What H&B Asia does

H&B Asia (에이치엔비아시아) is a Seoul-headquartered, private Korean fruit distribution company founded in April 2006 as NJ Orchard, later renamed ST Asia (2014) and then H&B Asia (2020). The company operates a single integrated fresh-fruit value chain built around its exclusive Asia-wide license for the Envy (Scilate) club apple variety, granted by New Zealand's T&G Global (ENZA) in December 2008. H&B Asia cultivates Envy apples domestically under contract in Yesan, Boeun, and Hongcheon counties via the Yesan Agricultural Products Origin Distribution Center (APC), which performs non-destructive inspection and automated sorting, while also importing 10+ premium fruit varieties (grapes, blueberries, cherries, gold kiwifruit, oranges, grapefruit, lemons, avocados, mangoes, pomegranates) from 11 origin countries for Korean distribution.

The business model is multi-channel transactional distribution: H&B Asia sells both domestically-grown Envy apples and imported club/first-grade fruit to Korean wholesale markets, all major hypermarkets (E-Mart, Homeplus, Lotte Mart, Costco, Traders, Big Market), department stores (Hyundai, Shinsegae, NC, PK Market), mid-size supermarkets, convenience stores (E-Mart 24, GS25, CU), its own online store (envy-fruits.com), social/open marketplaces (Coupang, WeMakePrice, 11st), and Shinsegae TV Home Shopping. Pricing is set per channel and season; documented retail prices include KRW 6,990 per 5–6-fruit Envy bundle (E-Mart, 2015) and approximately KRW 2,500 per apple (2019 press). Operations are supported by a digital ERP logistics platform with real-time mobile-app inventory tracking, a 7-stage washing and packaging line, and three logistics/production sites (Gonjiam, Anseong, Yesan APC).

The company is led by founder and CEO Kim Hee-jung (김희정), who has guided H&B Asia from its 2006 founding through two corporate renamings and into a 2025 fundraising cycle that closed approximately $19.2M across two institutional rounds (Noh & Partners in July 2025, KB Investment in November 2025). Strategic priorities include scaling domestic Envy production to projected 4,000+ tons annually, exporting GAP-certified Korean premium fruit (initial market: Hong Kong Shine Muscat, September 2019), and deepening the direct-to-consumer Envy Apple brand in Korea. No revenue is publicly disclosed.

Name

H&B Asia

Legal name

㈜H&B ASIA

Website

https://stasia.kr

Company type

Private

Founded year

2006

Operating status

Operating

Short description

H&B Asia is a Seoul-based Korean fruit distributor that holds exclusive Asia-wide rights to the Envy (Scilate) club apple under license from T&G Global. It cultivates Envy domestically in Yesan, Boeun, and Hongcheon and imports 10+ premium fruit varieties for nationwide retail, wholesale, convenience, and D2C distribution.

Ownership category

akta.pro rank

Product category

Fresh Fruit Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Ethnic & International Foods Distribution (CRAOABAG)

Keywords

• Fresh fruit distribution
• Imported fruit supply
• Apple variety licensing
• Produce import export
• Fruit wholesale logistics

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Others, Marketing or Sales

Revenue model

1. Domestic fresh fruit distribution (imported): Importing and distributing 10+ varieties of premium fresh fruit (grapes, blueberries, cherries, gold kiwis, oranges, grapefruits, lemons, avocados, mangoes, pomegranates) from the US, Peru, Chile, Australia, Mexico, New Zealand, Italy, South Africa, Thailand, Turkey, and Uzbekistan to Korean retail and wholesale channels.
2. Domestic Envy apple distribution: Exclusive Asian grower and distributor of the Envy (Scilate) club apple variety; all domestic production is bought back and distributed through retail, wholesale, and direct-to-consumer channels in Korea.
3. Direct-to-consumer online and TV commerce: Sales through official online store (envy-fruits.com), 11st (open market), Coupang and WeMakePrice (social marketplaces), and Shinsegae TV Home Shopping.
4. Exports of GAP-certified domestic fruit: Export of premium Korean fruit, including domestic Shine Muscat grapes to Hong Kong, in cooperation with the Korea Agricultural Food Marketing Corporation (AT), leveraging high-end packaging and brand marketing to target overseas premium fruit markets.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels5 records

Core offering

H&B Asia imports 10+ varieties of premium fresh fruit (grapes, blueberries, cherries, gold kiwis, oranges, grapefruits, lemons, avocados, mangoes, pomegranates) from origins including the US, Peru, Chile, Australia, Mexico, New Zealand, Italy, South Africa, Thailand, Turkey, and Uzbekistan for distribution across Korean wholesale, retail, and online channels. The company is the exclusive Asian grower and distributor of the Envy (Scilate) club apple variety under license from New Zealand's T&G Global (ENZA), operating domestic contract cultivation in Yesan, Boeun, and Hongcheon with full-volume buyback and multi-stage quality control including non-destructive inspection and a 7-stage washing and packaging process.

Product overview

H&B Asia (에이치엔비아시아) is a single-line fresh-fruit distribution company built around a unified core product — the Envy Apple (엔비사과) — for which it holds exclusive Asia-wide production, sales, marketing, and export rights under a partnership with New Zealand's T&G Global. The portfolio is structured as: (1) a domestic core product (Envy Apple) sourced from approved orchards in Yesan, Boeun, and Hongcheon and handled through the Yesan APC; (2) a broad imported-fruit product line covering grapes, blueberries, cherries, gold kiwifruit, oranges, grapefruit, lemons, avocados, mangoes, and pomegranates; (3) a Production Base Development (생산기반조성) program that establishes domestic contract farming for club varieties; (4) a three-site Logistics Center operation (Gonjiam, Anseong, Yesan) that provides washing, sorting, and packaging on a digitalized ERP-backed system; and (5) a direct-to-consumer Envy Apple online store at envy-fruits.com. Together these products cover the full seed-to-table value chain of importing, domestic cultivation, sorting, packaging, and distribution to wholesale markets, hypermarkets, supermarkets, convenience stores, and online channels in Korea.

Differentiator

Problem solved

Functional benefit

Brands

• Envy Apple Korea: Sub-brand marketing the exclusive Asian Envy apple program operated by H&B Asia, including imported and domestically grown Envy apples and an online store.

Products and services

• Envy Apple (엔비사과) Premium club-variety apple (cultivar name: Scilate) developed over 25 years by New Zealand's Plant & Food Research as a natural cross of Royal Gala and Braeburn. H&B Asia holds exclusive Asia-wide rights for production, sales, marketing, and export. Brix 15–18°Bx (vs. 12–13°Bx for typical Korean apples), dense flesh, slow browning, distinctive aroma. Cultivated in approved orchards in Yesan, Boeun, and Hongcheon and sold through Korean wholesale, retail, and online channels.
• Imported Grapes Seedless green, red, and black grapes (crunchy, edible skin) sourced year-round from the US, Peru, Chile, Australia, and Mexico. High-Brix varieties include Autumn Crisp and Sweet Globe; novelty candy-flavored varieties include Candy Hearts, Candy Snaps, and Cotton Candy.
• Imported Blueberries Antioxidant-rich blueberries imported from Chile and the US, including large, firm new varieties OZblue, Blueribbon, and Suziblue.
• Imported Cherries Premium cherries from the US, Chile, Australia, Turkey, and Uzbekistan. Includes Bing (high-Brix flagship), Regina (firm texture), Rainier (yellow, high-Brix), and exclusive rights to distribute Brookside-brand California cherries in Korea.
• Imported Gold Kiwi (Gold Kiwifruit) Gold kiwifruit club varieties from Chile and Italy. 'Dori' (early-ripening, Brix 17+, developed by the University of Bologna and University of Udine) and 'Jingold' (sweet-and-sour balance).
• Imported Oranges Oranges imported from the US, South Africa, and Australia — Navel variety (thin skin, seedless, for fresh eating) and Valencia variety (seedy, juicy, for juice).
• Imported Grapefruit Low-calorie, vitamin- and fiber-rich grapefruit from the US and South Africa, including the Star Ruby (red, thin skin, high sweetness) and Melo Gold (orange-grapefruit cross with higher Brix).
• Imported Lemons Lemons imported as part of H&B Asia's curated portfolio of premium fresh fruit distributed to Korean wholesale, retail, and online channels.
• Imported Avocados Avocados imported as part of H&B Asia's year-round premium fresh fruit portfolio distributed to Korean wholesale, retail, and online channels.
• Imported Mangoes Mangoes imported as part of H&B Asia's curated portfolio of premium fresh fruit distributed to Korean wholesale, retail, and online channels.
• Imported Pomegranates Pomegranates imported as part of H&B Asia's year-round premium fresh fruit portfolio distributed to Korean wholesale, retail, and online channels.

Quantifiable outcome

• Envy apple 15–18°Bx sweetness vs. 12–13°Bx for typical Korean apples (highest among apple varieties)
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor, core and flagship.

• Boeun County (보은군)minorStrategic or Co-development Partner · 1 August 2017Boeun County 5-year agreement (August 2017) with H&B Asia (then ST Asia) to establish a 100 ha Envy apple cultivation complex; by 2018–2019, 82 farms had applied and 38 ha of orchards had been created, supported by technology training.
• Hongcheon County (홍천군)minorStrategic or Co-development Partner · 1 March 2017Envy apple cultivation contract signed March 2017 to develop a 50 ha Envy apple cultivation complex in Hongcheon, leveraging large diurnal temperature variation for high-sugar apples.
• Yesan County (충남 예산군)coreStrategic or Co-development Partner · 1 April 2009MOU signed in April 2009 between H&B Asia (then ST Asia) and Yesan County to develop Envy apple orchards; this was followed in March 2010 by a contract with Yesan Apple Nonghyup and the first Envy cultivation in Asia. By 2017, 128 farms / 100 ha had been established.
• T&G Global (formerly ENZA)flagshipStrategic or Co-development Partner · 1 December 2008New Zealand-headquartered T&G Global (ENZA) signed an exclusive Asian rights agreement with H&B Asia (then ST Asia) in December 2008, granting exclusive rights to grow, sell, market, and export the Envy (Scilate) club apple variety across Asia. This is the foundation of H&B Asia's flagship domestic franchise.
• Royal (Cherry Royal Co., Australia)minorOEM/ Whitelabel/ Licensing Partner · 1 October 2008Exclusive import contract with Australian cherry company Royal, signed in October 2008, supporting H&B Asia's premium cherry import business.
• Plant & Food Research (New Zealand)coreStrategic or Co-development PartnerNew Zealand government research institute that developed the Envy (Scilate) apple variety over 25 years via natural cross-breeding of Royal Gala and Braeburn. H&B Asia sources the variety through the club network led by T&G Global / ENZA and benefits from associated technical training.
• Korea Agro-Fisheries & Food Trade Corporation (AT / aT)coreGTM or Marketing PartnerPublic agency collaboration to export GAP-certified Korean fruit, including domestic Shine Muscat to Hong Kong (since September 2019), supporting H&B Asia's overseas expansion with brand and packaging marketing.
• Global Variety NetworkcoreStrategic or Co-development PartnerExclusive contracts with international variety consortiums to introduce world-class club varieties (e.g., Envy) into Korea and to test/cultivate new premium varieties domestically.
• Yesan Apple Nonghyup (예산능금농협)coreChannel Partner/ Reseller/ DistributorOperates the Yesan APC (Sinam-myeon) for sorting and grading of Envy apples; H&B Asia entrusts seasonal operations to Yesan Nonghyup, which performs the sorting process for the club apples before full-volume buyback.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Regional players

• Hyundai Green Food: Korean food distribution and food-service operator owned by Hyundai Department Store Group with national wholesale and retail reach. Comparable in Korean fresh/food distribution scale and channel breadth.
• Stemilt Growers: US (Washington-state) apple and stone fruit grower-marketer running club apple varieties (e.g., Piñata) with contracted growers and premium retail positioning. Comparable domestic apple club model, but US-focused rather than Asian.
• Pulmuone Co., Ltd. Korean food company with refrigerated/fresh packaged-food and produce operations and strong national retail relationships. Comparable Korean distribution scale and consumer-brand orientation, though broader than fresh fruit.

Broad incumbents

• Dole plc: Global fresh produce grower-distributor with multi-category portfolios including bananas, pineapples, berries, and grapes. Overlaps with H&B Asia on imported-fruit wholesale and multi-channel retail distribution.
• Fresh Del Monte Produce: Vertically integrated producer, distributor, and marketer of fresh produce worldwide, including pineapples, bananas, melons, and avocados. Comparable in end-to-end sourcing, ripening, and global distribution capabilities.
• Capespan: South Africa-headquartered global fresh produce grower-exporter of citrus, grapes, stone fruit, and pears, serving wholesale and retail channels worldwide. Comparable in multi-origin import/distribution model.

Direct peers

• T&G Global: New Zealand-headquartered fresh produce grower-marketer and Envy (Scilate) apple licensor; H&B Asia's exclusive Asian rights partner since 2008. Directly comparable club-variety apple business with global production, sales, and marketing reach.
• Zespri International: New Zealand-based kiwifruit marketer running the Zespri SunGold/Red club variety model, an almost identical premium-club-variety licensing, grower-contracting, and global distribution framework to H&B Asia's Envy operation.
• Sun World International: US-based fruit variety developer/licensor of proprietary grape and stone fruit varieties (e.g., AUTUMNCRISP, SABLE SEEDLESS). Comparable in licensing premium varieties and managing grower networks for global distribution.
• Driscoll's: US-headquartered exclusive berry marketer with proprietary club varieties, contracted growers, and premium positioning. Closely analogous business model around club-variety IP, quality grading, and global distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/envyapplekorea

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about H&B Asia