Seoul Food: 5 trips, 4 years, and a whole lot of kimchi
Zack Andrade gives a presentation at the Organic Product Seminar in Seoul
Why Korea?
In fall of 2021, Spinaca Farms set its sights on South Korea. Known for its high standards in food quality, transparency, and wellness, Korea seemed like a natural fit for our powdered vegetable ingredients. Clean eating, clean beauty, and a customer base willing to pay for quality? We were all in.
We knew the cultural and language barriers would pose a challenge, but quality speaks volumes—and across borders.
People love trying on Zack’s cowboy hat
Breaking through
It took 14 months of persistence, countless samples, and approvals from both potential clients and the Korean Food & Drug Administration. That was just the beginning. What followed was an avalanche of paperwork, translations, certifications, flowcharts, and a whopping 24 letters of guarantee—from “gluten-free” to “vegan” (yes, really). Finally, a win: we landed our first Korean client with a blend of kale, celery, and barley powder.
Jackpot... or so I thought.
The first trip: slide decks and lost in translation
March 2023, I boarded my first flight to Seoul. The client wanted a presentation, and I (mis)heard that as a three-hour presentation. I hadn’t touched PowerPoint in over 20 years, but with the help of Michael vandenBerg at Bonus Genius and our right hand at Spinaca, Kayla Mulch, we delivered an 88-page deck—complete with family history, soil science, drone footage, and laser weeding videos.
Turns out, they just meant they had the room for three hours. Noted. And yes, we lost most of the room after slide 30. But hey—we were there, we showed up, and it still feels like a win.
Another phenomenal meal in Korea
Fast forward: 5 trips, countless doors, and a whole lot of hanwoo
March 2025 marked my fifth trip to Korea in 24 months. I’ve spent 12-hour flights daydreaming about my next kimchi variation and collecting subway cards like souvenirs (I now own three, all left in my truck).
Seoul itself? A living, breathing ecosystem of energy, efficiency, and flavor. Think NYC density—but cleaner, faster, and friendlier. The subways are spotless. Customer service is elite. And the food? Unmatched.
From spring onion kimchi to cold noodle soup and melt-in-your-mouth Hanwoo beef (which doesn’t leave the country, by the way), it’s been a full-on love affair with Korean cuisine.
In the halls of JBK Lab in Seoul
Hard-earned progress
From 42 presentations (we’ve trimmed the slides down, don’t worry) to trade shows, door slams, and product launches—every hurdle has been worth it. What started as a longshot is now becoming a real partnership. We're not just showing up anymore; they're calling us.
We turned a gut feeling into commercial shipments. We've gone from unknown outsiders to collaborators. And none of it would be possible without a relentless, scrappy team making it happen.
See you soon, Seoul.