The Born Korea is stepping up efforts to bring its TBK sauces to the US market, with CEO Paik Jong-won pitching the products to major Asian food distributors as the company seeks to expand beyond its restaurant business.
Paik held three product presentations and cooking demonstrations for JFC International and Wismettac Asian Foods, exploring potential partnerships in distribution and product development.
JFC, an affiliate of Japan's Kikkoman Group, distributes more than 15,000 Japanese and other Asian food products to restaurants, specialty retailers and major supermarket chains across the US.
About 50 participants attended the JFC demonstration in person or online, where Paik prepared 12 dishes using nine TBK sauces, including galbi marinade, Korean fried chicken sauce and tteokbokki sauce.
He demonstrated how the sauces could be used to prepare Korean dishes and answered questions about their applications. JFC representatives expressed interest in the products' potential to simplify Korean cooking for restaurants and consumers.
Paik also met with JFC executives responsible for major US retail channels to discuss possible consumer sales. The Born Korea plans to explore both business-to-business supply and business-to-consumer distribution through the partnership.
In a separate demonstration, Wismettac discussed opportunities to develop ready-made meals using TBK sauces and market them locally. The Born Korea said it would review potential cooperation in product development and distribution.
The US push follows the company's efforts to expand its restaurant business in North America.
In August, Paik signed a memorandum of understanding with Canada's Sunray Group, a hotel and real estate company, to explore restaurant ventures. The companies are considering converting existing outlets in the Greater Toronto Area and opening new restaurants at Sunray properties.
"TBK sauces incorporate the company's menu development and cooking expertise," an official from The Born Korea said, adding that they would expand partnerships with local businesses and advance existing agreements to generate overseas business results.
jyoungseon8@heraldcorp.com