With a passion for sustainable design and traditional fermentation, Rebecca Ghim founded The Ferm, a UK startup that makes kimchi and Korean pickles using locally sourced, rescued vegetables, such as beetroot leaves, cauliflower leaves, and broccoli stalks.
The Ferm says its purpose is to normalise using all parts of the harvest into people’s diets, reduce greenhouse gas emissions, and improve people’s gut health with one jar of kimchi at a time. We spoke to founder Rebecca Ghim to find out more about her journey as a food founder.
“Kimjang is a deeply rooted tradition in Korean culture, where families and entire communities gather annually to prepare large quantities of kimchi, typically in the early winter when the cabbages get sweeter due to the cold. It’s more than just food preparation – it’s a social event that fosters a sense of community and sharing. Growing up, I remember how each household would contribute ingredients, labour, and knowledge.
“The process of making kimchi for the winter was almost like a festival, and it taught me the importance of preservation, collaboration, and respect for the seasons. It was also where I first learned the intricacies of fermentation and understanding the nature of each plant from my elders.”
“My background in design gave me a strong foundation in creativity that comes with recipe development and marketing, but it was my master’s degree in design for social innovation that really opened my eyes to the potential for utilising design as a nudge tool to solve problems.
“I’ve always had an interest in why some things are normalised and some aren't depending on the culture and, during my studies, I became deeply aware that overconsumption and food waste was all about habits and preconceived notions that tied into gender, religion, and class.
“Fermentation, particularly kimchi, stood out as a sustainable practice that could address these concerns, given its roots in food preservation. That’s when the idea for The Ferm came to life. I realised I could combine my cultural heritage with sustainable design practices to create a food business that not only tastes good but also does good.”
“Starting The Ferm right after the pandemic was a well-timed first step as the general public started paying attention to microbes and supply chains. Waitrose reported a 43% increase in sales of kimchi during the first lockdown. The demand for gut-healthy foods in connection to the immune system was increasing, alongside Korean media starting to kick off as well.
“People in the hospitality sector were eager to make new connections and were intrigued by The Ferm's ideas so networking was easier, especially with Zoom calls becoming second nature for everyone.
“It still wasn't easy to find the right suppliers and build relationships with them but it wasn't difficult to convince them why there is a need for our products and how they could benefit from our partnership.
“Additionally, as a food startup, getting products in front of people to taste and experience firsthand is crucial and we started with markets right after the lockdown when many Londoners were enjoying visits to the markets so we were able to get direct feedback from them.”
“Absolutely, the paste itself is a veganised version of our family-recipe, however, the actual vegetable we are making into kimchi is not native to Korea but local to the UK. But using rescued vegetable parts is both a modern solution and a continuation of a very old practice.
“In Korea, using every part of the vegetable is very much part of the norm, especially during times of scarcity. We’ve faced war and poverty, which led to creative methods of food preservation. Kimchi itself was born out of the necessity to preserve food through long winters. Now, we’re facing a different kind of challenge – food waste – so using these otherwise discarded vegetable parts is a natural evolution of the practice. It’s our way of honouring the past while addressing the present.”
“I’m not too worried because these tips and tricks aren't too uncommon back in Korea. Recipes are important, but what makes The Ferm special is the way we approach fermentation and sustainability as a whole.
“The knowledge behind the fermentation process is something that has been passed down through generations, and while I’m happy to share some of that in the cookbook, the heart of The Ferm is in our commitment to zero-waste, our use of rescued ingredients, and the care we put into our products. Plus, every batch of kimchi has its own character depending on the season, the ingredients, and the fermentation time – it’s a living, evolving product.”
“For now, I’m very committed to The Ferm and the fermentation space. There’s so much potential for growth, innovation, and sustainability within this industry. Fermentation has been around for thousands of years, but I believe it’s just starting to gain mainstream recognition for its health and environmental benefits.
“That being said, I’m always open to exploring new ideas, especially those that align with my passion for sustainability and social impact. Whether that will lead to another startup down the road, who knows – but for now, I’m fully focused on The Ferm.”
“I wish I had known how important it is to build a strong support network from the very beginning. Starting a business can feel like an uphill battle, and having mentors, advisors, or even just a group of peers to share advice and experiences with makes all the difference. I’ve learned that you don’t have to do it all on your own, and asking for help is not a weakness – it’s essential to growth.”
