MILKimchi’s shelf space just moved up a few Saturdays ago, after some prodding and encouragement to Mr. U. at the Essex Market.

Now it’s at a much more visible, eye-level shelf and can be found next to premium staple items: milk, eggs, o.j., yogurt and now next to tofu.

Shelf space, especially one that requires refrigeration, is a premium in the retail grocery industry.  Because it’s refridgerated, kimchi always seems to be in the dairy section in non-Asian grocery markets, particularly in this case, next to the cheeses.  In Asian markets, kimchi is near other ‘related’ items such as tofu, miso paste and other refrigerated condiments so it doesn’t stick out like an odd ball.  If you walk into a Korean market, there are shelves and rows of different brands and types of kimchi, an entire refrigerated section full of the stuff.

When we started selling kimchi at the Essex Market, it started out in the dairy section, next to the cheeses. There are cheeses from Mexico I’ve never seen before, grated Parmesan, Kraft American single slices, Laughing Cow… it’s multicultural and varied.  A bit of a reflection of the market and the Lower East Side.

Then for about three weeks, MILKimchi was sitting next to the Velveeta, then the Laughing Cow, then it was upgraded to the top shelf, next to the Swiss Knight Cheese. Ever since the New York Times review was published, it found its current location next to premium staple shelf of milk, eggs and yogurt.

Ahh, the sweet climb up the ladder….

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