my eyes closed or having to eat grapes for the rest of my life, I wouldn’t know whether to go for the black grapes or the green ones. That’s a very accurate point. Recently, a large distribution company conducted a survey, and as you mentioned, it has been confirmed that there are slight cracks in the leadership of Shine Muscat, which was previously dominant. It has been reported that the sales share of Campbell has recovered to 30% in three years.

Recently, the Shine Muscat grape has become the dominant variety, leading to a 20% drop in sales for Campbell grapes. However, Campbell grapes have now recovered by 30%, raising the question of whether they can challenge the stronghold of Shine Muscat and reclaim their former status. During its peak, Campbell was the number one grape variety, and indeed, it was overwhelmingly the best. When we think of grapes, we think of Campbell. However, in the past five to six years, Shine Muscat has surged forward. What is the current market share of Shine Muscat? It still holds a significant 50.6% share, making it the leading grape variety. Nevertheless, Campbell is starting to rise again from the bottom. There are many discussions around whether Campbell can regain its past glory.

In a situation where interest is growing, Campbell Ford is the main character today. Today, we will hear the story of how Campbell created a breed. Before we begin the story, I have been trying to pinpoint one key lesson each time we start a maker's session. Today's lesson is this: It's not over until it's over. This could be a reflection of Campbell's current situation, and I will explain why this message is relevant later. The phrase giving up is only for when you're selling cabbage comes to mind.

First, we need to talk about grapes. Grapes are a fruit that has been closely associated with humanity for a very long time. While it's not entirely accurate, it is believed that grapes were cultivated at least 8,000 years ago, and this is when grape seeds were discovered. In other words, grapes have been around for at least 8,000 years.

It has been confirmed that grapes were consumed, and they are not just fruits that have been around for a long time. Grapes have many uses. For example, they are commonly used to make grape seed oil. However, we cannot overlook wine, which is known as wine in Western cultures. This alcoholic beverage is made from grapes. One could say that wine represents both the beginning and the end of Western culture, as it plays a significant role in Western culinary traditions. There are many stories surrounding grapes. Grapes are also categorized by color; they are divided into three types. In English, the black grapes I mentioned earlier are referred to as blue grapes. That is correct. Then there are green grapes, which refer to Shine Muscat. These are the white grapes used to make white wine. Additionally, there are other varieties of grapes that have a light hue.

In Delaware, there are expressions like this, but in Korea, there isn't a Korean term that expresses blue grape. This is because, as I mentioned, the term blue grape itself refers to Campbell's grape. Black grapes are referred to as black grapes, while grapes that are not black are called green grapes. When we say grape, it naturally refers to the black variety. This is a difference between Western and Korean cultures, reflecting how Korean culture has developed. In Korea, Campbell's grape has essentially become synonymous with grapes, so there is a lot to discuss regarding Campbell's grapes. For example, if someone asks for cola, it naturally means Coca-Cola, and it can be a bit uncomfortable if they refer to it as light cola. Similarly, just as referring to grapes as Campbell's can feel awkward when discussing Shine Muscat, this situation has been ongoing for decades.

In the past, cola was simply cola, just like any other cola. For that reason, the grape synonymous with Campbell is called grape. The person who created this Campbell grape is George Campbell, and he named it after himself. It's interesting, isn't it? In fact, I've become quite interested in brand stories, so whenever a new brand emerges during a trendy period, I search for it. I actually didn't know that Campbell was a person's name. The full name of the Campbell grape is Campbell Early Rider. As I mentioned, it has been used as a synonym for grapes in the Asian market. The person who developed this grape is George W. Campbell. Let's take a closer look at his life. George Campbell was born on January 12, 1817, in New York, to David Campbell and Mary John Stodd Campbell.

He was born as a son, and when Belle turned five, around 1821, his family moved from New York to a place called Sandusky in Ohio. This move was a bit of an upward journey. The background of this relocation can be said to be the starting point for the birth of the Korean grape king, known as Campbell. At that time, Ohio was a region where agriculture was developed. Therefore, there must have been a variety of fruits, right? Growing up in this environment, Campbell naturally came into contact with various fruits. In his childhood, in a neighborhood where there were many frogs, just like playing with frogs, he lived in a place abundant with fruits, which naturally sparked his interest. After meals, what they did was farming, indeed. So, the Campbell family's move...

It seems that we can say that the birth of Campbell grapes was made by the butterfly effect. Yes, this is how the dream of an agriculturalist grew. To talk about this dream, I think I need to mention my father. My father, David Campbell, was a member of the educated class, a learned man. Because of this, when he moved to Sandusky, he pondered what to do and decided to start a newspaper called the Sandusky Clarion. So, he became the president of a newspaper after moving. That's right; there was no newspaper in the area. The first newspaper in this region was indeed the Sandusky Clarion. It aimed to convey the voices of the local residents, promote human rights, and spread the idea that knowledge is power. This was the role of an intellectual, which led him to establish a media outlet. At that time, newspapers were quite different from the newspapers we have now.

At the time, the influence was significant, and if there was a newspaper company's owner, that would be correct. He must have become quite a famous person in that area. At that time, the population of Sandusky was only 300, and it was the first media company established in the surrounding region. Sandusky's father, David Campbell, quickly became a prominent figure in the area and became well-known. Within seven years of arriving in Ohio, in 1828, he served in the Senate and gained various political influences. That's right. Now, regarding the grape variety Campbell, which is our focus today, he must have grown up in a good family. He had a strong interest in fruits from a young age, but somehow he ended up following in his father's footsteps. Even back then, there were some basic principles to adhere to. So, he worked alongside his father.

Despite having an interest in agriculture, he had no choice but to work alongside his father's related business. He probably also had to do part-time work at a newspaper office, and when his father called, he would have to come and help print the newspaper. So, it seems he was engaged in such tasks. It wasn't that he started a grape farm or developed grapes from the very beginning. As a young adult, he helped his father with the newspaper publishing and printing business. Because of this, he kept the dream of nurturing fruits and developing something new in his heart while fully dedicating himself to the work at hand. His twenties passed by in this manner, helping his father. At that point, a turning point finally arrived for him. It was in 1841, and he was already 35 years old. In those days, being 35 was considered quite mature. It was a time when one should start organizing their life, and during this period, something new was about to unfold.

A turning point appeared when, in 1841, his father, David Campbell, announced his retirement. He was quite old and felt that he had done enough. It was important to consider how the newspaper was handled. If his son had inherited it, perhaps there would not have been Campbell grapes in Korea. However, the father did not pass everything on. As he organized matters, he decided to hand over the company to a professional, which is a common case in the United States. It seems that the Campbell family did not manage the newspaper very well. I tried to look into that, but I couldn't find much information. So, as he retired and transferred the company to another entity, the company's name became Sandusky Clion, and it was later changed to Sandusky Register.

The Campbell family has changed and has also moved away. This company, if you look it up on the internet now, is still a media outlet. Its history seems to continue even until now. By doing so, an opportunity has come for me to fulfill the dream of cultivating fruit that I had only kept in my heart. The newspaper company no longer has to be involved, that's right. My father, here, once again moved, and this move changed his life again. Where did he move to? This time, he moved to Delaware, which is a neighboring city in Ohio. Those who know a bit about the United States will know that there is a state called Delaware. In fact, President Joe Biden is from Delaware. So, Delaware as a state and the city of Delaware are different places. I wanted to mention that as a reference.

I'm going to talk about the Delaware grape. Those who know a bit about grapes may have heard of Delaware. As I mentioned earlier, the Delaware grape variety is synonymous with table grapes. It is a type of grape that can be eaten around March and is considered one of the representative grapes of the United States. It has a slightly reddish hue and is known for its small berries. The Campbell grape variety, which originated in the U.S., is named after a person, while the Delaware grape is named after a region. It's interesting to note that Delaware was originally famous for its grapes. Now, here's the fun part: the time when he moved there was in 1849, and he was entering his 40s. Now, he was really ready to pursue what he wanted to do.

I think I should give it a try. It was the time to develop an interest in grapes and various fruits, but my life really started late. It started quite late, in fact. As I mentioned, Delaware grapes are famous for being associated with grapes. These grapes were discovered in 1851, which means they started gaining recognition two years after they were found. The Delaware grape has a rich history and is representative of American grapes, so there are many stories about it. There are really a lot of tales regarding where these grapes were discovered and who cultivated them. The common theory is that in 1855, a man named Abe Thompson from the Delaware region took it upon himself to promote this grape as the representative grape of the area. As I mentioned earlier, it was first discovered in 1851 in New Jersey, and this grape was brought over by a Delaware resident.

Our local grapes were promoted and made properly. When Campbell arrived, Delaware was not known for its grapes. However, in the morning of the grape season, new varieties began to be cultivated. Campbell happened to move there during this time. Thus, upon arriving in Delaware, Campbell became the de facto ambassador for promoting Delaware grapes. He used to be the son of a newspaper owner, which seems quite capable. As a result, he spread the word that Delaware grapes are really delicious, encouraging people to try them. In fact, he was a prominent figure who introduced Delaware grapes across the United States. You might wonder when he will start farming, but he is still doing this. Delaware is so famous that the name of Delaware...

There are other drinks as well. Among the carbonated beverages known as soda, there is a drink called Delaware Punch. This Delaware Punch represents the flavor derived from Delaware grapes. It is one of the many flavors that represent the United States. The father of this business inherited a newspaper business and spent his youth in that field. After that, he decided to live his own life and became an ambassador for Delaware grapes, promoting them throughout the town. So now, when he wakes up, talking about grapes and thinking about grapes has become his job. That's right. In 1854, five years after he arrived in Delaware, he built a house here. While constructing his home, he created a space for growing Delaware grapes on one side and also developed a new area for cultivating various fruits on the other side. Finally, he was starting his grape journey. Now, the birth of the renowned Campbell grape is yet to come.

His age came out quite late. Campbell created the grape by crossing the Moore's Diamond grape with the Early Concord variety. Additionally, among the Early Rider varieties, there is an Early Rider grape, which he named after himself, combining Campbell with Early Rider and Early Concord. The name Campbell was derived from his own name and one of the parent varieties. Now, don't be surprised; the reason this story about the birth of Campbell Early is being told is that it was born in 1892, when he was 75 years old. Looking at Campbell's life, he realized his long-held dream through continuous effort even at the age of 75. He must have tried until he found a variety he was satisfied with. It is said that it took about 15 years for the Campbell variety to emerge.

Until now, there have been many drawbacks to various grape varieties. They struggled to withstand extremely cold weather and it was difficult to develop good flavors. To address these issues, the Campbell grape was developed over 15 years at the end of England. This grape eventually made its way to Korea and Japan, which aligns with the reasons for its development. 

Why was it particularly popular in Korea and Japan? As mentioned, the Campbell grape is exceptionally resilient, thriving even in very cold weather and in places with distinct four seasons. This resilience is a crucial characteristic of the variety. It is also disease-resistant, which makes it very suitable for cultivation in East Asia, where the seasons are pronounced. In regions that are very hot in summer and extremely cold in winter, the Campbell grape was just the right fit. Indeed, it is similar to the Shine Muscat variety.

The representative flavor is actually sweetness, isn't it? In contrast, Campbell grapes are known for their well-balanced sweet and sour taste. Additionally, they are easy to cultivate, which is why they were easily introduced into Asian markets. It is said that they arrived in Korea in 1908. This means that the popularity of Shine Muscat has been around for about five years, while Campbell has been a popular grape for over 110 years. Indeed, Campbell has been in our country for almost a century. In the early 2000s, as you asked earlier, there was a time when 70% of the national grape cultivation area was occupied by Campbell. Campbell was created in the United States in 1892, and it came to Korea in 1908, which is quite fast. It must have passed through Japan in between, but it arrived very quickly.

It's interesting to note that the grape variety has become quite diminished over the past five years. When I heard about the characteristics of the Shine Muscat grape, it reminded me of our people's resilience, as they endure and overcome difficulties. I sometimes wonder if I should stop eating Shine Muscat and switch back to Campbell. There is an ongoing debate about this. This year, I tried Campbell grapes for the first time in several years, and I still find their flavor delightful. My curiosity about how this grape war will conclude is growing. Typically, fruit sellers pack Shine Muscat and Campbell grapes in boxes for sale. However, from a consumer's perspective, it feels like they are mixing different types together, similar to how one might order mixed noodles.

I hope that they sell a bunch of Shine Muscats like Campbell's. Honestly, I would rather pay an extra 2 won for that. Every time I buy them, I feel conflicted. Please, I ask for your help. I understand. So, when did this person pass away? It seems that they are no longer living, right? Of course, they passed away a long time ago. As I mentioned, they developed the new grape, Campbell, and passed away six years later. They died in 1898 in Delaware County, in a house they built themselves. It might be difficult to visit, but if you go to that Delaware area, there is a sign in front of his house to honor the history and achievements of Campbell. It is designated as a cultural heritage site. In a way, Campbell, who was born in America and contributed to the grape culture in Korea, has significantly influenced the grape industry in South Korea.

I don't think it's a bad thing. Today, for about 20 minutes, you really pushed Campbell hard. Yes, there are definitely things to learn from this. When you feel like you should give up as you get older, instead of quitting, you try again and again. Thanks to that, we got to hear the interesting story of Campbell, who gave us the Campbell grapes.

포도왕 캠벨의 복수혈전이 시작됐습니다- 추동훈 매일경제 기자

손경제유니버스 Official 채널｜이진우의 '손에 잡히는 경제' ｜박정호의 '손에 잡히는 경제 플러스'｜MBC 표준FM 95.9MHz

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