Corporate brochure - Rhee Bros

7/25/2019 Corporate brochure - Rhee Bros

1/15

FROM FOOD SERVICE TO RETAIL,

WE CARRY THOUSANDS OF

PRIVATE AND NATIONAL BRANDED

PRODUCTS THAT COVER EVERYMAJOR ASIAN CUISINE.


2/15

HEE BROS IS A LEADER IN ASIAN FOOD WHOLESALE

ND DISTRIBUTION. FROM FOOD SERVICE TO RETAIL, WE

ARRY THOUSANDS OF PRIVATE AND NATIONAL BRANDED

RODUCTS THAT COVER EVERY MAJOR ASIAN CUISINE.

DELIVERING

A TASTE OF HOME

CONTENTS

04 Our History

05 CEO Message

06 Mission Vision Values

07 International Sourcing Network

08 Core Strengths

10 Our Customers

12 Brands

14 Products

24 Retail Afliates


3/15

RHEE BROS

ERENCE

M FOOD SERVICE TO RETAIL,

CARRY THOUSANDS OF

ATE AND NATIONAL BRANDED

DUCTS THAT COVER EVERY

OR ASIAN CUISINE.

OUR HISTORY

From humble beginnings tointernational partnerships...

In 1968, Syngman Steve Rhee never dreamed

that he would someday head a successful food

business. His plan was to study political science

for a few years in Washington DC and then return

to Korea to pursue his political ambitions.

Everything changed when Mr. Rhee found himself

holding multiple jobs to support his family. He

contacted his mother in Korea to ask for nancialassistance. To his surprise, instead of cash, he

received a shipment of dried squid and a note

to sell the squid for money. After his initial shock

wore off, he did as his mother suggested. The

squid sold out immediately. Needless to say, he

asked his mother for another shipment and the

idea of Rhee Bros was born.

In 1976, Mr. Rhee, along with his three brothers,

formally started Rhee Bros in suburban

Maryland to serve the growing Korean immigrant

population there. At the time, Korea, still

recovering from the Korean War, was one of the

poorest countries in the world. Since Korean

food manufacturing and branding was still in

its infancy, Mr. Rhee began with products from

Japan, a more developed country.

While traveling throughout Japan, Mr. Rhees

understanding of the food business ex panded,

particularly the importance of branding products.

Branding techniques served as a great inspiration

to Mr. Rhee, who later applied this knowledge

in Korea with Rhee Bros agship Assi brand.

With the expansion of signature brands and

successful partnerships, Rhee Bros distribution

network grew to cover the entire US and over 30countries internationally.

In 1989, Rhee Bros began a retail afliate

relationship to sell Rhee Bros products at

Lotte Plaza, an Asian supermarket chain in t he

Washington/Baltimore metropolitan area. A retail

relationship with Assi Plaza, which has stores

across the country, followed. Today, both chains

have a combined eleven stores throughout the

US that proudly carry Rhee Bros products to

millions of customers every year.

CEO MESSAGE

Our customers are very important tous. They are why we exist.

Rhee Bros was founded to provide a taste of

home to families who immigrated to the US.

Life can be very difcult in a different country for

those living abroad, away from friends and family.

We provide a connection to home by offering our

customers the food that they remember and love.

With this in mind, we are always looking for new

ways to put our customers rst and welcome

them into our family. Delivering a taste of home

is not only our motto but who we are.

As we enter the next chapter in our history, we

are excited to meet the demands of a changing

market. From mainstream Americas rising interest

in Asian food to generational changes within

immigrant families, Rhee Bros is committed

to delivering authentic and quality Asian food

products to all of our customers. We look forward

to growing while remaining true to our history.

Finally, I want to take this opportunity to thank

all of our customers and employees, past and

present, for their support over the past 35 years.

You have made Rhee Bros what it is today and

we have been incredibly lucky to have you.Your continued support is an honor and we

hope for more of it in the years to come.

Syngman Steve Rhee

Chairman and Chief Executive Ofcer

DELIVERING A TASTE OF HOME, IS MORE

THAN OUR MOTTO; IT'S OUR PHILOSOPHY.

THE LEADERIN ASIAN FOOD

05

OUR HISTORY

CEO MESSAGE


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INTERGRITY

ACCOUNTABILITY

COMMUNITY

CUSTOMER

RHEE BROS

ERENCE

e are guided by a genuine passion to

liver a taste of home to our customers.

om our founder to each one of our

mployees, we understand the lifestyles

mmigrant families, because we come

m immigrant families. Our experiences

pire us to work together to bring the

ry best products from Asia directly to

ur dinner table.

MISSIONPROVIDE AUTHENTIC,

LICIOUS, HIGH-QUALITY

AN FOOD TO OUR

STOMERS.

VISIONTO BECOME THE

PREFERRED ASIAN FOOD

COMPANY IN THE US.

ASSION IS WHAT DRIVES US

TERGRITY AND AUTHENTICITY SET US APART.

MMUNITY AND TEAMWORK BRING US TOGETHER.

VALUES ACCOUNTABILITY

COMMUNITY

CUSTOMER

INTERGRITY

INNOVATION

TEAMWORK

INTERNATIONAL SOURCING

NETWORK

With products sourced from over 20different countries, an integral placein emerging US markets and ofcesin Korea, Japan and China, RheeBros is truly a citizen of the world.

From Argentina to Vietnam, Rhee Bros sources

its products from over 20 different countries

worldwide. We achieve this global reach through

local partnerships and personal presence.

STAYING LOCAL TO GO GLOBAL

Wemaintain ofces in Korea, Japan, and China.

These facilities allow us to keep up with local

trends. They also provide us opportunities to

gather important information on products, meet

directly with manufacturers for quality checks

and negotiate the very best prices.

Argentina

Australia

Brazil

Canada

China

Chile

Denmark

Germany

Hong Kong

India

Indonesia

Japan

Korea

Malaysia

Mexico

New Zealand

Norway

Pakistan

Peru

Philippines

Russia

Senegal

Singapore

Taiwan

Thailand

United Kingdom

Uruguay

Vietnam

COUNTRIES WE SOURCE FROM

KOREA

R&G Corp

309-3 Gungnae-dong,

Bundang-gu, Seongnam-si,

Gyeonggi-do, Korea

Tel : (82) 31-711-1232

Fax : (82) 31-726-0202

www.assifood.co.kr

JAPAN

New Japan Food Corp

4-18, 4-Chome,

Kitanagasa-Dori,

Chuo-Ku, Kobe, Japan

Tel : (81) 78-333-4331

Fax : (81) 78-333-4334

CHINA

ARECO Co. Ltd

Lenggezhuangcun,

Renzhao Town, Pingdu City,

Shandong Province, China

Tel : (86) 532-8337-9000

Fax : (86) 532-8337-4989

INTERNATIONAL

OFFICESCONNECTED TO THE GLOBAL COMMUNITY

07

INTERNATIONAL

SOURCING NETWORK


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EADY AND ABLERE FOCUSED ON PROVIDING THE BEST POSSIBLE

ODUCTS AT THE BEST POSSIBLE PRICES.

RHEE BROS

ERENCE

CORE STRENGTHS

CORE STRENGTHS

Throughout our 35-year history, RheeBros has achieved success throughunderstanding our customers needsand providing the best products at the

best possible prices. Weve complied anexhaustive range of offerings and built aexible, reliable network to deliver theseproducts to our customers.

STRENGTH IN DIVERSITY

We believe that product diversity is strength. For

this reason, were focused on achieving maximum

depth and breadth in our product lines.

Rhee Bros is the only Asian food company to

carry authentic, top-quality products from every

major Asian cuisine, including Korean, Chinese,

Japanese, Vietnamese, Thai, and Filipino. Each

country is represented by a combination of

outstanding, iconic national brands, in addition

to our own private brands. To add to our diversity,

we also carry dry, refrigerated and frozen food, as

well as non-food items. To top it all off, we supply

a wide variety of fresh Asian produce, frozen meat

and seafood products to customers across the

country. All told, we carry over 10,000 SKUs to t

every possible need and taste.

STRENGTH IN PRIVATE BRANDS

Innovative from the start, Rhee Bros was one of

the rst Asian food companies to carry branded

products in the US.

Initially, many food items from Asia were either

homemade or locally made instead of carrying

unifying brands. By adding labels and keeping

promises on quality and pricing, we have

been able to achieve recognition and success,

particularly with our Assi brand. As one of the very

few Asian food companies that can truly say its

private brands can compete with national ones,

were uniquely positioned in the global market.

STRENGTH IN THE NETWORK

We also believe that youre only as good as your

distribution network.

Through various partnerships and subsidiaries,

Rhee Bros has built a solid platform for product

delivery. Currently, our distribution network covers

over 1,600 accounts throughout the US and

over 30 countries worldwide. In the US alone,

Rhee Bros and its distribution partners have over

500,000 sq. ft. combined of dry, refrigerated and

frozen storage spread across four distribution

centers located in Baltimore, Los Angeles,

Chicago, and Atlanta.

We also operate our own eet of trucks and utilize

many other forms of transportation to reach

our customers. By operating our own eet, we

improve customer service through distribution

exibility. Whether located in large urban centers

or small towns where no other Asian distributor

sells, were dedicated to getting our products into

the hands of the people who love them.

COUNTRIES WE DISTRIBUTE TO

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Argentina

Australia

Austria

Brazil

Canada

Costa Rica

China

Chile

Czech Republic

Ecuador

El Salvador

France

Guam

Guatemala

Germany

Ghana

Honduras

Hungary

Ireland

Japan

Korea

Lithuania

Mexico

Netherlands

New Zealand

Nicaragua

Nigeria

Norway

Palau

Samoa

Slovakia

Ukraine

United Kingdom

BALTIMORERhee Bros., Inc

7461 Coca Cola Drive

Hanover, MD 21076

Tel : (410) 381-9000

Fax : (410) 381-4989

www.rheebros.com

LOS ANGELES

Korean Farm, Inc

DISTRIBUTION AFFILIATE

12500 E. Slauson Ave. #B1A

Santa Fe Springs, CA 90670

Tel : (562) 789-9988

Fax : (562) 789-4989

www.koreanfarm.com

CHICAGO

Assi Depot

7545 N Natchez Ave.

Niles, IL 60714

Tel : (847) 588-2750

ATLANTA

Assi Depot

1025 Raco Ct. #DLawrenceville, GA 30024

RHEE BROS

DISTRIBUTION

CENTERS


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HE HEART OF OUR BUSINESSTAIL ESTABLISHMENTS AND RESTAURANTS PUT OUR PRODUCTS

TO THE PLATES OF OVER A MILLION CUSTOMERS PER YEAR.

RHEE BROS

ERENCE

OUR CUSTOMERS

Our primary accounts are Asianretailers in the US and abroad, butwe also distribute to restaurants,

wholesalers, US supermarket chains,foodservice and manufacturers.

RETAIL

US-based Asian retail establishments are the

foundation of our business. These stores, which

can be found in major metropolitan areas like New

York, Atlanta and Los Angeles, as well as smaller

cities like Nashville and El Paso, range from over

140,000 sq. ft. to less than 5,000 sq. ft. in size.

Additionally, as Asian food becomes more popular

in mainstream America, major national grocery

chains like Costco, HEB and Giant Foods have

begun carrying our products.

FOOD SERVICE

Rhee Bros offers a wide variety of food service

items for independent restaurants and major

chains.

When it comes to food service, our motto is, If

we dont have it, we can source it. On the off

chance that a certain item is missing from our

inventory, our sourcing network allows us to reach

out to one of our thousands of vendors to nd

just the right product. We also have the exibility

to custom prepare orders, from ingredients to

packaging.

MAINSTREAM US CUSTOMERS

Demand for Asian food is on the rise in

mainstream America. Whether as a healthy diet

alternative or a trendy dining choice, more and

more Americans are consuming Asian food at

home and in restaurants.

Rhee Bros has invested resources to meet this

demand. Our success at the retail and food

service level is largely due to our ability to supply

products from so many different Asian cuisines.

Some of our past and present customers include:

Costco, HEB, Fiesta, Giant, Shoppers Food

Warehouse, Heinz, PF Changs, Pei Wei

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AS A WHOLESALER AND

DISTRIBUTOR, WE ARE

ALWAYS LOOKING FOR

NEW WAYS TO PUT OUR

CUSTOMERS FIRST. ANDWEVE GOT A LOT OF

CUSTOMERS-RHEE BROS

SERVICES OVER 1,600

ACCOUNTS WORLDWIDE.

OUR CUSTOMERS


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PRIVATE BRANDS

For 35 years, weve carefully selected products for ourprivate brands to reect the highest quality and the best

possible prices.

Our 14 private brands include Korean, Japanese, Chinese,

Vietnamese, Thai, and American cuisine, as well as a

number of non-food items. These brands provide Rhee

Bros both stability and exibility in the marketplace. We

hope you enjoy them as much as we enjoy creating them.

NATIONAL BRANDS

In addition to our own private brands, we carry a range

of popular national brands that cover Korean, Japanese,

Chinese, Vietnamese, Thai, and Filipino cuisine. In many

cases, Rhee Bros is the exclusive distributor in the US for

these brands.

Rhee Bros is able to maintain strong relationships with

these highly regarded international brands through

constant sales growth and our ability to merchandize in a

wide variety of markets.

NDS

WHETHER ASSEMBLING CAREFULLY CURATED PRIVATE

PRODUCT LINES OR RESELLING NATIONAL ONES, OUR 35

YEARS OF EXPERIENCE WITH BRANDS AND BRANDING IS AN

IMPORTANT ASPECT OF OUR WORK.

BRANDS

PRIVATE BRANDS

ASSI | Korean Our agship brand for over 30 years, the Assi brand exemplies the top tier of Korean

food. The Korean word assi comes from the traditional title for a young, sophisticated women. In keeping

with the rened style of this brand, all of our products are made using traditional Korean techniques with

only the best ingredients to ensure maximum satisfaction.

JONGGA VISION | Korean In Korean, jongga vision means to pass on traditional family secrets.

Since everyone knows that the most delicious recipes are often kept under wraps, we developed this

brand to showcase high quality products that are at the heart of every Korean meal. Well let you in on a

little secret: the very best of Koreas traditions can be found in our Jongga Vision products.

KABUTO | Japanese The word kabuto, which describes a samurais helmet in Japanese, is laden with

history. Accordingly, our Kabuto brand includes Japanese food products used during the legendary Shogun

era. Each product has been carefully crafted with traditional methods to ensure authenticity and quality.

YISSINE | Korean Yissine, from the surname of the Rhee family, has become synonymous with the

special Korean products our family has loved over the years. From rice cakes that are eaten on New Years

to cold noodles enjoyed on a hot summer day, were condent that Yissine products will become a fast

favorite of yours too, if t hey arent already.

THREE ELEPHANTS | Thai Elephants have always been revered in Thailand, which is why we created

our Three Elephants brand to include only the nest Thai products. From rice sticks to sh sauce, we know

youll hold Three Elephants products in high regard.

EMPEROR | Chinese Just as an emperor rules from on high, our Emperor brand is comprised of only the

most superior Chinese products. We hand-pick the top manufacturers to showcase their traditional recipes

within this product line.

HAN KUK MI | Rice Han Kuk Mi is our original line of premium rice products. It also happens to be one

of the oldest brands from the Sacramento Valley in California. Han Kuk Mi includes a wide variety of table

rice, from sushi to organic varieties. Ideal for personal and food service needs, all Han Kuk Mi products

come from the highest quality rice.

WILD SEA | Seafood We believe that the best seafood comes directly from the coldest parts of the

ocean. Accordingly, our Wild Sea brand, which includes seafood of all kinds, is sourced fresh from the

ocean and HACCP-accredited facilities.

EVERGREEN | US Evergreen is by far our most varied brand, covering a wide range of healthy products

for everyday use. Drizzle our olive oil on fresh bread. Use our powdered honey in cakes and cookies.

Evergreen is there for you whenever you need it.

RHEE CHUN RICE | Rice In Korean, chun means one thousand. We named our choicest rice Rhee

Chun to invoke a thousand years of tradition and our love of good food. Whether you use it for sushi or

any other meal, you will nd unparalleled quality, avor and value. Weve also been growing Rhee Chun in

the fertile Sacramento Valley for over 30 years. If thats not tradition, were not sure what is.

ORGANIC RANCH | Organic Eating organic is more than a fad; its a healthy choice. From sauces to miso paste,

all of our Organic Ranch products have been certied by the USDA to meet or exceed international standards.

VIET WAY | Vietnamese Our newest private brand, Viet Way represents staple Vietnamese items used in

everyday food preparation. From sh sauce to rice noodles, we created Viet Way to embody an authentic

Vietnamese cooking experience.

EZ LIFE | Household Goods We know that these days, everyone leads a busy life. Our EZ Life products

are convenient, durable household goods designed to make cooking easier without sacricing quality. Our

chopsticks and rice cookers are sure to improve your kitchen experience.

HANA | Japanese Hana was our rst Japanese private brand that we created over 25 years ago.

Interestingly enough, Hana comes from the Japanese word for ower or the Korean word for number one.

Due to it's creative name and history, Hana products have been recognized and trusted by a wide number

of customers. On your next visit to the supermarket, try some miso or soba noddles made by Hana. You'll

think they're number one too.

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DUCTS

E BROS IS A LEADER IN

N FOOD WHOLESALE AND

RIBUTION. THROUGH OUR

DISTRIBUTION NETWORK

PARTNERSHIPS WITH

ER DISTRIBUTORS, WE

ABLE TO SERVE A WIDE

ETY OF CUSTOMERS

OUGHOUT THE WORLD.

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A ONE STOP SOURCE

FROM KOREAN TO CHINESE, FROM JAPANESE TO THAI, RHEE

BROS IS THE ONLY ASIAN DISTRIBUTOR THAT CARRIES PRODUCTS

THAT SPAN EVERY MAJOR ASIAN FOOD CATEGORY.

WHILE OUR HISTORY IS ROOTED IN KOREAN FOOD, WEVE MADE

IT A PRIORITY TO EXPAND OUR OFFERINGS TO INCLUDE EVERY

MAJOR ASIAN CUISINE. WE PRIDE OURSELVES IN BEING A ONE

STOP SOURCE FOR ASIAN PRODUCTS.


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FLOURS, GRAINS, NOODLES, RICE,

SAUCES, CANNED GOODS, SNACKS; RHEE

BROS CARRIES AN EXHAUSTIVE LINE OF

FOODSTUFFS THAT LINE RETAIL SHELVES

AND FOOD SERVICE PANTRIES.

DUCTS

OREAN

FROM TOFU TO PICKLED VEGETABLES, OUR

LINE OF REFRIGERATED GOODS NOT ONLY

DEMONSTRATES THE BREADTH OF OUR

PRODUCTS, BUT ALSO THE STRENGTH OF

THE RHEE BROS SUPPLY CHAIN.

TOFU

PICKLED & SALTED FOOD

RICE CAKE

FRESH NOODLES

SOY SAUCE & BEAN PASTE SAUCES

SEASONINGS DRIED VEGETABLE & SEAFOOD

GRAINS & POWDER

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10/15

DUCTS

COFFEE & TEA

CANNED FOOD

FROZEN INSTANT FOOD

ICE CREAM

RICE

INSTANT NOODLESINSTANT FOOD

REFRIGERATED SEAFOOD

COOKIES & SNACKS

OREAN

GENERAL MERCHANDISEGENERAL BEVERAGES TRADITIONAL BEVERAGES

FROZEN DUMPLINGS

FROZEN & REFRIGERATED PRODUCE

FROZEN FOOD

FROZEN SEAFOODDRIED NOODLES

FISHCAKE

DELIVERING A TASTE OF HOME,

WE'RE COMMITTED TO BRINGING YOU

A TASTE THAT REMINDS YOU OF HOME,

NO MATTER WHERE YOU ARE NOW.

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11/15

DUCTS

APANESE

MANAGING THE DELIVERY OF

ERISHABLE PRODUCTS IN A NETWORK

HAT EXTENDS ACROSS CONTINENTS

EMANDS DECADES OF EXPERIENCE.

DRIED FOOD

SAUCES

FROZEN FOODDRIED & CANNED SEAFOOD

COOKIES & SNACKS

REFRIGERATED FOOD

RHEE BROS CARRIES AN

EXHAUSTIVE LINE OF FOODSTUFFS

THAT LINE RETAIL SHELVES AND

FOOD SERVICE PANTRIES.

JAPANESE FOOD

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DRIED FOOD

DUCTS

HINESE

FROM KOREAN TO CHINESE, FROM JAPANESE

TO THAI, RHEE BROS IS THE ONLY ASIAN

DISTRIBUTOR THAT CARRIES PRODUCTS THAT

SPAN EVERY MAJOR ASIAN FOOD CATEGORY.

SAUCES & CANNED FOOD

FROZEN FOOD

DRIED FOOD

SOUTHEAST ASIA

WHILE OUR HISTORY IS ROOTED IN KOREAN

FOOD, WEVE MADE IT A PRIORITY TO EXPAND

OUR OFFERINGS TO INCLUDE EVERY MAJOR

ASIAN CUISINE.

SAUCES & CANNED FOOD

FROZEN FOOD

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North Wales, PA

Ellicott City, MDGermantown, MDSilver Spring, MD

Los Angeles, CA

Flushing, NY

Niles, IL

Chantilly, VAFairfax, VA

Duluth, GASuwanee, GA

LOCATION KEY

ASSI

LOTTE

RETAIL AFFILIATES

SINCE 1989, RHEE BROS HAS BEEN PROUD TO HAVE A STRONG

RETAIL RELATIONSHIP WITH LOTTE PLAZA AND ASSI PLAZA.

OUR AFFILIATION WITH THESE ESTABLISHMENTS HAS GIVEN

US A UNIQUE POSITION IN THE WORLD OF RETAIL.

ASSI PLAZA

Assi Plaza ch anged the fa ce of the Asian market by bu ilding

large, modern supermarkets with a vast array of international

produce, seafood, and grocery products. Breaking with

the antiquated image of the mom and pop store, the Assi

Plaza in Duluth, GA is currently the largest Asian store in

the US, with a gross area of over 140,000 sq. ft. Every Assi

Plaza is a one-stop shopping experience where customers

can take a culinary tour of Asia, support various independent

vendors and eat at authentic Asian restaurants.

LOTTE PLAZA

Lotte Plaza opened in 1989 in Rockville and quickly

expanded to ve stores in the Baltimore and Washington

DC metropolitan area. The stores original mission was

to serve the Korean community in Maryland and Virginia,

but has since adapted to meet t he needs of a more

international community. Today, every Lotte Plaza serves

a diverse ethnic population, providing produce, seafood,

meat and grocery items from Korea, C hina, Taiwan,

Thailand, Vietnam, Japan, and India.

IL AFFILIATES

www.assiplaza.net www.lotteplaza.com

LOTTE PLAZA

ASSI PLAZA

DULUTH, GA

1630 Pleasant Hill RoadDuluth, GA 30096770-921-4989

CHANTILLY, VA

13955 Metrotech DriveChantilly, VA 20151703-488-6600

LOS ANGELES, CA

3525 8th StreetLos Angeles, CA 90005213-388-0900

SUWANEE, GA

1291 Old Peachtree RoadSuwanee, GA 30024770-813-1500

FAIRFAX, VA

3250 Old Lee HighwayFairfax, VA 22030703-352-8989

NILES, IL

8901 N. Milwaukee Ave.Niles, IL 60714847-470-9450

SILVER SPRING, MD

13625-A Georgia Ave.Silver Spring, MD 20906301-962-3355

GERMANTOWN, MD

13069 Wisteria DriveGermantown, MD 20874301-916-0757

FLUSHING, NY

131-01 39th Ave.Flushing, NY 11354718-321-8000

ELLICOTT CITY, MD

8801 Baltimore National PikeEllicott City, MD 21043410-750-9656

NORTH WALES, PA

1222 Welsh RoadNorth Wales, PA 19454215-631-9400

25

With 11 retail afliates in seven states from California to New York, our customers can benet

from nding the full line of Rhee Bros products at competitive prices no matter where they live.


14/15

FROM OUR

FAMILY TO YOURSINNOVATION IS IMPORTANT; SO IS TRADITION. AT RHEE

BROS, WE KEEP BOTH THE FUTURE AND THE PAST IN MIND,

PRODUCING PRODUCTS THAT HONOR OUR HERITAGE, WHILE

MEETING THE DEMANDS OF A CHANGING MARKET.


15/15

7461 Coca Cola Drive

Hanover, MD 21076 U.S.A.

Tel: 410.381.9000 Fax: 410.381.4989

www. rheebros.com

KOREAN FARM, INC.

12500 E. Slauson Avenue. Unit B1A

Santa Fe Springs, CA 90670 U.S.A.Tel: 562.789.9988 Fax: 562.789.4989

www.koreanfarm.com

Corporate brochure - Rhee Bros

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