A plug-and-play export pathway helps regional brands reach Asia without building overseas operations
Updated
February 26, 2026 4:29 PM
Coupang headquarters in Silicon Valley. PHOTO: ADOBE STOCK
Two western Pennsylvania companies — Kate’s Real Food and Healthy Origins — are expanding beyond the U.S. through a partnership with Coupang.
Coupang, a U.S.-technology and Fortune 150 company, operates one of the largest e-commerce platforms in South Korea. It allows American sellers to reach customers overseas without setting up their own distribution networks. Businesses ship products to a domestic Coupang logistics facility. From there, the company manages storage, fulfillment and delivery directly to customers abroad.
For Kate’s Real Food and Healthy Origins, this system opens the door to new markets without requiring on-the-ground operations. Kate’s Real Food makes organic energy and protein bars. Healthy Origins is a family-owned supplements business based near Pittsburgh. Both are now selling to customers in South Korea and in Healthy Origins’ case, Taiwan as well.
That structure addresses a practical gap for growing brands: how to access international demand without building international operations. Instead of navigating foreign warehousing and retail partnerships independently, sellers plug into an existing marketplace and logistics system.
“At Coupang, we’re proud to help thousands of American small and medium-sized businesses, agricultural producers and larger brands sell their goods to customers around the world”, said Coupang vice president Bill Anaya. “We’ve built an innovative, AI-driven export engine that enables great American entrepreneurs — like those who created Kate’s Real Food and Healthy Origins — to expand their horizons, find new revenue abroad and keep growing their local teams".
For Kate’s Real Food, the move marks its entry into South Korea for the first time. For Healthy Origins, the results have been measurable. The company reports that sales of its products on the platform have increased more than 50% year over year since partnering with Coupang. It has also expanded into Taiwan.
“Partnering with Coupang has been a significant step forward for our business”, said Bret Eby, CEO of Healthy Origins. “Coupang makes it easier to deliver a great shopping experience and we’ve appreciated the collaboration and support throughout the process. Its scale, efficiency and consumer reach in Korea are unmatched and launching on Coupang allowed us to elevate our presence and connect with customers in a much more impactful and direct way”.
The broader relevance lies in the model itself. Digital marketplaces are building integrated cross-border infrastructure. That shift changes what international expansion requires. Smaller regional brands no longer need to replicate warehousing, logistics and retail partnerships in every new market. Instead, they can plug into an existing system and reach customers abroad.
In this case, two Pennsylvania companies are doing exactly that. Their expansion illustrates how platform-led trade is reshaping the path from local operations to global reach.
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"Discover how emerging sustainability trends in digital marketing are reshaping the way small businesses connect with eco-conscious consumers."
Updated
January 8, 2026 6:35 PM
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Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
Sustainability has become more than just a buzzword—it’s a movement that’s reshaping business practices across industries. For small businesses, aligning with sustainable values isn’t just about doing the right thing; it’s about staying competitive in a world where consumers increasingly prioritize eco-conscious brands.
In the digital age, sustainable marketing is evolving rapidly, offering businesses new ways to reduce their environmental impact while engaging with customers who care deeply about the planet. Let’s take a closer look at the top trends driving sustainable marketing today and their implications for small businesses.
Most people don’t realize that online advertising has an environmental cost. Every time an ad is displayed, clicked on, or streamed as a video, it consumes energy. This energy powers the servers, data centers, and networks that host and deliver these ads. The problem is that much of this energy still comes from non-renewable sources like coal and natural gas, which contribute to carbon emissions.
For small businesses, this could mean optimizing ad campaigns to reduce unnecessary data usage or using platforms that offset their carbon emissions. Additionally, adopting lighter website designs and faster-loading ads can not only reduce energy consumption but also improve user experience—leading to better engagement and conversion rates.
Small businesses can stand out by making their digital campaigns both efficient and eco-friendly. Highlighting these efforts in marketing messages can appeal to sustainability-minded customers while showcasing innovation.
Sustainable packaging is no longer optional—it’s an expectation. But for small businesses, it’s not just about switching to biodegradable materials. It’s about effectively communicating those efforts to customers through digital channels.
Brands are using their websites, social media, and email marketing to share the stories behind their packaging choices. Whether it’s sourcing recycled materials or partnering with eco-friendly suppliers, transparency is key. Educational content, such as videos or infographics, can help customers understand the impact of their purchases and feel good about supporting a brand.
By using digital platforms to tell the story of their sustainability efforts, small businesses can create deeper emotional connections with customers. Sharing behind-the-scenes processes or celebrating packaging milestones can boost loyalty and differentiate a brand from competitors.
Influencer marketing has become a powerful tool for brands, and the rise of eco-conscious influencers is creating new opportunities for businesses that prioritize sustainability. These influencers focus on topics like waste reduction, ethical consumption, and eco-friendly lifestyles, making them an ideal partner for sustainable brands.
Collaborating with such influencers allows small businesses to reach niche audiences that are already committed to sustainable living. These partnerships feel more authentic compared to traditional ads, as followers trust influencers to recommend products that align with their values.
Even small businesses with limited budgets can benefit from micro-influencers —individuals with smaller but highly engaged audiences. Partnering with eco-conscious influencers can amplify a business’s sustainability message and create a ripple effect of awareness.
Consumers today are more skeptical of vague claims like "green" or "eco-friendly." They want specifics. Brands that embrace transparency by sharing measurable data about their sustainability efforts are earning trust and loyalty.
For example, brands that disclose the carbon footprint of their products or provide detailed information about their supply chains stand out in an age of greenwashing (misleading sustainability claims). This trend is particularly relevant for small businesses, as customers often expect smaller, local brands to be more ethical and transparent.
Being upfront about sustainability efforts—even if they’re still a work in progress—can build credibility. Sharing challenges, milestones, and small wins through social media or email newsletters makes the brand relatable and trustworthy.
The circular economy—a model in which products are reused, repaired, or recycled instead of discarded—is gaining momentum. Small businesses are finding creative ways to incorporate this principle into their operations and marketing.
For example, some businesses encourage customers to return used products in exchange for discounts or loyalty points. Others upcycle returned goods into new products and share this process with customers through digital platforms.
By participating in the circular economy, small businesses can differentiate themselves while building a loyal customer base. Promoting these initiatives online—whether through videos, blogs, or customer testimonials—can amplify their impact and attract eco-conscious buyers.
Sustainable marketing is more than a trend—it’s becoming a necessity for businesses of all sizes. For small businesses, it represents both an opportunity to stand out in a competitive market and a chance to make a meaningful impact on the planet.
Emerging trends like green digital advertising, circular economy initiatives, and transparency are reshaping how brands connect with their audiences. By embracing these practices, small businesses can attract eco-conscious consumers, build loyalty, and foster trust—all while reducing their environmental footprint.
The future of marketing belongs to those who see sustainability not as an add-on, but as the foundation of their growth. For small businesses ready to take on this challenge, the rewards go beyond profits—they include making a lasting, positive impact on the planet and the people who inhabit it.