VOLCANO KIMCHI

(est. 2014)
Aruna Lee, Founder & Fermantress

https://www.volcanokimchi.com/

What made you decide to start your company, and how did you get started?

I previously worked for a non-profit organization as a reporter. The business downsized and I lost my job. I was upset at first, but then I realized this was a chance to go in a new direction. Kimchi was starting to become popular at that time — around 2014 — but I couldn’t find the kind of kimchi that I grew up with in the temple; vegetarian kimchi made simply with fresh ingredients but really flavorful. So I started experimenting, fermenting batches of kimchi in the way I remembered making back in Korea. And one day I brought a sample to Rainbow Grocery in San Francisco and that was the start of Volcano Kimchi.

What was the biggest challenge starting your business?

I didn’t have any business background, so I had to learn about all the things that go into building a business, the licensing, the regulations, the strategies and most importantly the relationships with other people in the industry. There was a really steep learning curve for me, and I am still learning 5 years later. But I am trying to pick up one piece at a time and slowly build from there. 

Why did you name your company, Volcano Kimchi?

I remember I was in our kitchen at home, and my son–who was 5 or 6 at the time–was doodling on a piece of paper, and he drew this very simple but sweet volcano, with a smiley face on it. It looked so innocent and pure, and it instantly grabbed my attention. Next thing I knew, I decided that it would be the logo for my company. 

Tell us about your products and any special recipes? What makes Volcano kimchi special?

There was time that I was doing a lot of experimenting in making different kimchi. With boxes of fresh vegetables from the farmers I knew at the farmers market, I made green strawberry kimchi and rhubarb kimchi. I started adding amaranth to my kimchi, which gave it this beautiful purple color. One day I made a batch of dandelion kimchi, which people really liked. One woman in Marin bought a couple of jars and a couple of weeks later she reached out to me and told me that all her life she had been on medication for a nerve disorder that caused her a lot of pain. She said that after eating my kimchi she was able to reduce her medication and that the pain had gone away. I was really surprised. I didn’t know what to say, but she began buying my kimchi in bulk. I haven’t seen her in a while but I think about that sometimes and wonder if there really was something special about the kimchi I made for her. 

How have you adjusted to the challenges of running a business during these difficult coronavirus times and what are your plans for the future? 

I’ve been fortunate during this pandemic. I know a lot of people in the restaurant business who have really struggled and it is really sad to see. But because people are eating at home so much more now, my sales have actually increased, especially at the start of the pandemic in the summer. I feel really fortunate but also glad that I was able to give people something to help them cope with this crisis. My plans for the future is I would like to grow a team of dedicated people who can help me build the business. I’ve run Volcano Kimchi alone for several years, and I am starting to see it grow now. I want to bring people on board who share my passion so that we can build on what I started. 

What would you say is a key to your success?

People… it’s been the connections and friendships I’ve made with farmers, store buyers, chefs, customers. That is what has kept me going, it’s what opened doors and kept me inspired. 

What is your longer-term vision for Volcano Kimchi?

I am developing a gochujang product now that I would like to see become a national brand and that is my goal right now. Kimchi is tough. It’s hard to make a high quality kimchi at the scale of a national brand. Something gets lost. I want to keep the kimchi side of Volcano Kimchi small and local so that it stays true to my original vision. But gochujang is perfect… you can make larger quantities without sacrificing the quality. I’m developing a recipe now and hope to launch the product in 2021. I’m very excited… So far it is looking and tasting really promising. 

Also, after 5 years of working in a shared kitchen space we were finally able to secure a permanent location for the business. Our new kitchen is in the Dogpatch neighborhood, which is really vibrant, with a lot of restaurants and creative new food businesses. It’s a great community and I’m really excited to become part of it. I plan to not only innovate more, and develop new products here, but also to organize social events like kimchi making workshops, or Korean food and movie nights. I want to create a space that brings people together around fermentation, creativity and community.