Bridging the Gap Between Korean Products and U.S. Consumers | Laura Morris, Sempio Foods

On this episode, we’re joined by Laura Morris, VP of Marketing at Sempio Foods, Korea’s oldest registered food brand.Sempio was founded in 1946 on a simple promise: never sell a product the founder wouldn’t serve his own family. Today, they’ve grown into a global powerhouse in fermented sauces, noodles, kimchi, teas, and more that’s distributed in 75+ countries.Before Sempio, Laura led marketing at Kayco, the owner of iconic Kosher brands like Manischewitz and Dorot Gardens. Now at Sempio, Laura’s helping bridge the gap between Korean authenticity and U.S. consumer behavior.Laura breaks down how to localize global brands, adapt packaging for a new audience, plan around ambiguous inventory lead times, and why sometimes the right move with retailers is saying “not yet.”—---------------Episode Highlights:🌏 What it’s like marketing a fully international brand in the U.S.🧂 Why Sempio stays true to its fermented roots📦 Packaging tips for balancing authenticity and accessibility🇰🇷 How to market gochujang without losing its Korean identity🚢 Why global logistics shape campaign planning💡 Lessons from the Dorot Gardens rebrand (“Pop, Drop, Done”)🛒 Retail strategy: when to say yes, when to say “not yet”📊 Sales tools, aisle violators & using data to win shelves💥 The product launch flop that became a 10x comeback—---------------Table of Contents:00:00 – Laura’s Background01:00 – Sempio Origin & U.S. Expansion04:00 – Working with a Global HQ07:00 – Naming & Packaging Strategy10:00 – What Gets Prioritized in the U.S.12:30 – Aisle Placement: Ethnic vs. Center Store16:00 – Tips for Import Brand Marketers18:30 – Campaign Planning Around Global Transit21:00 – Dorot Gardens Rebrand Case Study25:00 – Packaging Strategy Questions to Ask27:30 – Retail Tools: Decks, Data, and Displays30:00 – Managing Retailer Requests vs. Margins32:00 – Learning from a Product Launch Flop34:30 – Trends Laura’s Watching36:00 – Where to Follow Laura & Sempio—---------------Links:Sempio Foods – https://www.sempio.comYondu (plant-based umami) – https://www.yondu.usFollow Laura on LinkedIn – https://www.linkedin.com/in/laura-morris-cpgFollow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.