Laura Morris - Bridging the Gap Between Korean Products and U.S. Consumers

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 Background
01:00 – Sempio Origin & U.S. Expansion
04:00 – Working with a Global HQ
07:00 – Naming & Packaging Strategy
10:00 – What Gets Prioritized in the U.S.
12:30 – Aisle Placement: Ethnic vs. Center Store
16:00 – Tips for Import Brand Marketers
18:30 – Campaign Planning Around Global Transit
21:00 – Dorot Gardens Rebrand Case Study
25:00 – Packaging Strategy Questions to Ask
27:30 – Retail Tools: Decks, Data, and Displays
30:00 – Managing Retailer Requests vs. Margins
32:00 – Learning from a Product Launch Flop
34:30 – Trends Laura’s Watching
36:00 – Where to Follow Laura & Sempio

Links:
Sempio Foods – https://www.sempio.com
Yondu (plant-based umami) – https://www.yondu.us
Follow Laura on LinkedIn – https://www.linkedin.com/in/laura-morris-cpg

Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg

Check out https://www.kitprint.co for CPG production design support.