The Tahini Trailblazer: How Amy Zitelman Spices Up the American Market

In this episode, Mike interviews Amy Zitelman, CEO and co-founder of Soom Foods, a leading premium tahini brand. Amy shares the journey of discovering the market gap in the U.S. for high-quality tahini, the steps taken to establish a reliable supply chain, and the strategies employed to penetrate various sales channels. The conversation delves into the dynamics of food service vs. retail, the importance of chef influence, and the nuances of working capital management in the CPG space. Tune in to learn about building brand credibility, leveraging chef endorsements, and balancing cash flow to ensure business sustainability.00:00 Introduction00:23 Meet Amy Zitelman of Soom Foods01:20 The Birth of a Tahini Business02:27 Understanding the Market and Supply Chain04:24 Challenges and Early Learnings08:16 Entering the Food Service Industry10:31 Building Brand Awareness15:47 Navigating Sales Channels26:02 Impact of COVID-1932:00 Future Plans and Final Thoughts38:05 Conclusion