Noh Foods Blends the Flavors of Asia into Sauces and Seasoning Mixes

SmallBiz Editor’s Choice Awards Hall of Fame: Raymond Noh took over the small family business in 1983 and turned it into a global food brand.

Starting more than 60 years ago, Noh Foods took flavors from Asia and other parts of the world and created its own versions, and today it sells those packets of sauce mixes and flavorings around the world.

Among the most popular flavors are Chinese char siu, Hawaiian iced tea, Korean kalbi mix and kālua salt flavoring.

Edwin and Miriam Noh opened the first formal Korean restaurant in Honolulu in 1963. To reduce the time for preparing kimchi, they created a ready-touse kimchi mix, using dehydrated ingredients such as chile pepper, garlic and ginger – and the grocery line was born.

The line of sauces expanded quickly, reflecting local tastes, from sweet and sour spareribs to teriyaki and adobo, with the Noh family testing many recipes at home.

Edwin and Miriam’s son, Raymond Noh, took over Noh Foods in 1983, and opened an office and small warehouse in Los Angeles, he says.

“At that time, 90% of our sales were strictly in Hawai‘i in a very limited way,” Noh says.

“Today, Hawai‘i is about 20% of our sales.”

The company customizes its products for a diverse list of customers, including offering retail sizes for consumers and bulk sizes for food-service clients.

The company remains headquartered in Honolulu, but Noh Foods’ international reach encompasses countries in North and South America, Europe, Asia and the Pacific.

The company sells in the Caribbean, too, particularly in Trinidad, which saw an influx of Chinese beginning in the early 1800s. Noh says Asian cuisine is especially popular there.

“At a recent international food show in New York, we connected with a large exporter and distributor based in Miami,” Noh says. “They recognized the Noh brand and said that there was potential and opportunity for expanded distribution in stores and grocery chains throughout the Caribbean islands. We are in the process of making this happen.”

The company plans to expand into snacks, pre-marinated meats and ready-to-eat meals.

“In April of this year we will be launching three Noh Hawaiian Surf Snax items: Thin & Crispy Beef Jerky Chips flavored with three of our popular sauces, Korean Barbecue (kalbi), Hula Hula Sauce and Chinese Barbecue (char siu),” Noh says. “These are delicious!”