The Alchemy of Tahini, Family and Innovation

The Alchemy of Tahini, Family and Innovation

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Amy Zitelman is the CEO of Soom Foods, a supplier of globally-inspired premium tahini pantry foods. The company has been featured in publications such as the New York Times, Washington Post, Food & Wine, and Cooking Light. As Soom’s strategic leader, Amy utilizes interpersonal communication skills to develop and maintain relationships with key stakeholders, manage sales and marketing strategy development, and oversee finance, operations, and logistics. She is the author of The Tahini Table cookbook and, in 2018, was a recipient of Forbes 30 Under 30 for the food and beverage category.

Here’s a glimpse of what you’ll learn:

  • How Soom Foods has revolutionized tahini
  • Amy Zitelman’s inspiration for founding Soom and pioneering tahini for the American consumer
  • Amy shares her approach to diversifying tahini
  • Soom’s most critical point of development
  • The benefits of the food service industry for CPG brands
  • How Amy marketed her products to the food service industry
  • Why did Amy create her cookbook?
  • Amy’s personal and professional milestones
  • Soom’s rebranding strategy and Amy’s advice for launching a rebrand
  • The importance of communication and negotiation in the CPG space

In this episode…

As a CPG brand, it’s central to hone your vision and products for the modern market. So, how can you position your brand as an industry innovator?

Brands with products that have a high market value should consider leveraging the food service industry. As a pioneer of tahini, Amy Zitelman partnered with restaurants to launch her brand. This approach provided significant opportunities to generate revenue and diversify her product. When experiencing considerable growth, Amy recommends rebranding to accommodate market changes. It’s important to establish yourself in the market first before initiating a rebrand to ensure authenticity.

In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Amy Zitelman, CEO of Soom Foods, to discuss pioneering and diversifying tahini for the modern market. Amy shares how Soom Foods revolutionized tahini, how she marketed her products to the food service industry, and advice for launching a rebrand.

Resources mentioned in this episode: