Our story
A buyer’s eye.
A parent’s care.
I’m Luca Jo, founder of NURI Partners and a father of two. Before starting NURI, I spent eight years as a buyer and merchandiser at a leading Korean retailer, working across health foods, protein products and baby food.
That experience shaped how I look at food: its ingredients, the reason a customer would choose it, and the role it plays in a retail assortment. As a parent, the same questions feel more personal when the product is for children.
My connection to Central Asia began with my family. My wife spent her childhood in Kazakhstan and Uzbekistan. We sent Korean baby and kids’ snacks to her friends there, and their warm response became the starting point for NURI.
NURI brings these two parts of my life together: experience in Korean retail and a personal connection to Central Asia. My focus is Korean baby and kids’ food — introducing products with a clear place in the assortment and a story I can explain with confidence.
