The gut health craze certainly isn’t new, but there is still a great deal of untapped potential for innovation — especially within the functional food and beverage space. For example, 41% of U.S. consumers are either taking steps to improve or prevent future problems with their gut health, but only 26% of those consumers have used to functional foods/beverages to support this priority in the past 12 months.¹   

Given the industry’s current obsession with the microbiome, we jumped at the opportunity to sit down with Julie O’Brien, founder of Seattle-based Firefly Kitchens, to learn more about her experience as a pioneer in the fermented foods space.     

[Hartman Group] Julie, what sparked your passion for fermented foods?     

[Julie] In 2007, while studying holistic nutrition and nutritional therapy, I had a lightbulb moment that changed everything. I learned about the incredible health benefits of naturally fermented foods — a practice humans have been using for thousands of years — and immediately thought: “Why isn’t this mainstream? Why aren’t doctors talking about it?”  

Here’s a food that’s packed with fiber, enzymes, and probiotics — real, living food that supports digestion, immunity and overall well-being. And yet, most people didn’t know about it! That realization lit a fire in me, and in 2010, we launched Firefly Kitchens with a simple but powerful mission: to make probiotic-rich foods wildly delicious, very accessible and an easy part of everyday meals.  

[Hartman Group] Have you seen any shifts or trends in how fermented foods are perceived since you began Firefly Kitchens? 

 [Julie] The fermented foods category has exploded in the past 15 years — grocery shelves are packed with everything from classic krauts to wild new takes on kimchi. It’s exciting to see the growing awareness, but with that comes a big range in quality.   

At Firefly, we’re all about alive, thriving ferments — organic vegetables, mineral-rich salt, and we believe these foods are best packed in glass rather than a plastic jar or bag. Our month-long fermentation process means every jar is brimming with nutrients, flavor and gut-loving probiotics.  

This younger generation is less likely to reach for a pill for digestive issues and instead takes a more proactive approach to wellness or prevention through healthier food choices. We like to think of these foods as “fermentative medicine.”  

[Hartman Group] Can you share something that is often misunderstood about authentic fermented foods today?   

[Julie] The biggest myth is that pickled foods and fermented foods are the same thing. Pickled foods are mostly preserved in vinegar, often with heat, which kills bacteria — including the beneficial kind. They taste tangy but don’t have probiotics. Fermented foods, on the other hand, are alive. The natural fermentation process allows good bacteria to break down sugars, creating living probiotics, organic acids and enzymes that support gut health, digestion and immunity.  

Another misconception is that pasteurized or shelf-stable kraut has the same benefits as raw, wild-fermented versions. Heat destroys those powerful probiotics — so if you want the real deal, always choose raw, unpasteurized ferments. And let’s talk about the gut! People don’t always realize just how much their microbiome impacts digestion, immunity and even mood. Fermented foods help restore that balance, making it easier to absorb nutrients, regulate inflammation and feel amazing.  

[Hartman Group] With health and wellness as a driver for the consumption of fermented foods, are your customers thinking about long-term benefits or is it more about vitality and feeling energized in their day-to-day lives?   

[Julie] Most people start eating fermented foods because they taste incredible, but once they experience how good they feel, they’re hooked. We hear this all the time: “My doctor told me to try fermented foods… now I can’t imagine a meal without them!” For some, it starts as a short-term boost — more energy, better digestion — but over time, they realize it’s a long-term investment in their health. It’s the ultimate 3-in-1: veggies, vitamins and flavor. Since we take care of the slow part with a 30-day fermentation process, our customers get the deepest nutrition, effortlessly. 

[Hartman Group] Shifting gears: let’s talk more about your go-to-market strategy. Are you finding more success with ecommerce or are physical stores still the driving force behind your sales? How do you envision Firefly’s future in parallel with a rise in frugality and a desire to eat healthier?   

[Julie] Retail stores have long been our primary growth driver, but we’re actively expanding. Our fermented products open up so many possibilities, from collaborations with partners like Bluebird Grain Farms and Boldly Grown Farms to new offerings like our ferment-infused salts and brines, which have incredible potential.  

We also see huge opportunities in food service, getting our ferments directly into the hands of chefs or delivering them straight to consumers in a way that’s both cost-effective and accessible. A great example? Beecher’s Cheese has been using our Kimchi on their grilled cheese for over six years! And just this month, PCC (a Seattle-based specialty grocer) launched our Firefly Emerald City Tuna in their deli, marking an exciting step in our expansion into food service. We’re thrilled to bring more probiotic-rich, ready-to-eat options to people in a way that’s both convenient and delicious. Looking ahead, we envision Firefly in more restaurants, delis, assisted living communities, hospitals, schools — anywhere people gather to eat.  

As part of our direct-to-customer strategy, we’re launching a new website featuring more bundles, subscriptions and recipes, making it easier than ever for people to bring gut-healthy foods into their daily lives. We’re also expanding our hands-on learning experiences with new classes taught right from our Seattle kitchen, helping people discover how simple and delicious fermented foods can be.  

[Hartman Group] Your branding of Firefly Kitchens is a smart execution that enables portfolio expansion. Are there any plans for expanding into other formats of fermented snacks?  

[Julie] One product we’re especially excited about is Kimcheese — a creamy, probiotic-packed dip that blends our signature Firefly Kimchi with cream cheese to tangy, savory perfection. It’s bold, versatile, and downright addictive! We’re actively exploring ways to bring this to a wider audience and looking for the right partner to help scale this product. For now, Kimcheese is available for local pickup through our website and at the Ballard Farmers Market.  

Expanding into fermented snacks, grab-and-go foods, dressings, dips, and drinks feels like a natural next step for Firefly. We’re always thinking about new ways to make gut-friendly foods more accessible, convenient and delicious! Again, finding the right partners to share our ferments as an ingredient with is key for us.    

[Hartman Group] Is there a recent success story that you are particularly proud of (or any endeavors you would like to share)?   

 [Julie] I’m incredibly proud to be a pioneer in bringing unpasteurized, naturally fermented foods to market. Fifteen years ago, gut health wasn’t a daily conversation like it is today — but we knew these foods had the power to transform health, and now people are ready. One of our biggest wins is seeing science finally catch up to what we’ve known all along — fermented foods are essential for gut health. With research pouring in, it’s exciting to be at the forefront, making these foods accessible, delicious and an effortless part of everyday life.  

If you haven’t tried Firefly yet, those local to the Seattle area can visit Julie and her team at the Ballard Farmers Market or various local retailers. Otherwise, grab a jar online — your gut (and your taste buds) will thank you!   

1. Health Benefits 2024: From Energy to Immunity, Hartman Group